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February 23, 2012  | by: Wendy Vazquez

The cover of Acne Paper, Acne's magazine

In case you haven’t noticed, it’s time to open your eyes! Have you walked into some of your favorite stores and spotted a cute complimentary magazine with their name all over it? Apparently, this trend is starting to hit like wildfire. Fashion brands are starting to showcase themselves during this recession. But is it a smart idea, or a big mistake?

By now, everyone is very aware that the internet is taking over – at least in America. Since most of our favorite retailers are now able to reach us through their e-commerce websites, all we can think is, “What comes next?” Now popular retailers like Victoria’s Secret, Forever 21, and Free People have their own blogs as well. As if they weren’t taking up enough of our cardio time with online shopping, now they’re able to fill us with ideas like quick wardrobe tips, designers’ inspirations and current trends through these chic blogs. Some fashion brands even have their own iPhone and Android apps.

It seems obvious that their next move would be their own branded magazines. Okay… so they might not actually be magazines; they’re more akin to catalogs that display the store’s merchandise with little snippets of text. However, considering the fact that traditional magazine ads can go for upwards of $100,000 these days, it makes sense. And do we really read ads? These days, most Americans don’t pay as much attention to pretty pictures and flashy advertising campaigns as they do to compelling articles.

While stores like Victoria’s Secret are charging about $3 a pop for each of their in-store magazines, most other places give them out as complimentary gifts with purchases, or just hand them out to store browsers. So are these fashion brand magazines a good idea? I think yes. It’s fun to get free stuff when shopping, even if it is just a 20-page catalog. However, fashion brands can’t ignore magazine advertisements! Sure, we may not always zoom in on every single ad on the pages of Glamour and Cosmo, but you never know who might look at them and instantly feel inspired to shop. It’s fun to have our favorite fashion brands evolve technologically along with us.

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