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fashionoffice - magazine

Media information, December 2010

Fashion and media theory at Fashionoffice
Fashionoffice's editorial concept is built upon the scientific approach to fashion. Alongside to its publishing agenda, the organisation is doing fundamental research on media.

Scientific approach to fashion

Fashionoffice's editorial concept is built upon the scientific approach to fashion and the theory that fashion has to be seen in a timeline and in context.

    • Clothing can be used for communication (and consequently for social interaction) as it has a memory function
    • Clothing traditions are changing in cultural contexts
    • Clothes have political impact

What sounds theoretically and bone dry is converted by Fashionoffice into colorful and amazing articles, which report from the latest international fashion, beauty, and art trends. In November 2010, fashion inspired by UNESCO listed cultural heritage and fashion/art as mediator for foreign cultures had been on focus of Fashionoffice articles.

  • Ari Seputra's new collection is inspired by traditional Indonesian themes: Borobudur (Buddhist temple), Wayang (puppet theatre), and Keraton (means 'royal palace')...
  • Dancing through the night The high-culture in dance and music of the 'Wiener Ball' is an Austrian contribution to World Heritage. Fashionoffice has collected some pieces for a ball...
  • Elemental Men Style styled up with a cardigan that is developed from the art and various cultures of the city Santa Fe (New Mexico). The city counts to World Heritage.
  • Ming Wong The left screen of the video ‘Learn German with Petra von Kant’ by Berlin/Singapore based artist Ming Wong shows scenes of a Rainer Werner Fassbinder movie; on the right screen, you can see Ming Wong in the female role of the "successful but arrogant fashion designer..."
  • What's real? Vienna and Taipei based artist Jun Yang questions our perception of time and space in an exhibition about the result of mass media such as mobile telephones or internet on the perception of reality...

Fundamental research on media
Behind these articles, the organisation is doing fundamental research on the transfer of information through media like the internet. In the last 15 years, Fashionoffice has continuously researched 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. In early 2010, Fashionoffice has 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.
Now, after five years of fundamental research on the construction of reality online, the summary of the study on ‘Memorized Data’ will be released on 7 December 2010 in the Annual Multimedia 2011 (Walhalla Fachverlag, Berlin). Find out more on

Media information, Fashionoffice:

November 2010
Digital media in research, praxis, and education
'Timeline' and 'memory' are keywords that have been in the center of on human experience of reality and public opinion during the last five years. Now, the summary of the study on 'Memorized Data' will be published in the Annual Multimedia 2011 (release date 7 December 2010). 

August 2010
3 news from Fashionoffice

  • New layout for the magazine's statistical data delivered by Quantcast, Doubleclick, Feedburner
  • ‘Memorized Data’-hypothesis by Fashionoffice will be published in the Annual Multimedia 2011
  • PR, journalism, marketing courses at the Online-Media Academy

June 2010
The Inventory of Fashionoffice
Fashionoffice’s inventory for the next four months is calculated with DoubleClick for Publishers.

May 2010
The Fabric of the Web
Mash-up style-stories are the creative output of ‘original’ online-journalism

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...



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