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Fashion and Luxury Brands Now Creating Their Own Editorial Content Rather Than Depending on Magazines for Coverage

>> Tory Burch has a full-on editorial section to her website, complete with Tory-approved travel guides; eBay Fashion just hired former Lucky creative director Andrea Linett; and Net-a-Porter's Mr. Porter website is being headed up by Jeremy Langmead, the former editor of British Esquire.

It's safe to say — fashion and luxury brands that used to have to impress editors at the likes of Vogue to garner editorial coverage don't have to anymore. They're bringing the editors in-house, cutting out the magazine middlemen and going straight to consumers with their own editorial content. “Brands, especially those centered around lifestyle interests or luxury, are increasingly becoming media companies,” Steve Rubel of Edelman Digital, a digital communications and consulting firm, noted.

Part of the transition can be chalked up to the fact that brands can now afford to pay for their own editorial credibility — with digital publishing, creating and distributing content is much cheaper. Susan Lyne, former CEO at Martha Stewart Living and currently head of Gilt Groupe, has encouraged more editorial elements on the Gilt website, allowing consumers to read and investigate — something that used to be the province of magazines — as they shop. “We are not in the publishing business; we are in the editing business,” she said. “But if I were in the media business, I would be concerned because it used to be that in order to reach a certain kind of consumer, brands used to have to buy ads in relevant magazines or with a certain kind of television programming. That’s clearly not the case anymore.”

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