The influence of public relations on luxury brand marketing through female fashion magazines

Female fashion magazine is one of the most important Public relations (PR) partners for luxury fashion company, PR plays an important role in marketing. This study uses editorial pages of female fashion magazine as object to discover the influences from PR activities on luxury fashion marketing. The literature review indicates two directions from which PR activities could influence marketing. Consumer value creation studies present the direction of how brands offer benefits to consumers while consumer/brand relation studies present what kind of consumers’ behaviour could benefit brands. As a qualitative marketing study, the research method adopted is a combination of semi-structured individual interview and magazine content analysis. This study found that editorial pages could combine consumer benefits and brand benefits in one and coordinate them to promote each other. Different type of editorial information influences this process differently. A frame work of how editorial pages assist in reaching marketing purpose is developed to guide luxury fashion marketer to collaborate with magazines more efficiently