Satisfying consumer experiences in print and online fashion magazines

Astrid Regout

Student thesis: Master thesis


The thesis seeks to explore the consumer experiences connected with the fashion magazines. This has lead to the following research question: what are the drivers that lead to satisfying consumer experiences with the fashion magazines, and what differentiate an experience in the print from the online version? The findings will help the magazines to improve their performance by focusing on the drivers that truly matter to the reader. Indeed, the industry is facing major challenges due to new technologies and the Internet, which are changing the reading patterns of the readers. The methods used to answer the question have been first collected through qualitative researches including focus groups and in-depth interviews. These provided the foundation to the quantitative research, which was a survey. The literature review about consumer behaviour in fashion, the philosophy of the Web 2.0 and consumer satisfaction were aimed to provide explanations of the outcome of the survey. The results of the survey lead to the conclusion that the main print requirements are: the tendencies of the season, quality photos and content, the cover, opinions from professionals, an appealing layout, a streetstyle section and diversity in the content. As for the online, the main requirements are: the ease of navigation that includes a well structure home page, a clear and simple menu, a slide show, a research bar and a zoom function on the pictures. Additionally, the website should report the new tendencies, be up-to-date, contain links to blogs and websites, videos, archives and present quality photos. Regarding the differences between the two versions, the print performs better than the print regarding the relaxation effect, the appealing layout, the ‘selling dream’ factor, the quality of the photos, the appealing visual whole and the inspirational feature. On the contrary, the online is better than the print with the quality of the addresses, the mix of stars/VIP and models, and the updates. It as been decided that further researches need to be held as to define the type of readers the fashion magazines wish to target. Indeed, their involvement has an impact on the development of the requirements.

EducationsMSc in Brand and Communications Management, (Graduate Programme) Final Thesis
Publication date2011
Number of pages123