LOOKBOOK
Fashion media worked on long editorial lead times while luxury brands needed relevant environments at the exact moment a collection entered the market. LOOKBOOK was conceived as a large-format premium fashion publication appearing twice a year, timed to the Fall/Winter and Spring/Summer seasons.
The value gap
Luxury brands needed an editorial environment at the moment a collection entered the market — conventional fashion media arrived months too late.
My Role
I developed the commercial concept, brand positioning, placement strategy and distribution model — a format that had to work simultaneously as an editorial product and as a commercial platform for premium fashion brands.
The Idea
Turn the timing of the international fashion calendar into the editorial advantage: publish the new season when the new season actually begins.
Outcome
LOOKBOOK launched as a twice-yearly premium fashion publication with a circulation of 25,000 copies. Its production cycle brought new runway looks into the German-speaking market exceptionally early, and the oversized format gave luxury brands a distinctive environment for campaigns and editorial.
Facts
· 25,000 — copies per issue
· 2 — issues a year
· 3 — years
TASTE ECONOMY LENS
Timing became a luxury signal: being first was part of what advertisers were paying for.
