- selected fashion news for mobile phones

Fashionistas, save your money! has picked online locations by hand to deliver better shopping conditions for edgy designer pieces and interior.

Saving money is a keyword at this time – even in fashion. So has started to search for interesting shopping locations to cooperate with and has found CoutureLab, YOOX, Forzieri and others where design pieces from Moschino, Chloe, Diesel, Kenzo, Dolce & Gabbana, Isabel Toledo, Prada, Versace, … can be found for better conditions. Some of the offers at have additional coupon codes that make it easier to save more money.

Shopping tips like the ones we are now offering on are a useful feature for the readers along to the editorial information which we prepare with text, image, video, music, interaction,” publisher Dr. Karin Sawetz.

Alongside to the recently launched daily news via RSS and the mobile site, the special shopping tips will enrich the magazine with money-saving know-how. The offers by, YOOX, … are installed beside editorial articles about collections, exhibitions and other news from the world of fashion and beauty. The shopping opportunities are placed on fixed positions and not via behavioural targeting.

“Since two years we are working with Google Adsense and it is a great technology. But is installed on a standardized and checked web server; even through CERT. Fact is that international internet service providers use new kinds of content delivery systems to reduce the traffic massively on the internet. These content delivery systems are allowed and legal although the data from standard industry servers such as Google Adsense and Google Analytics or even Alexa are not able to measure the traffic. So we have decided to “hand pick” shopping locations for our readers based on our professional knowledge about fashion, design, beauty and luxury,” publisher Dr. Karin Sawetz.

Check out the online site!

RSS and the mobile site of

The “headline” policy on’s mobile site

Since October 2008 publishes selected news edited especially for mobile phones with appropriate layout and text including music and video for smaller screens on

Brand new for the magazine is the creation of common headlines such as ‘Choose after your personal preference: pleasure, love or pain’, ‘Heating up the Dancefloor!’ or ‘The Reinvention of Man's Body’. online uses the credit (name of the designer or exhibition) as the headline.’s new platform for mobile phones induces headlines with more information about the “story” than the “source”. This is caused by reading the mobile site which has much more in common with traditional linear media such as printed newspapers or TV than with using the Internet. The reasons are: the smaller screen reduces the layout and the small keyboard is perfectly only for the easiest navigation. On the headline site of self-explanatory pictures with credits are now replaced by extended headlines.   

The idea for the daily news feature

At first we thought a fashion magazine wouldn’t need a daily news feature; but we are producing so many news and have so many more different readers than a regional newspaper – in two months has 82% new visitors – that RSS is a very adequate way to inform our readers,” publisher Dr. Karin Sawetz.

In September 2008 the worldwide fashion magazine started the RSS opportunity as the forerunner for the mobile site. One month later the layout for the mobile site was created in the colors yellow and pink of the favicon - the favorit icon which appears in the browers benath the URL-title is easy to read: the white background of the screen with the dark blue letters, flashy blue and purple pink hyperlinks are similar to the layout of the cover site of itself. With the yellow navigation bar appears very sunny on the phone. By entering the mobile site the headlines of the selected news will welcome you; when you click them you will get the articles with image and mostly a video.

RSS and the mobile site are even great to deliver Maxxmo’s music tips: the content of Maxxmo’s radio changes very fast and is not archived. With RSS and the mobile site fashionoffice users can enjoy once or even twice a week new music selections which we collect from fashion parties, trendy events, independent labels, charts of edgy brands and tips from leading designers,” publisher Dr. Karin Sawetz.

More about
In 2008 celebrates international top-relevance in the category ‘fashion’ through 12 years. With the anniversary-search of in their oldest available index (January 2001) you will find out that the magazine ranked with the “mother” of all Fashionoffice channels on the 3rd place of about 6,840,000 results for ‘fashion’. Today, the magazine is still on the first site of 450,000,000 results on worldwide searches for ‘fashion’; although is not a partner in Google's ad network for placement-targeting.

Founded in 1995 with the extensive “FashionAvigator”-study about fashion online, Fashionoffice was in 1996 one of the first fashion magazines exclusively published online. Soon the magazine has established special channels about fashion, art, luxury and beauty and received several prizes such as the ‘Angel of Fashion Award’ in 1996.

Probably one of the reasons why Fashionoffice has gained this top Google position over so many years is that it is not a loveless copy of a printed edition and has never followed the idea to become a copy of a traditional magazine; Fashionoffice is an authentic online magazine, born of the internet with all the features we love the media for: text, image, video, music, interaction,” publisher Dr. Karin Sawetz assumes about the success of Fashionoffice.


Dr. Karin Sawetz, founder and publisher of, is journalist, media researcher and fashion scientist:

Karin Sawetz has a diploma from a higher-level secondary college for the fashion and clothing industry. She was awarded with the first prize for her design of the male work trousers for the OMV filling stations (OMV is Central Europe's leading oil and gas group) - the design has been realised. Before and while studying for the diploma she was designer for her own label, which she has presented international. Beneath her studies at the University of Vienna she worked as costume designer for theatre and film, was civil servant at the Austrian Federal Ministry of Economics (Department Fashion & Textile Industry), ...

After she has finished her studies at the Institute for Journalism and Communication Sciences, the Institute for Film-, Theatre- and Media-Sciences, the Institute for Philosophy at the University of Vienna, and the Institute for Artistic Sciences, Art Education and Communication, Department for Cultural and Intellectual History, at the University of Applied Arts, she was lecturer at the University of Vienna (online market research) and the Vienna Chamber of Commerce, published scientific studies, ...

In the last years she focused her work on as an international magazine and organization for intercultural approaches in fashion and art. More about her publications>


Sawetz (C) 2008