Taubman Asia | Fashion Statement
The authoritative voice on the fashion industry in Asia
The challenge
Our goal was to position Studio City as the top-of-mind luxury retail destination in Asia, by making them a premium, influential voice on fashion.
In a competitive market, the content strategy needed to offer something totally fresh for a young, affluent and style-conscious Asian audience.
The solution
We created Fashion Statement, an industry-leading, premium online destination for fashion, beauty and lifestyle-savvy shoppers in Asia.
Appealing to both men and women, the mobile optimised magazine covers a range of lifestyle topics beyond fashion, from entertainment to travel, design and culture.
Primarily created with Chinese-speaking audiences in mind, the content is aligned with a wider international luxury and lifestyle mind-set.
The detail
Fashion Statement’s unique mix of content combines a curated blend of fashion-forward labels, interviews with style trailblazers as well as insight from key opinion leaders from Asia and beyond to bring a voice of authority to the fashion industry.
The online magazine is designed to showcase the immersive retail experience offered at Studio City as well as to connect readers to the provenance of its tenant brands and drive traffic across social media platforms including WeChat, Weibo, Facebook and Instagram.
‘The magazine looks beautiful and the content is comprehensive, diverse and sets the right aspirational tone. Most importantly we are providing industry insight and educational takeaways for our readers.’
The results
Since its launch in 2016, Fashion Statement has garnered almost 2,800 subscribers to the online magazine and is building a base of loyal followers, with 40% of the site users consisting of returning visitors.
The social media channels, and Facebook in particular, have seen dramatic growth during the period, gathering over 8,900 engaged fans from across Asia.
from across Asia, including Taiwan, Hong Kong, Macau, South Korea and China as well as the United States.
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