GQ; Where men learn fashion
In the age of information, Digital Marketing is the current cornerstone of networking, consumerism, and advertising. It is the key marketing strategy for any current business on an online platform; regardless of their size, industry, or level of operation. The common practices of Digital Marketing involve merging the technologies of Search Engine Optimization and current marketing and advertising strategies across online platforms. Given the accessibility and efficacy of these strategies, many household corporations follow behind to reimagine their outreach to consumers. On the other hand, agencies that specialize in digital marketing can be outsourced by desired clients; the services provided can include: branding with the help of a design team, social media engagement, online marketing, and SEO to improve the quality and quantity of website trafficking. Career opportunities within several fields have skyrocketed as companies search for those who specialize in tools necessary to expand within an online platform.
The word “engagement” seems to be one of the hottest buzzwords when it pertains to observing the relationship between the business and its audience in the technological age. As companies leave the era of purely physical advertisements, an online presence is crucial to meet the current demands of web-centered audiences. Most significantly, the way in which we consume modern media and journalism has entirely switched platforms to digital mediums. The publications we familiarize ourselves with have gained the incentive to traffic viewers and new readers through an online interface, recognizing the business opportunity at hand. With a substantial following, organizations can better manage their means of marketing on digital platforms to not only engage current followers, but potentially attract a larger audience. The Gentleman’s Quarterly (GQ), has continuously held up as one of the mainstays of men’s fashion, lifestyle and fitness journalism in American culture since 1932. This publication provided a common ground for those who took interest in male style and enthusiasts of the fashion industry as a whole. As men have become more fashionably inclined, GQ has contributed to the redefinition of what it means to find comfort in masculinity. Popularization in the upkeep of the male appearance has reversed its connotation to acting “feminine”, but has also created a wider margin for both men and women to celebrate fashion.
The publication’s ongoing demand was fueled by their coverage of musicians, celebrities, and popular icons. Delving into the intricacies of their fashion sense and lifestyle made for a more personable journalistic approach, once hindered by popular American tabloids. A commonality found within each issue highlights not only the craftsmanship and value of fashionable pieces, but creates a demand within fashion retail for the average reader. Trendier clothing was once seen as attainable only by Hollywood elites or those who could afford the price tag. The importance of GQ’s impact on modern fashion entails the separation between the ability to add style to your wardrobe, and spending a frivolous amount to do so. The main articles of each magazine provide a brief description and retailer of products including clothing, accessories, and fragrances. The gap between accessibility to popular attire and the consumer as bridged, taking inspiration from the many featured cultural icons.
Transferring to digital platforms via GQ Online, their publications became more accessible to their current subscribers as well as incoming readers. Their current subscription offers the 24 latest issues in print and digital, including a complementary bag from their merchandise. Consumers are then made aware of their online store, available to those with or without a subscription. The line of merchandise offers physical copies of recent issues, branded clothing including collaborations with additional designers, skin care products, a myriad of accessories, and finishes off with a $50 mystery box of multiple randomized items. As online shopping serves as another increasingly popular means of consumerism, the magazine offers multiple incentives for readers to purchase both the pieces featured in publications and GQ’s own line of merchandise. Advertising offers another avenue for consumers to inform them of the multiple featured designers and retailers similar to the styles featured in each issue. The ability to hold online advertisements gains traffic for both the website as well as for the business being advertised. Shareholders and partners are rewarded from the attention drawn to their products, given the additional platform their advertisements can be run on. While the magazine performs as a standalone business, it provides an avenue of media marketing for third parties within the fashion industry; all while meeting consumer demands for both desired products and GQ’s coverage.
The medium of print in journalism is recognized for its ability to draw the reader’s already given attention to the products being advertised. This evolution to digital platforms has increased the efficacy of this process and opens opportunities for web expansion. Digital marketing as a whole proves for a better return on investment, utilizing the low costs of the online tools available to design, analyze traffic, and store large amounts of data. As technology continues to improve and become more sustainable, all companies will further increase their level of operation across digital platforms. The ability to reach multiple audiences and further their marketing strategies within GQ’s company was taken advantage of, allowing for a combination of niche markets to have their demands met simultaneously.