Egyptian Fashion Journalism as an Activation Mediator in Apparel Marketing Communication (Analytical Case Study for Hijab Fashion Magazine) | ||
| Journal of Design Sciences and Applied Arts | ||
| Article 31, Volume 5, Issue 1, January 2024, Pages 408-418 PDF (1.16 M) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/jdsaa.2023.221532.1314 | ||
| Authors | ||
| Menna-Allah Mohamed Gad* 1; Doha Mostafa El Demerdash2; Khaled Mahmoud El-Sheikh3 | ||
| 1Higher Institute of Applied Arts- 5th settlement | ||
| 2Apparel Department, Faculty of Applied Arts, Helwan University. | ||
| 3Apparel 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 | ||
| Fashion Journalism; Marketing Communications; Apparel; Fashion Magazines; Hijab Fashion | ||
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