FASHIONOFFICE INSIGHT by publisher Karin Sawetz December 2010
Karin Sawetz is journalist, media researcher and fashion scientist (Mag. Dr. phil.).


Fashion and media theory at Fashionoffice

Fashionoffice's editorial concept is built upon the scientific approach to fashion and the theory that fashion has to be seen in a timeline and in context.

• Clothing can be used for communication (and consequently for social interaction) as it has a memory function
• Clothing traditions are changing in cultural contexts
• Clothes have political impact

What sounds theoretically and bone dry is converted by Fashionoffice into colorful and amazing articles, which report from the latest international fashion, beauty, and art trends.

In November 2010, fashion inspired by UNESCO listed cultural heritage and fashion/art as mediator for foreign cultures had been on focus of Fashionoffice articles. Find teasers for some of them below.

Behind these articles, which are the visible products of our editorial work, the organisation Fashionoffice.org is doing fundamental research on the transfer of information through media like the internet.

In the last 15 years, Fashionoffice has continuously researched the reception and presentation of fashion online: from the FashionAvigator-study in 1995 to the ‘Memorized Data’-hypothesis in 2009 and the monthly collection of data from the user statistics like you can see on this page, which confirm the already statistically verified assumption that publishers and advertisers have to calculate the impact of editorial content as well as online-campaigns with a new factor: un-progressive data.

Now, after five years of fundamental research on the construction of reality online, the summary of the study on ‘Memorized Data’ will be released on 7 December 2010 in the Annual Multimedia 2011 (Walhalla Fachverlag, Berlin). Find out more on fashionoffice.org/press/2010/mediainfo11-2010.htm.

Exemplary new articles on Fashionoffice, written and published in November 2010:

• Ari Seputra's new collection ...is inspired by traditional Indonesian themes: Borobudur (Buddhist temple), Wayang (puppet theatre), and Keraton; the gown on the image refers to 'Keraton' (means 'royal palace')...
• Dancing through the night Inspired by the high-culture in dance and music of the 'Wiener Ball', which is an Austrian contribution to World Heritage, Fashionoffice has collected some pieces for a ball...
• Elemental Men Style Fashionoffice collected some pieces that are inspired by the element water and its transformations snow and ice. Fashion by Gant...
• Ming Wong The left screen shows the scenes of a Rainer Werner Fassbinder movie; right, you can see Berlin/Singapore based artist Ming Wong in the female role of the "successful but arrogant fashion designer..."
• What's real? Vienna and Taipei based artist Jun Yang questions our perception of time and space in an exhibition about the result of mass media such as mobile telephones or internet on the perception of reality...

Articles with the most impressions in November 2010
The statistics of the different media Web, Mobile, and Feeds give an insight into user preferences. The Trendletter is not tracked by a statistical tool. Ranking of the most viewed editorial pages between 29 October - 29 November 2010, data by Google Analytics (the bold fonts signify articles from the last 12 months; the others are from the respective month-year). The technics of Fashionoffice (fashionoffice.org, fashion.at, confashion.com, beautyme.com, styleradar.com, beautyradar.com, FashionAvigator.com, cytara.com) is outsourced to a US hosting provider with data centers in US, Massachusetts.

Web
Fashionoffice: fashion.at, beautyme.com, confashion.com

1. /culture/beecroft10-2003.htm
2. /ss2007/lenesecher5-2007.htm
3. /ss2007/puma3-2007.htm
4. /ss2008/ritukumar10-2007.htm
5. /ss2007/venlai5-2007.htm
6. /ss2007/philippplein4-2007.htm
7. /ss2007/schweitzberger5-2007.htm
8. /ss2006/jiwonree6-2006.htm
9. /ss2007/galati6-2007.htm
10. /ss2007/generalmotors6-2007.htm
11. /ss2008/ibm1-2008.htm
12. /ss2007/inhorgenta4-2007.htm
13. /culture/beecroft101.htm
14. /ss2007/garges6-2007.htm
15. /cosmetics/2008/makeupforever10-2008.htm
16. /culture/2008/chanel5-2008.htm
17. /culture/beecroft101b.htm
18. /cosmetics/2006/givenchy12-2006.htm
19. /who/calvin1.htm
20. /film/domino11-2005.htm

Mobile
fashion.at/mobile

1. /hellajongerius11-2010.htm
2. /india11-2010.php
3. /ariseputra11-2010.php
4. /karinsawetz11-2010.php
5. /citystyle11-2010.htm
6. /menstyle11-2010.php
7. /snowstyle11-2010.php
8. /womenstyle11-2010.php
9. /bourcart10-2010.php
10. /index4-2010.php
11. /stoneisland11-2010.php
12. /winterstyle11-2010.php
13. /dancestyle11-2010.htm
14. /explorerstyle11-2010.htm
15. /index10-2010.php
16. /index11-2010.htm
17. /skimovie11-2010.php
18. /strellson11-2008.php
19. /hatzenbuehler1-2009.php
20. /parajumpers12-2008.php

Keywords that bring users by search to Fashionoffice:
(Google Analytics 29 October - 29 November 2010)

fashion.at and fashionoffice.org

1. vanessa beecroft
2. fashion
3. beecroft
4. sonja bennett
5. fashion office
6. film noir fashion
7. office fashion
8. step up
9. one minute sculptures
10. vichy
11. chanel
12. steven stahlberg
13. fashionoffice.org
14. frauen
15. erwin wurm one minute sculptures
16. tableaux vivants
17. europe fashion
18. strellson
19. calvin klein
20. magazine editorials

beautyme.com

1. euphoria
2. wella
3. vichy
4. make up
5. 50's make up
6. max factor 2000 calorie
7. makeup forever
8. 50s make up
9. euphoria calvin klein
10. make up forever
11. wella magma
12. beauty me
13. helena rubinstein
14. lip fusion
15. lipfusion
16. 50's makeup
17. guerlain blush
18. perfect skin
19. clinique
20. creative make up

confashion.com

1. confashion
2. pierre garroudi
3. confashion.com
4. contemporary man
5. catwalk stage design
6. con fashion
7. korean fashion 2011
8. levis 2010
9. lie sang bong
10. maison martin margiela design team
11. the contemporary man
12. wolford body
13. "copper chain" ivana
14. confashione
15. dirk bikkemberg photoshooting
16. georges chakra
17. ivana helsinki textile prints
18. jean paul gaultier for levi's
19. jeff koons inspired
20. jiwon ree

Ranking of the Fashion Feeds (from 29 October - 29 November; data delivered by Feedburner) after views and clicks.

FashionFeeds
https://www.fashion.at/feeds/fashion.xml

Name, Views, Clicks

24/10/2010 - 'Désolé' by Sexion d'Assaut 54 495 –
25/10/2010 - Music video 'Rayuela' by G… 58 473 –
23/10/2010 - Tom Ford in a parody of a … 53 473 –
19/10/2010 - Live video and free downlo… 52 474 –
17/10/2010 - Video: Dava Newman's 'Seco… 53 472 –
17/10/2010 - 'Empress of the North' by … 53 462 –
28/10/2010 - Fashion video 'Ethereal co… 66 413 –
25/10/2010 - Video instruction on ass-k… 57 419 –
24/10/2010 - Video about an artist who … 54 385 –
30/10/2010 - Michelangelo Pistoletto an… 77 346 –
21/10/2010 - Video: Juliana Sissons spe… 53 358 –
29/10/2010 - Interview with Andrew GN 69 316 –
13/10/2010 - Two synth-disco music-brot… 41 344 –
15/10/2010 - Punk-rock band 'The Gaslig… 41 344 –
15/10/2010 - Movie 'The Kids Are All Ri… 41 342 –
9/10/2010 - 'To Binge' by Gorillaz feat… 42 332 –
20/10/2010 - Invitation to an Online-DJ… 54 304 –
11 Nov 2010 - 'These boots are made for… 61 285 –
20/10/2010 - Mp3 download: 'Hyper Worm … 53 291 –
11 Nov 2010 - "Vibrating powermascara!"… 66 278 –
16 Nov 2010 - Video: 'You Look Like Shi… 71 265 –
16 Nov 2010 - 'Think Contra' view on Be… 72 263 –
15 Nov 2010 - Balkan Gypsy dance music … 75 259 –
...

Source: Original article with images on https://www.fashion.at/survey/2010/karinsawetz12-2010.htm.


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