A Digital Revolution...

Last week Vogue launched its first ever app for the iPad, and so far it looks like its been a big hit among the fashion crowds. The app features the amazing December 'Star' issue and is a like for like copy of the magazine but has loads of extra features like behind the scene videos and exciting augumented reality features, all for £3.99. However, as it stands this Vogue app is unfortunatly a one off...

I am currently studying the future of fashion for my dissertation and after massive amounts of reading up on the subject of the future of magazines i find it really interesting to see how magazines (and brands) are finally utilising new technology in order to create exciting and compelling environments for consumers. I think magazines will begin to really invest time into creating magazine apps, and although i think its really exciting to be able to access more inspirational content, i love the feeling of actually having a physical Vogue arrive on my doorstep and being able to keep a stack of them that i can always refer back to.

If you have any thoughts on the subject let me know...!

"The cover of the app is the same as the magazine, but a button appears that links to a little behind-the-scenes movie that Mario Testino’s team made of his shoot with Emma Watson. There are several behind-the-scenes videos of different elements of Vogue shoots, including a how-to video with Lisa Eldridge that list the make-up products used in one of the shoots.
The ‘Fashion Player’ takes our fashion shoots and enhances them, turning them into multi-sensory experiences with music and moving images.
And, there is also ‘Vogue Shops’ which takes all the front-of-book and back-of-book content that’s not in fashion shoots and sorts it by product type. At the moment, it does not actually link out to shopping sites or our own fashion shop, but this could happen in the future."

"There is also a section of augmented advertising opportunities using rich media which have been taken by Burberry, Chanel, Fendi, Gucci, Parfum Christian Dior, Louis Vuitton, Ralph Lauren and Tiffany. Augmented options vary from Burberry — where the model moves her head as you run your finger across the app — to high definition films. This package is available at an extra cost. Opportunities have been deliberately limited to ensure these campaigns stand out."

Alexandra Shulman talking to Imran Amed- The Business of Fashion