Fashion is a magazine devoted to decision makers in the Italian and international fashion industry. It provides constant updates on retail and merchandising strategies, on international commercial developments, on the opportunities and challenges of digital, as well as covering current events related to the fashion business. Fashion’s audience is made by a total of 20.000 opinion leaders.
Contact Person: Stefano Giordano // Advertising Director
eBusiness Magazine is a publication entirely dedicated to digital transformation in Fashion, Food, Luxury, Design, Beauty and Travel. Each issue contains exclusive interviews, researches and best cases aimed at helping decision makers in taking their investments decisions through the analysis of key topics: E-commerce and Omnichannel, CRM and Marketing Automation, Digital and Performance Marketing, Influencer and Social Media Management.
Contact Person: Matteo Ferrante Veneziani // Special Projects – Advertising Lead
Promoting a fashion trade publication in the age of digital media is no small feat, but Marc Sondermann, ceo of Fashion Magazine, has an acumen for forging the online partnerships that will drive a 50-year old magazine well into the new millennium.
Since 2014, he has served as CEO & Editor-in-Chief of both FASHION Magazine and EBUSINESS Magazine. In addition to providing key content on Italy’s fashion and business terrain, he also hosts key conferences like the CEO Roundtable of Digital FASHION and Digital Fashion Day — two events that unite the biggest senior executives in the industry and tackle the most innovative and game-changing topics.
We sat down with Marc to discuss Italy’s fashion sector and his own digital vision:
Print is in FASHION Magazine’s DNA, but the need to expand one’s digital presence is putting pressure on historic publications. What is your digital strategy going forward?
It’s never been just about online publishing. It’s really about merging these two things. Everything we do revolves around building a worldwide community of digital decision makers around this Italian magazine. Both our magazines have become the main platform in Italy, for all people who discuss digital.
Running a trade publication, as you know, isn’t only about providing content and in-depth features. It’s so much more. How have you tackled social media?
We try to explode all of the content that we have on social media, as much as we can. It’s a B2B strategy — a strategy in which our content is perceived and viewed as vastly as possible. We are also introducing young influencers and fresh minds like Blonde Salad co-founder Riccardo Pozzoli and designer Marcelo Burlon, to the business community at large, and in return they publish photos and our content on their social media channels. We’ve had great success from this approach.
Digital is rapidly altering how we operate… at such a pivotal time, where is the majority of your ad revenue generated from?
Currently 30 to 35 percent of our revenues are digitally driven and that also includes our conferences, digital consulting and digital influencer work. Alas, print is still generating the most income.
Uniting young, fresh minds who resonate on social media with a readership of top managers must have had a significant impact. How has your readership changed over the years?
We really believe in the process of re-birthing. We don’t think that ceos alone are equipped to stay abreast of what is happening by themselves. We give big visibility to young and those really reshaping the future. There are so many people and new players that matter in fashion and so what we are doing is shifting our attention to all of them, and we have been very successful in doing so.
The market is still reeling from the Michael Kors, Versace takeover. What is your take on foreign investors buying up Made in Italy small and medium-sized jewels?
The Italian fashion system is a big, potential destination for foreign investment. I don’t share the view that it is humiliation of national character. It can be a great opportunity. Attracting foreign investment in big sums of money can safeguard the heritage and propel historic brands into a new millennium — and infuse them with the digital savvy that is not currently present on the market at the moment. I think the phenomenon will help evolve Italy into a greenhouse of brands.
Milan remains a major fashion capital and its brands continue to be among the most buzzed about. How do you see the fashion community evolving?
Italians are still unparalleled in making small companies big. Fashion week in Milan and Pitti Uomo are reflecting this. They have an opportunity to evolve and make these events more inclusive so final consumers and influencers can get involved and expand their digital footprint. Entrepreneurs and digital managers are starting to grow. It’s very interesting and dynamic place to be right now.