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fashionoffice - magazine

Screenshot Fashionoffice Jan 2010
Media information, Jan 2010

User-Generated Layout Evolution
Fashionoffice has re-launched the magazine’s look by placing icons for the Mobile Site and Feeds on the top-left of the layout and a slimmer navigation that complies with the statistical user interest.

Annually since 1996, Fashionoffice re-launches the magazine at the beginning of a new year. According to this year’s increasing interest of using web content on mobile phones, the re-fined layout shows two self-explanatory icons on the top-left on covers and editorials which are leading to the mobile site and the FashionFeeds. The navigation is now slimmer to focus stronger on the user-interests for video content, music, and young talents.

The design of the icon
The shows a phone with the logo of Fashionoffice on the display. The logo was developed by thinking ‘online’. As the magazine is published exclusively online, this is represented by the favicon (=icon that appears in the address field of the browser) of the main domain of Fashionoffice(.org).

The international common logo for Feeds
Next to the icon, the international common logo for RSS Feeds signalizes the opportunity to receive updates from Fashionoffice. The FashionFeeds provide daily new article headlines and short messages.

The new arranged navigation
The navigation on the left side is neatly arranged. It focuses on the main interest of users which is compiled constantly. Fashionoffice restores its editorial capacity for selected themes such as ‘film’ to get more time to research and write for channels like ‘music’; this editorial strategy is reflected by the navigation. The navigation is easy to handle for users. The inspiring idea was to think ‘web’ in the basic way how communication is enabled online: common scripted hyperlinks are leading from one channel to another; as soon as a wanted channel is reached, the selected hyperlink changes into a bold font face.
The navigation is designed on basis of statistical data
The decision to reduce the navigation by archiving directories is deduced from the data which are delivered from the web analytics solution Google Analytics. Fashionoffice has installed the Google Analytics scripts on the pages of its websites (,,… etc.) to get statistical information about the magazine’s traffic and the user interest on editorial articles.

Most viewed articles in 2009
The statistics for the most viewed articles in 2009 show that above all, especially young talents are requested. The students from the Academy of Art University San Francisco are getting more requests than the labels Chanel, Triumph International, and Calvin Klein in the 10 first top-ranking positions in sum. In the special channel 'film' for example not one of the most recent articles has reached the top-40-ranking. The statistics about traffic and user interests contributed the ideas for the new layout and its navigation which are not created to channel a desire but under the premise to supply a want.

The top-40 ranking of the ‘Most viewed articles 2009’ is published online.

Get more information about the founders of Fashionoffice and the magazine’s history.

Media information, Fashionoffice:

Dec 2009
The influence of advertising on user awareness 
Fashionoffice has focused its promotion on editorials from 2009 by running 4 million contacts in 5 months. The effect: Google Analytics tracks not one of the promoted articles as the most viewed.

Nov 2009
40% of Fashionoffice's main domain traffic comes from Pakistan 
New statistics about Fashionoffice's traffic show that in October 2009 most of the (approximately 40%) come from Pakistan. 

Oct 2009
PRO Academic Research

The NPO & NGO opens its academic research program for supporting partners.

Oct 2009
The ‘Memorized-Data’-hypothesis

Fashionoffice's statistics of the most viewed articles from July to September and high ranking keywords verify the hypothesis that memorized data gain more attention. Publishers and advertisers have to calculate the impact of editorial content as well as online-campaigns with a new factor: the unprogressive data...

Sept 2009
The attention of web users
Fashionoffice has collected traffic data delivered by Google Analytics to find out how much influence the RSS Feeds, Trendletters, online and offline advertising etc. have on the virtual consciousness of web users....

Aug 2009
The most viewed editorials on Fashionoffice in July 2009
Fashionoffice publishes the top ranking editorial pages on the magazine’s main URLs through July 2009. The statistical data are delivered by Google Analytics...

July 2009
Brand building techniques by using SEO

Brand building lies in the hands of SEO specialists. Fashionoffice gives some advices how to make brands more worthy...

June 2009
New lifestyle reporter from Dubai and daily audience data  

In June 2009 Fashionoffice launches the publication of daily new traffic as well as audience profile data by Quantcast on and introduces the work of editor Caroline Zerrini...

May 2009
Fashionoffice update: interest-based advertising 
In April 2009 Fashionoffice has updated its terms of use according to the new technologies for delivering interest-based advertising by quantifying behaviour and interests as anonymous information

April 2009
User opinion about men, personal style, internet…

On occasion of the biannual Styletrends survey, Fashionoffice asks since 2003 magazine readers to make their opinion on special themes about fashion, beauty and today’s lifestyle and match their own decisions with other fashion experts...

April 2009
Where do fashion people come from to read Fashionoffice?

It became obvious that the users are reaching editorials mostly not from Fashionoffice's coversites or RSS, mobile sites...

Feb 2009
High-ranking pages on Fashionoffice

During the last six months Fashionoffice has monitored the interest of users with Google Analytics. The research on the favorite pages viewed by the users between 25 August 2008 and 25 January 2009...



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