Posts tagged Cluetrain Manifestor

Vogue Versus The Blogs

It must be nice being Anna Wintour, long-time editor-in-chief of Vogue Magazine.  It must be nice at least until now.   Although social media/ internet have gained wide acceptance across the world, Vogue and Wintour are struggling on how to use social media and not be threatened by the new phenomenon of fashion blogger. The struggle could result in the glossy, slick magazine being just as “out” as last season’s clothes.

Anna Wintour

Wintour seemed not as dismissive recently on her opinion of bloggers when she said:  “We love as much coverage of fashion as possible. We don’t care at all where it comes from, and we embrace bloggers and video and social networking, and anyone that’s talking about fashion is a good thing. And we now have our own website that incorporates all of that. But I think what’s interesting to us with this new phenomenon that ‘everyone’s a fashion editor, everyone’s a fashion writer’ is that all of that actually helps Vogue, because we have access and the understanding of fashion that, forgive me, but maybe some bloggers and some of the newcomers to this world have a little bit less experience of, but as I said, the more the merrier. We embrace it.

Is “The Cluetrain Manifesto” lost on Wintour?  “Markets are conversations” – “people are sharing information at blinding speed,” and there’s a reshaping of power.    Her comment “we have the understanding of fashion,” implies that fashion bloggers do not.  It’s clear that she hasn’t read the tea leaves.  Anna Wintour believes that she and Vogue still rule.  Even one of her assistant editors admits “not being that wild about fashion bloggers such as teen fashion blogger Tavi Gevinson.”

On April 22, 2010, Wintour was inducted into the American Society of National Magazine Editors Hall of Fame – it’s called the Ellies and is the Oscars for magazines.  At the same ceremony, Wired Magazine was honored as well as Glamour Magazine for the best use of both print and digital media.   

At the gala, the Wall Street Journal asked Wintour about her plans for the Ipad. Her response was vague, something about “plans on the drawing board,” but she did say Vogue was in the process of redoing its Website, making part of it interactive, which would launch in August.  

 Maybe the subject (or villain) of “The Devil Wears Prada” can still get on board.  In the May 2010 issue of Vogue she features Sheryl Sandberg, COO of Facebook, in a glowing article.  As a prognosticator for fashion, who tells us what to wear 10 months ahead of time, Wintour ought to be looking to the future (technology) instead of the past (print).  Her future and that of Vogue’s might depend on it.

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