|Marketing Fashion for Fall That is Unavailable
By: Cindy Wendland
Have you ever picked a day to go clothes shopping, went to stores, and just couldn’t find anything? It happened today, so we switched gears and told family members to look for something and they had no problem finding what they wanted. Maybe it’s just tough to be a woman shopping for fall fashion.
We used to wait for the three-inch thick Sears and JCPenney catalogs to come out in the summer. Then we would spend days browsing through the catalog and bending down the corners of all the pages where we found outfits we loved. These days the fashion magazines show spreads of great fall fashions, and we fill our heads with ideas of clothes and shoes we want for the season.
The problem comes when we can't find anything resembling those items in actual stores. Boots are a favorite item and the Gucci boots on Julia Frauches photographed in Allure by Tom Munro stuck in our heads. We already had a similar red and black pair, and this blue seemed like a great fall addition. The details in the Shopping Guide of the magazine say “Select Gucci Stores."
When we came home, we tried to find these blue boots on Gucci’s website, in Zappos, and on Nordstrom.com, but we couldn’t find the boots anywhere. If items are photographed in a national fashion magazine but aren’t available for purchase, why are they included in the outfit? A friend of mine looks at what other people are wearing in the stores when we are out shopping and uses that as his basis for style and trends. This might be a better way, since the items are actually available, but it certainly won’t help advertising spending in fashion magazines.
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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