Egyptian Fashion Journalism as an Activation Mediator in Apparel Marketing Communication (Analytical Case Study for Hijab Fashion Magazine)

Document Type : Original Article

Authors

1 Higher Institute of Applied Arts- 5th settlement

2 Apparel Department, Faculty of Applied Arts, Helwan University.

3 Apparel Department, Faculty of Applied Arts, Helwan university.

Abstract

The relationship between fashion media and fashion industry has always been symbiotic. Fashion journalism became economic in the first place; its cultural goals receded in exchange for economic goals. Fashion journalism became an essential mediator in the fashion industry process - as it conveys vision to target audience - therefore considered an essential mediator in fashion marketing communications.
The research problem is the lack of scientific studies in the field of fashion journalism in arabic. Thus, research aims to study Egyptian fashion press publications; to analyze their content and tasks, especially their role in marketing communication, through a case study of "Hijab Fashion" magazine.
Researchers relied on scientific books, the Internet (the official platforms of publishing houses; websites and social media), personal interviews, and collecting previous magazines' issues from multiple sources.
The results were: classification of the content presented in the Egyptian fashion press (informative, informative, marketing) by listing contemporary specialized publications, also determining the percentage of marketing content in the magazine through study case (Hijab Fashion).
Researchers recommend paying attention to the role of fashion press in activating marketing communications with public, moreover, press institutions need to document their publications to protect them from being lost by time.

Keywords

Journal of Design Sciences and Applied Arts
Volume 5, Issue 1
January 2024
Pages 408-418

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