What's The Purpose Of UNIQLO, COS And Other Brands?

There are many reasons for the brand to issue their own magazines, whether they are novice or experienced veterans, pure idealism or commercial propaganda..TA wants to convey to consumers more brand attitudes, images and ideas.

In this age of paper-based, the following 5 brands, 5 magazines, deserve your flip.

UNIQLO - "LifeWear magazine"

In August 23rd, the Japanese fashion giant UNIQLO UNIQLO, the topic of constant fashion, launched a new fashion magazine "LifeWear magazine" to promote the brand's LifeWear philosophy. This core concept was launched in the world as early as 2013, and designed simple, high-quality and evolving everyday clothing to provide everyone with inspiration and lifestyle guidelines.

To this end, UNIQLO also hired Kinoshita Hyoho, editor in chief of the Japanese fashion lifestyle magazine POPEYE, to join UNIQLO's team to take charge of the overall creative dissemination of the brand. This magazine is also the first work that he personally worked on.

The theme of the first issue of the magazine is "New Form Follows Function" (the new "aesthetics originating from function"), reflecting the design concept behind the 2019 autumn and winter series. It will be discussed from different angles, through rich fashion stories and character interviews.

In this 120 page magazine, the contents include 16 sections: 2019 autumn and winter series, the upcoming "JW Anderson x UNIQLO" series of Lookbook, Hu Zhiming city guide, brand news, spokesperson exclusive interview and other exclusive content.

Among them, "A Day in Tokyo" column is the most interesting one, which mainly shows the guide of vegetarian wear, which is an excellent fashion model that can be bought and worn.

It is reported that the magazine will be updated in the form of semi annual publication, and will only be distributed free of charge at UNIQLO stores. The electronic version has also landed on the official website of UNIQLO. Only Japanese and English versions are available, and it can also be downloaded on Kindle.

"It is a great challenge for us to pass the brand spirit of UNIQLO LifeWear" through different aspects. Magazines are very important for cultural transmission. -- Kinoshita Hyoho

　　 Acne Studios -- "ACNE PAPER"

In 2005, the Swedish fashion brand Acne Studios issued the vanguard magazine "ACNE PAPER", which was published in two phases a year, published 15 times in the form of semi annual publication, and ranks among the forefront of many fashion magazines. It is sponsored by Thomas Persson as the editor in chief of the magazine.

As a maverick fashion brand, Acne Studios magazine is also different from most publications issued by most fashion brands. "ACNE PAPER" basically does not take commercial advertisements. The content is not only limited to fashion, but also has little to do with the fashion products of the brand itself. Apart from the title, almost nothing is found about "ACNE".

The purpose of the existence of "ACNE PAPER" is to label the human society and its inner imagination, to observe history and news, as well as to cross age culture education. As for fashion industry, it is not so important. -- Thomas Persson

This magazine has reached a certain level of art, and the theme of each issue has reached the high standard of "enough to attract people who are interested in art". Each character's subject is a person who has enough weight in photography, fashion and art, including fashion designer Alber Elbaz and actor Tilda Swinton.

In 2012, ACNE Studios also launched a book, Snowdon Blue, in collaboration with the famous British photographer Lord Snowdon. The book contains 61 portraits of famous people wearing blue shirts and photos of some small shops in London, Paris, New York and Stockholm.

　　 D&Department -- "D Design Travel"

Japanese designer Nagaoka Wise founded the aesthetic concept of "Long Life Design" in 2007, and founded the D&Department, which designs and implements the shop. It mainly excavates and sells good designs in Japan. It is not only good at transforming old objects, but also opening museums, opening restaurants, designing travel shops, etc. currently, there are 12 shops in Japan, Korea and China.

Since 2009, D&Department has launched its tourism magazine "D Design Travel" (the tour of D design), which is an essential guide for tourist lovers, and has issued more than 20 volumes.

From the point of view of design, the magazine takes every area in 47 prefectures in Japan as the theme, and selects the "scenery, food, drink, purchase, lodging and people" in line with the "long-lasting design" from the perspective of the travel, and excavate the unique charm of every land, such as the local characteristic style, design stores, hotels or scenery.

Such a classic and best-selling "D design trip" MOOK series has Tokyo, Osaka, Kyoto, Fukuoka and other cities, the current Chinese version of the series has 4 copies, "D design journey: Kyoto" is the first issue. At the same time, it published books such as "wise thinking in Nagaoka", "wise practices in Nagaoka", "Nagaoka sage and Japan" and "open shop".

Nagaoka Wise also found that "people pay more attention to learning and experience than shopping." On the platform of "D Design Travel", he created a new space for Japanese local customs to rediscover the beauty of local characteristics, aesthetic traditions and landscape design in the world.

　　 COS -- "COS Magazine"

As a brand of high-end subsidiary line of H&M group, the target consumer group of COS is mainly middle and high end urban white-collar workers, which makes their products simple, fashionable and temperament. At present, there are more than 30 stores in China. At the beginning of this year, the world's first men's wear shop was opened in Sanlitun, Beijing.

As one of the most unique and most popular brands of H&M group, COS has launched its own brand half year magazine "COS Magazine" very early. Magzine, Studio and Things are the three projects that COS extended to the high street aesthetic standard "Collection of Style".

COS Magazine is issued in two phases a year. It is synchronized with fashion, divided into spring, summer and autumn winter series, and can be freely obtained from each store. Currently, there are only English versions.

Each magazine of COS will interview and produce different thematic contents according to different themes, extending the same aesthetic and brand value inheritance, but invariable is the Nordic temperament forever. TA is the deep version of fashion LOOKBOOK.

Taking the 2018 autumn and winter series as an example, the theme of this issue is "architecture" to explore the different experiences of people in architecture. Through the introduction of different styles of architecture around the world: apartments in Manhattan, houses in New York, studios in London, villas in Nanjing, etc. By visiting the occupants or owners of buildings, we can experience architecture from different visual angles, and share the impact of architecture on their lifestyle.

　 I.T -- "I.T POST"

I.T is a fashion group with multi brand matrix. The most brilliant era of TA also represents the most prosperous period of Hongkong fashion. In 2007, the fashion magazine "I.T POST" was launched, the two issue of the year.

In addition to the most attractive works of the season selected by I.T, as well as many interviews with famous people, this magazine is a full-color publication mainly based on visual shock. It is designed for fashion lovers who are keen on fashion and art.

In 2016, I.T POST also held the "I.T POST 10th anniversary retrospective exhibition" in Shanghai, creating a building space full of future fashion sense, displaying every cover and the visual creative works over the years.

　 summary

As COS's creative director has said, "the role of a brand magazine is like an inspiration tool, a creative medium. And photography and production need to meet the seasonal fashion style, which can effectively integrate inspiration and products. We are proud to present a beautiful, short, imaginative magazine to consumers. "

In addition to UNIQLO, Acne Studios, COS and I.T, more Brand Company also regard paper media as a new way to arouse consumers' resonance, such as Six of COMMEdes GARCONS, online magazine platform launched by fragrance brand Jo Malone2017, "The Talk The", "Zai" of the company, "the" of "the" and so on.

Besides promoting sales, brand production magazines may even want to explain the fashion philosophy and lifestyle that TA highly admired. Through magazines, we can make some content and tell some stories for the brand in a more attractive and efficient way. Let consumers not only short-term purchase behavior, but develop more hierarchical and deep loyalty value identification users.