Media Kit

Our PromiseWe are destined to inspire our readers with a journey behind the scenes of the fashion design industry.

An inspirational journey to the runway from the industry experts.

What hides behind the design?

A B2B monthly publication aimed at the fashion design industry, with a niche target market of aspiring

designers. We are offering industry experts inside view of the fashion design business.

hemline will have fresh content each month that will appeal to aspiring designers who are preparing

to break into the industry, as well as established designers in the search for innovative ideas and young

talent

inspire, inform, innovate, surprise

A magazine created for those with a heartfelt passion for fashion design.

Our publication will be a specialist magazine, targeting a niche

market of aspirational and innovative budding designers, as well as household names seeking inspiration from

other influential designers.

With the magazine, part of our vision it to showcase the works of aspiring designers, whose designs have not been shown to the

media before.

The magazine is unique as it targets a specific group of people who have never had such good quality information at their fingertips,

there is nothing with this specified content or inspirational ideas on the market today.

Overview

Brand Values

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Brand eye analysisThe brand eye for our fashion design based magazine consists of all the potential competitors we could meet

with. The high – end weekly magazine Drapers seems to be our biggest competitor as it is a specialist magazine like ours targeting the fashion business sector. However, our magazine concept is hugely different in that it spe-cializes solely on the fashion design industry. Our readers are almost opposite to Drapers. We are targeting our magazine at young aspiring designers and established designers reaching out for inspiration and an innovative

drive, whereas Drapers has a prime focus on the retail business industry and so their readers derive from three key job functions: Owner/proprietor, store manager and managing director. “This high –level of job functions

demonstrates the influence and buying power of its readers.”

Although we have listed eight different publications in our high-end monthly category, the titles mentioned are hugely dissimilar to ours because rather than showcasing trends and collections for readers to buy into, our

magazine is looking into the business of these trends, the artists behind the work and the aspiring individuals who want to become the next household names. Vogue and Elle are tipped as our biggest rivalry in the category because, not only do they have all the primary breaking news, contacts, publicity and global establishment to do with the industry, they also promote fashion internships and feature fresh, new talent in their publications. Elle

recently held a competition to become the magazine’s latest beauty intern.

Out of all the tabloid weeklies, the Guardian could be a potential rival as they yearn for innovative, young business people; they promote jobs and so have an objective similar to ours in some respects.

The daily mail can post just about anything in greater speed, which is why they are listed.

In terms of tabloid monthlies, The Art Newspaper is a potential rival because they are a special publication, pub-lished in the style of news format about the visual arts. The fact that this particular tabloid is exploring the art

industry in a formal, business-like way suggests a spell of competition.

The National Student is also a potential rival because it is targeted at young, educational, innovative individuals, like our magazine.

vogue.co.uk, elle.com and asos.com appear to be our potential online rivalry as they deal highly with haute couture and often advertise opportunities of some sort to young aspiring talent. For example, The Vogue Tal-

ent Contest for Young Writers has been one of the UK’s most prestigious writing awards. We plan to expand our publication to the online realm, and these websites are the bones of the biggest fashion publications, and so they

already have a head start.

High end weeklyStylist

Drapers

Tabloid weeklyStyle magazineThe Guardian

Daily mail

High end MonthlyPurpleTatler

ASOS/asos.comGlamour/glamourmagazine.co.uk

Harper’s BazaarWonderland

Dazed & ConfusedLoveID

Elle/elleuk.comVOGUE/vogue.co.uk

Tabloid monthlyThe art newspaperThe national student

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RivalsDrapers Their readers?

The weekly fashion business title’s readers derive from three key job functions:Owner/proprietor (62%), store manager (22%) and managing director (7%). This high –level of

job functions demonstrates the influence and buying power of its readers.The three main business areas that our readers come from: independent retailers (39%),Department stores and multiple retailers (35%) and fashion brand/manufacturers (26%).

Who advertises what? High end fashion stockists, designers, independent retailers.

What the publication lacks in terms of editorial content?Genre boundaries- all content related to retail and latest trends, no information on people or designs. No reader interaction, all info written by journalists, very few interviews or opinions

within the magazine.Downfalls

Lack of reader interaction, no real life stories, very few interviews.Pillars

latest retail news, latest fashion line, brand list.How does the publisher market/promote the title?

Publishing promotion Drapers is an independent fashion magazines that’s falls into the b2b category therefore its in people in the fashion businesses best interest to be aware and purchase the magazine.

VogueTheir readers?

Vogue (‘the fashion bible’) readers are more resilient consumers of designer fashion in the present economic climate with more than 8 out of 10 still buying premium fashion brands.

Vogue readers collectively spent 1.3 billion on fashion in the last 12 months Premium beauty remains an area of compromise for Vogue readers

Vogue readers collectively spent 258 million on products in the last 12 months75% of Vogue readers agree that fashionable and beautiful jewellery complete the look.

Vogue readers collectively spent 74 million on jewellery in the last 12 monthsand a further 31 million on watches.

Who advertisers what? high fashion retailers and beauty brands.

What the publication lacks in terms of editorial content?Genre Boundaries – All content very high fashion, latest trends and very upmarket, must have a

strong knowledge of the fashion industry to read it.Downfalls

Vogue magazine works on the understanding that the reader is very aware of the fashion industry and the correct terminology.

Pillars Latest big fashion stories, interviews and trends. How does the publisher market/promote the title?

Publishing Promotion Vogue is promoted with the understanding and advertisement that it is a very long running

high fashion magazine that implies wealth, taste and class.

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The three whysWhy this?

(Product) The fashion design industry, in particular, is a hugely profitable and forever growing industry that needs looking into from an inside view, behind the scenes and a business perspective.

Why us?(Publisher group) As a group, we understand the industry and know a fair amount about fashion

design. We are passionate about the subject and have inside knowledge on our competitors. Furthermore, we are a young age group, so we are in touch with the modern, commercial world. We

understand that the new age requires us to adapt to changes in society. Additionally, we study Fashion, Editorial Styling, and Visual Merchandising, which play a huge role in the fashion design industry.

Why now? There is a bad spell of graduates failing to find jobs after their studies; the fashion industry is one of the most competitive and dog-eat-dog fields of work to get into. With the everlasting bite of the credit

crunch we need to inspire our young innovators with hope for success. We need to show them how designers made something out of nothing. We want to get behind the glitz and glam of the industry

and look at the history behind this and how fresh talent can make history. The late Alexander McQueen, a legendary fashion Designer was a huge inspiration to the entire fashion industry – and his death

ached the industry. As a group, we want to reach into the history of our late designers– to show our readers how this legends became so legendary.

Where is the gap in the market? Very few fashion publications, including a fashion business title, like Drapers show an in-depth,

behind the scenes incite into the history of fashion designers. Furthermore, there aren’t any fashion magazines that show methods of designing, initial designs behind the collections – and the thought process going on behind the scenes. As well, there aren’t any fashion publications that implement a detailed Lookbook of designer’s collections with the initial sketches a designer made before the

collection was pieced together. Furthermore, few fashion titles promote jobs, work experience, internships and apprentices each issue or have a continuous section dedicated to fresh new talent

hoping to become legendary.

Who are the audience? 18-25 year old females with a heartfelt passion for fashion design. Though, we will expect an older

audience of say, established designers, to read our title to scout for fresh, new talent.

What is different? Our magazine looks at the latest designers, collections, shows from an insider point-of-view. We aim to dedicate an entire section of our magazine to fresh new talent who are merely unknown to the

wider industry and whose designs have never been seen before. Furthermore, we want to continually promote the latest jobs placements and competitions on the back page of every issue. Furthermore,

our hemline young designer of the year competition (in every issue we will feature new designers and a scrapbook of their work to enter them into the competition. The winner will be announced

towards the end of the year and will enjoy a six page spread Lookbook and an internship with a top designer.)

Why do you think it can work? hemline is incredibly inspirational to aspiring designers as it takes our readers right back to the

sketches before the designs. It is in some ways, a bible to coach young innovators and established designers who are after inspiration. Additionally, it is a chance for aspiring designers to put their work

out there, to have there work seen and potentially be scouted by someone in the industry.

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HapticsFor this publication we will be using A4 glossy paper, as this page size will work better to show designs and pictures,

and the glossy paper is much more durable and looks more

professional. The magazine will be perfect

bound as we have 96 pages it is a large magazine and we expect our readers to keep the issues for a long period of time so this way is

much more sturdy.We want the magazine to look

proffessional and be very durable to carry around in a bag and keep

for long periods of time as our research showed the potential readers would keep a magazine such as this for up to 6 months.

Our initial print run will be 15,000 with the hope of increasing circulation to up to 20,000 in our first year of publication.

We are hoping to have approximately 40% of our readers setting up a subscription to the magazine within the first year, which we will be

advertizing at £35 annually. The magazine will be available at all high end stockists, being

priced at £3.50 in monthly instalments, because it is monthly we have a range of content and the magazine is intended to be kept for references. The publication is only being stocked in specialized

stockists and not everywhere due to it being a B2B magazine so it is information the reader will want to make the effort to read because

it keeps them up to date with their specified career.

Circulation/Initial print run

Stella McCartneychanging the face of fashion.

www.hemlineonline.com

March2012

Lookbook spring/summer

Designer of the yearaspiring designers whose designs

have rarely been seen before.

An inspirational journey to the runway from the industry experts.

£3.50 issue 1

hemline

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Key editorial pillars

News For this section we will have relevant

industry news targeting a range of areas from the fashion design industry.

Sample: London College of Fashion design students

at London fashion week

InterviewsMeet the most powerful industry

names in fashion design within the pages of hemline. Fresh, young talent

will also be talked to, providing inspiration, innovation and surprise.

Sample:Stella McCartney, Changing the face of

fashionFeatures

We will include unique, fresh and innovative content to help all designers

with their work ethic. hemline plans to celebrate the history of inventor’s work,

fashion practice and strategies for the design industry. Sample:

Methods of Designing

Trendshemline will keep up to date with

all the important events in the industry, as well, on-trend designer collection sketches

and colour palettes will captivate you. Sample:

Innovative VisualsPromotions

hemline’s various prestigious awards, endorsed by some of the

leading industry companies, like London Fashion Week will support the event. Young talent with a beautiful design skill will fight to win a impressive trophy. All competitions

and opportunities will be clarified.Sample:

hemline designer of the year competition

CareersThis section will compile of industry

talent, taking you into the hidden areas of internships, work placements, tools of the trade from industry experts and

opportunities for your CV’s.Sample:

Diary of an Intern

ColumnsWe have enlisted the fashion experts, like Brix Smith to run a column for six months, keeping you informed on key calendar

dates, opinion pieces and invaluable advice for the fashion design business. Your very own, Fairy Job Mother.

Sample:Brix Smith

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Sample double page spread (dps)

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Audience This publication is aimed at people aged 18-25, who are aspiring fashion designers

looking to get their foot in the door and learn how to get to the top, as well as established designers seeking inspiration and searching for young talent. Extrovert

characters, majority female, who enjoy looking at and evaluating other young designers work and prioritise going to Fashion shows and events. Our average reader does as

much work experience as possible with big goals, high expectations and a strong work ethic which enables them to perfect their garments to the best of their ability. Our

typical reader’s life revolves around fashion and a career in the industry.

The magazine should attract readers who are already established in the design industry and are looking for young designers as apprentices or to help inspire their work.

Amber Huntsman, 21, is a Fashion design student at London College of Fashion. Amber has been designing and making most of her own clothes since she was 16, she loves trying out new fabrics and tools to make her designs stand out. She makes sure her clothes get into every small show and exhibition that she can but she still feels like her work is

not in the public eye enough. She spends up to £15 a month buying various magazines to help her with her designs

and ideas and also spends hours surfing the internet and other designers sites so she is completely ahead of the game when it comes to fashion.

When she is not at her sewing machine, sketch book or doing mountains of research she likes to spend her time going to the artsy cinema nearby with a few friends or going to other peoples fashion shows. She may be young but she is very career minded and has

had her 10 year plan set out since she was very young. She has up to 4 different work experience placements a year so she can make as many

contacts as possible, in order to get a feel for life as a fashion designer in the real industry.

She has a small online shop where she sells accessories but it has not really hit off yet, her friends help out and buy the odd thing off there and she’s hoping that making

leaflets for her website, putting them out around the campus and taking them to various shows will help her get the awareness she needs.

Reader Profile

Pict

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from

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The hemline website will have extra content about designers and additional information not put into the magazine, but still related to the articles featured, and also some fresh interviews and features not in the magazine. hemlineonline.com will also include blogs from popular designers, ideas and lessons on sketching, different

methods of designing, top tips from top designers.

Online

Social Media Apps

The Magazine will have twitter, facebook and even a tumblr site all updated regularly with

info about the magazine, sneak peaks at content and events, pictures of designs going

to be featured in next magazine.

Within 6 months of the magazine launch we hope to have 80% of our readers looking at our online resources and following us on social media, in our survey 90% of

the people interested in the magazine claimed that that would use some if not all of the online material available to them. The feedback on the blogs and the website and the use of tumblr got the most positive feedback so they will be updated very regularly to

keep the informations fresh and new eveytime a reader logs on.

An app so readers can choose a selection of our designers blogs to follow.

We also plan to have daily design methods.hemline news app.Behind-the-scenes app.

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The awards

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hemline’s portfolio of prestigious awards for aspiring and young designers to accumulate in their path to the design industry will be

held every year. The amount of innovate, passionate talent burning to break into the industry is a driver for such investments. hemline readers will be invited to exhibit their collection of impressive designs to a range of industry panellists, at the hemline Catwalk Event,

including, Sarah Burton, Creative Director of Alexander McQueen.

The hemline Designer of the Year competition is the search for extraordinary talent with a promising design aesthetic. The competition is the chance for any seeking designer, between the ages of, 18-25, to showcase their

efforts to the industry. The Designer of the Year Awards will follow, crowning the winner with a trophy, as well as a sixth month Internship with a prised designer – Alexander Wang is

the first designer in our line of instalments this 2012.

On top of this hemline also offers opportunities for a fast track boot camp, a way for young aspirational designers to be put through their paces for 6 months,

they will be taught everything they could possibly need to know and more, the course will be rife with experts advice, knowledge and guidance. This experience will bring junior designers up to speed on everything and everyone in this industry so they will have the best footing to make their

way to the catwalks.

Advertising analysis

For our magazine we have identified Drapers, Vogue, Style (from the Sunday times) and I.D as our biggest rivals and so from these we have analysed the biggest advertisers in each of them to help us decide who will be advertising in our magazine. Because our magazine has a condensed and specific audience hopefully any advertisers we want that already advertise in

our rivals will be willing to advertise with us as well. The most common advertisers in this type of publication were high end fashion designers and

retailers, many of them are for Gucci, Prada, Chanel, D&G and other popular but expensive designers. As a contrast I.D did feature an advert for the Topshop website but this seems to be

fairly rare as I.D is not quite as high end as the other publications. For hemline, we are thinking of going in a similar direction with independent retailers but not necessarily the really high end designers, we are exploring more designers and boutiques

that would be interested in advertising in this type of publication. We will also do a lot of product endorsement within our content for brands, such as, London College of Fashion (LCF) and London Fashion Week (LFW). As well, reviews, interviews and fashion news features will

be a big part of this magazine which will encourage advertisers to get in touch with us on a personal level so their business gets the best possible advertisement and they will really get

their money’s worth as it will be aimed at the exact right audience for such businesses. However, because these advertisers will be few and far between we will have to endorse

designers such as, Alexander McQueen, Miu Mui and Louis Vuitton, as through the surveys and research the results definitely showed that this readership would like to see both established,

well known designers side by side with aspiring designers to give a whole range of styles, designs, ideas and inspirations. Having these higher end designers looking to advertise with us will also mean we are able to charge a larger amount for the spaces available making our

magazine a lot more sustainable in the long run and the opportunity to push more boundaries and make the publication the very best it can be.

We will be having over 30% of our magazine taken up with advertisements therefore we have to be rigorous with what goes in, it has to complement our editorial content and help with the continuity of the magazine. It also has to fit in with our design ideas and not feel like

something that has just been put in with no thought. We intend to have a rounded easy to read interesting magazine and for that reason the advertorial must work well and be part of the

magazine not an annoying extra.

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Advatorial rates

Rates

Full Page - £8,000

Half Page - £4,500

Quarter Page - £1,500

Mini ad on back pages - £350

Specials

IBC, IFC, OBC - £13,500

Inserts

(A5) £25 per 1000

Online

Skyscraper (120 x 600) - £25cpm

Side boxes (336 x 280) - £31cpm

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FeedbackRebecca Jenkins, 20,

Aspiring stylist.

“As an aspiring stylist, its great to have a

more fashion focused magazine. Most

magazines advertise clothes whereas

this one shows the business side of it. For me it will be the best magazine around, I will be forever

carrying it around in my bag to read when I get the chance.”

Charlotte Orr, 20,Fashion student.

“hemline features all the elements that allow any creative individual or aspiring designer to be successful in the fashion industry. Its arrival has been long anticipated and with me being an aspiring designer myself, I do not doubt that it will give me the guidance and inspiration which I need to be a successful international designer.”

The Facts

~ 86.21% said our magazine would be sustainable in the fashion design industry.

~ 93.10% are interested reading hemline.

~ 82.76% said there is a market for an online version of hemline.

~ 79.31% will pay for an online version of hemline.

~ 55.17% said they would keep their issues of hemline forever.

~ 72.41% said they were happy to pay between £3-4

~ 93.12% agreed that hemline would look much better in magazine format as apposed to just a website.

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YesNo

Do you think a magazine aimed solely at the fashion design industry is needed in the literary market?

Yes

No

Give it a trail

Purchase aswell

If you are committed to reading fashion design publications, would you consider purchasing our magazine instead of your current favourite?

£1-2£3-4£4+

How much would you pay for a publication such as this?

Snapshot of content...What our readers told us they would like to see...

~ ‘Methods of designing’

~ ‘The trend research/colour palettes/initial designs behind collections.’

~ ‘The thought process going on behind the scenes would set it apart from other fashion magazines’

~ ‘Innovative visuals’

~ ‘Job adverts/Internships, ‘a day in the life of ...........designer’, ‘tools of the trade’, tips for students, competitions for design students.’

~ ‘Articles about up and coming designers, new collections’- anything inspirational’

~ ‘A new take on the concept of putting clothes together and being able to renovate the current ideas that consider outsiders and non-fashion’

~ ‘Inner lifestyle of fashion designers and the inspiration they use and how they create their catwalk collections. It would be good to be both top designers and new coming designers.’

~ ‘New interesting designers mainly with a few established designer such as Victor &Rolf, Alexander McQueen and also fashion photographers and illustrators’

~ ‘Interviews with designers, stylists, photographers. Lookbook style photo shoots of designers work. High street fashions inspired by designers. Up and coming people in the industry.’

~ ‘Patterns, designers, collaborations with photographers, awards.’

~ ‘Backstage news’

~ ‘Current trends retail and designer, fashion forecasting, patterns, illustrations, interviews.’

~ ‘Stella McCartney’

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Key staffEditor in chiefSakaynah Hunter, 20Has a degree in Fashion journalism and a career in the design department for the John Lewis Partnership. Interested in fashion

forecasting and trend analysis.

Creative Fashion DirectorElizabeth Freeman, 20Has a degree in Magazine Journalism, and extra studies into design and production. Has a passion for photography and the creative process of magazines.

Freelance writers

Columnists

Jennifer BroomIn 2007, she

graduated with a First Class BA (Hons)

in Fashion Design from the University

of Northumbria, specializing in

womenswear with pattern cutting. She is interested in pattern cutting, illustration, writing and communicating

fashion, and skilled in various areas, from brand

development, garment manufacture to illustration.

Brix SmithIs a well re known Fashion Expert. In 2011, she launched first East London boutique, Start. Since then, she has grown four boutiques, not to mention, an online store. In recent years, Brix has appeared on a number of British Television shows, such as Gok’s Fashion Fix.

Henry Holland After graduating with a BA in Journalism, which he accumulated at London College of Printing, Henry Holland has created a house for his fashion designs, ‘The House of Henry Holland’ In February 2008, he the label held its first solo show on the main Fashion Week schedule, winning him the ‘Best Use of Tartan Award’ at the Scottish Fashion Awards. With a strong international pull, House of Holland now has an impressive list of international premium stockists, including, Browns, Selfridges and House of Fraser.

Julie Yeung Currently undertaking a MA Fashion Design Technology progrmme at London College of Fashion. She is a Creative Pattern Cutter at Freelance, Collection Development Assistant at Roland Mouret, Studio/Pattern Cutting Assistant at Erdem, Studio Assistant at

Jasmine Di Milo @ Harrods and now we have enlisted her

as one of hemline’s freelance writers. Jolie is fluent in French and through extensive,

fashion education, and industry experience, has

acquired an excellent range of techniques including developing

fabrication technology, couture garment

construction and Adobe Creative Suite skills.

Eppie Conrad She is a Fashion/Textiles designer. This Fashion Design graduate has

accumulated internships for companies, like, Knit1. Eppie has designed for associations, such as,

CAD, Textiles & Graphics for Fashion (CTGF,) Creative/Textile

design Forum and Freelance Apparel & Accessory

Design Network. As well,

Shortlisted for The Adidas London 2012 Sportswear

Design Competition.

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Contact detailsEditor in Chief

Sakaynah Hunter 02074365463

Sakaynahhunter@hemline.ac.uk

Creative Fashion DirectorElizabeth Freeman

02074365463Lizzyfreeman@hemline,ac,uk

WriterJulie Yeung02074365463Julieyeung@hemline.ac.uk

WriterJennifer Bloom02074365463Jennybloom@hemline.ac.uk

WriterEppie Conrad02074365463Eppieconrad@hemline.ac.uk

Editorial Team PR team

MarketingHarriet Hurley02074365463Harriethurley@hemline.ac.uk

Marketing AssistantHannah Powis02074365463Hannahpowis@hemline.ac.uk

RecruitmantRuth Whittaker02074365463Ruthwhittaker@hemline.ac.uk

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