Tuesday 13 April 2010

In a magazine but not in store?

The most annoying aspect of styling is not just your pecking order but the research for key pieces. Most of you will have experienced the spying of an item in a magazine or a newspaper and lo and behold the item is not in store.

The store doesn't know what you are talking about even if they have a look book to reference and it always turn out the product isn't due to be dropped into store until the 3 or 4th drop in the season cycles.

One of the reasons Topshop and Zara are so successful is the product is in store 9 times out of 10 the moment it appears in editorial. H&M undertake campaigns to specific designer collaborations and new collections like the Garden Collection, so editorial indicates clear availability dates.

However, there are still retailers who don't get the timing right. They are happy to promote a garment heavily in editorial and then it takes months to come into store. Very frustrating and a disappointing experience for shoppers and stylists alike.

And that is why Rachel of Borth you never did get that M&S dress you so coveted and I have now lost the will to get it as I'm not important enough (coughs).

15 comments:

  1. I know what you mean last summer i saw a fab sequin cardigan in the ASOS magazine. I looked online almost evey other day to see when it came on sale.. it never did! So i contacted ASOS direct gave them the code and it was pulled before making the online store!! Arrrgggghhh

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  2. That happens to me all the time. I cut the pics out - stick them in my Look Boock and I am still waiting for one I pasted in last autumn (monsoon - I think) - never saw it in the shop or online.

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  3. Seems very odd for companies to do that. Odd and stupid too. Getting your clothes in a magazine or newspaper must be such great publicity that not having it available, d'uh?! And yes it's so frustrating too!!

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  4. You're so right I hate it when that happens - and do you know the jacket on the front cover of this months ASOS magazine isn't available to buy (and never will be!) They had it made especially for the model - how is that going to help them sell their wears??! (I'm writing a post about this jacket later in the week)

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  5. This is one of the reasons that you rarely see estate jewelry in major fashion editorials. Typically, estate jewlery is one of a kind.
    I understand the need to show pieces that are available in large inventories but it doesn't make my job any easier...

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  6. When I used to work in mags - the constant battle with PR's to get the samples to use in shoots for when the edition hit the stands. The amount of times I would feature something after being told yes this would be in-store 2nd week of May. But the reality was NO IT WASN"T. Then the lovely readers would write in or call to scream at us why they could not get the item we had featured... Blame the PR's!

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  7. Yes it's curious, but I've also seen quite a few things in magazines and telephoned only to find they're already out of stock. Timing is everything I suppose..

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  8. Agree it drives me nuts! Can't believe Tors Asos story!

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  9. Teawithonesugar - I do blame the PRs! I'm stilling holding a grudge against the Boden one who told me as I wasn't a magazine I wasn't important enough. I didn't want their stupid clothes anyway it was actually for a tv programme or a presentation to journalists.

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  10. I know! So frustrating, right?

    xoxox,
    CC

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  11. I can't stand it when this happens!

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  12. Urgh! This just happened to me last week. As you would expect I tourched the fucks with my merciless touch of tyranny!

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  13. You are right on.... the store sales people usually look at you like "WTF?" - it's annoying.

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  14. Gah I know the feeling, M&S are especially guilty of this.
    WTF Boden!!!

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