Fashion at Mobile


catwalk tv



who is who




fashionoffice - magazine

Media information, May 2010

The Fabric of the Web
Mash-up style-stories are the creative output of ‘original’ online-journalism

Journalism can be a creative profession too. For sure, in journalism there is no place for literary fantasy when it comes to report facts. But the formal presentation of facts lies in the hands of journalists; and no other media than online offers so many attractive features like video, widgets, maps, to name only a few of the constantly growing application-services that can be embedded into an editorial article to deliver better and deeper information on selected themes. Analogous to fashion design, editorial online-stories which are created out of the media’s own fabric, the web, gain the most authenticity,” states Dr. Karin Sawetz, publisher and co-founder of Fashionoffice.

Since the founding of Fashionoffice in 1995, the magazine makers are constantly following the newest developments of creative heads: cloud computing, videos in TV quality, statistics from third parties, etc. are the keywords that describe editorial publications online - the technical side of them. On the other side, essential for the professional production of editorial online content is the use (YouTube, Vimeo) and research of opinions (Facebook, Twitter, Blogs) in social media as well as the fulfilment of the growing demands in journalism. These growing demands are a consequence of the fact that everybody who produces content on the web is a 'publisher'.

During the last 15 years, Fashionoffice studies without interruption 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. The Memorized Data-hypothesis was proved by statistical data which verified the 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. To make the hypothesis 'waterproofed', Fashionoffice has tested it again. The results are published in the media information with the title 'The influence of advertising on user awareness'.

High-ranking editorials like the trend analysis about “Make Up For Ever” or the historical survey on a Chanel hand bag from 2008 can not be overhauled by new articles in the monthly statistics. Therefore, Fashionoffice has developed a new editorial strategy that does not follow data results from third parties (or, with other words: the statistical recorded needs of the users). Editorial content is created from Fashionoffice's contemporary taste for fashion, beauty and art, which is not measureable by technicians, and the magazine’s network of content deliverers.

Fashionoffice's mash-up style-stories are made of text, large images, and videos; some of them are spiced with maps and streaming radio applications:

  • Hollywood Style
    Fashionoffice has received a magazine lookbook by Hamburg based designer Anna Fuchs with the title 'Road to Hollywood'. While listening to the music of Unkle...
  • Global Style
    The globalisation of our society causes the increasing importance of 'tracking'; Isaac Julien's art work 'Ten Thousand Waves' at the 17th Biennale of Sydney...
  • Women on motorcycles
    Fashion by Levi's, Emporio Armani, Dirk Bikkembergs, Burberry, Pandora, Calzedonia; beauty by Clinique; motor by Piaggio...
  • Beach Biker 
    Beach biker in fashion by La Redoute, Peseta for Marc Jacobs; beauty by Juvena, Bioemsan; lifestyle by HP in Vivienne Tam design. She is cycling from one beach to the other, she is thinking of him. That's the reason why she has the male bicycle cap...
  • After Summer
    Postcards and limited fashion editions have a 'souvenir-touch': they remember times, places, and persons for the future. Fashion by 55DSL, Swatch, adidas, beauty by MAC...
  • Time and Place
    ... inspire designers for new collections such as 'American Perez' who work on the rural US clothing style. The result is a mysterious Twin Peaks-Laura Palmer outfit...
  • Women Style 'Rumble Fish'
    The article with sexy rock 'Rumble Fish' pieces by Mia Paul is inspired by creative women who are open-minded thinkers such as the female medician Danielle Roches who researched on a cream against skin diseases and created accidently a product for longer lashes...


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

Media information, Fashionoffice:

April 2010
Fashionoffice has gone Green
Fashionoffice is powered by 100% wind energy...

March 2010
Map points to creative places
The Fashionoffice Map is the new social media feature, which can be used passively and actively...

Jan 2010
The Favicon-Logo gets Blue
The Fashionoffice favicon-logo has new colors on the Mobile Site and the Fashion Feeds. The layout and navigation of the weekly email-Trendletter by Fashionoffice are adjusted for mobile phones...

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...



© since 1996 sawetz