Retailing and Merchandising in Textiles and Appare

Retailing and Merchandising in Textiles and Appare 3(2+1)

Lesson 30 : Fashion Auxiliary Services (Contd...)

Fashion Magazines

The major activity is to report and interpret fashion news to the consumer; they provide their readers with information not only about the styles they recommend, but also about who produces them and who sells them at retail. Fashion magazines derive their principal revenue from the sale of advertising space. Although conditions vary from issue to is­sue and from year to year, advertising generally accounts for nearly half the total number of pages in a consumer fashion magazine. The merchandising and promotion de­partments provide advertisers with "as advertised" blow-ups to distribute to their re­tail accounts. In addition, most magazines that are active in fashion prepare, well in advance of each season, fashion forecasts of their color predictions for the guidance of manufacturers and retailers alike. These forecasts show the colors, specific styles, and resources that will be featured in t magazine.