Sand a year pandemic has upset our habits, the world of fashion and beauty certainly could not get out of the storm unchanged. We could summarize her transformation in an image: a woman who strips from her suit to wear a tracksuit. That is what more or less all of us have done in the months of zoom-work, converting the pleasure of liking oneself into “home” practicality. In those two opposing elements of style we can read the crisis of a sector, the change in shopping experiences (which has seen a strong growth in e-commerce, in particular for clothing and as regards women) and the strategic turning point that many Made in Italy companies (and not only) have had to accomplish, addressing new slices of the market.
And confronted with the indispensability of computers, smartphones, apps and social networks, the tools with which the Italians in “reduced mobility” were informed, managed their work, children’s education, health, relationships, free time … All there, inside screens on which to «lik», share, «ban», experiment, discover, buy. Not only information, therefore, but also experiences, emotions, choices.
We have shared these experiences with you over the last twelve months and it was natural, rethinking our everyday life, to also change the way we communicate by creating a large common space in which to meet: the ModaeBeauty hub, which debuts tomorrow, on the homepages of all national and local newspapers of the Gedi Group .
This is an ambitious project, because we wanted to dedicate a large multimedia system aimed at the fashion, beauty and relationships sector to our community of reference (14 million women!). A wealth guaranteed by the dialogue and synergy between digital and paper editions, authoritative signatures, different and flexible narrative formats of information, service and entertainment. And even shopping.
Through websites, radio and press we develop an innovative communication strategy. And let’s talk about a “system” because, on the digital side, we do not offer just one site, but different platforms and different formats, capable of responding to changing needs and accompanying you in the different phases of the day: podcasts, multimedia longforms, photos and videos are tools fast and captivating to offer you spaces to escape even on days that are too busy; while interviews, dossiers and newsletters allow you to deepen, when the pace slows down. Finally, in this period so lacking in entertainment and meeting opportunities, we thought of organizing talks with experts and characters but also a virtual cinema, to enjoy a film by booking a “seat” on MyMovies. All, of course, to share on your social networks.
For ModaeBeauty we have thought of three focuses that involve us all in an active way. The first focuses on the essential theme of sustainability in the fashion and beauty sectors. Together we will discover which are the virtuous brands or how truly sustainable products are born. The second theme that we want to preside over with you is that of inclusiveness: an increasingly central issue in our society and which has seen great movements born (also) with hashtags, changing the rules of the game and imposing on the world of fashion and beauty to adapt, opening one’s gaze to every gender and size, ethnicity and age.
The third focus is on aging: how many times in the last two years have we heard of “Perennials”, women that the digital entrepreneur Gina Pell defines as “curious and always in bloom”.
Neologisms aside, we want to investigate the new age of women who, after the “sashes”, continue to be a source of inspiration in lifestyle and beauty (have you noticed how many women over 50 have walked the catwalk or have become testimonials in recent years?) and we will talk about their idea of beauty, the relationship with menopause, sexuality in the drive to overcome the constraints of the prevailing youth.
And speaking of stories, the dialogue with you also continues on the terrain of relationships, the heart of our life. Some couples reveal how they arrived at the marriage proposal, others confess the betrayals suffered or inflicted. We will call on experts who are able to dialogue and propose solutions to their stories. Finally, a great deal of space will be dedicated to parenting with a newsletter, «Equilibrismi», with stories of parents always poised between their children and the rest of the world, but also with talks and articles.
The pages of La Stampa’s “Esercizi di stile”, the new D.it site and the weekly D, which celebrates its 25th anniversary in May, are also integrated into the hub system. Inspired by the studies that show how much we love to inform ourselves on social networks and in particular on Instagram, we have rethought D.it as the first “information social” that talks about the fashion side of life. It is impossible to talk about social networks without talking about communities, and we can count on the dynamism of the “alfemminile” community, the most followed and consulted brand by the Italians.
The synergy with ModaeBeauty allows us to involve women in a viral way, but also to give readers different experiences, moving from one platform to another (ModaeBeauty, D.it, alfemminile…) to discover new interests and new friends.
The circular connections between these worlds also include a shopping experience, with the proposal of an integrated shop that allows you to buy directly from your favorite fashion and beauty brands. From tomorrow, therefore, we are waiting for you, with a database of about 30 thousand articles that can be consulted and a daily schedule that is constantly updated.
And from tomorrow, for a month, every day we will invite you to discover one of our talks and videos with protagonists of fashion, beauty and entertainment, as well as experts and journalists who will address current affairs and entertainment topics. We inaugurate our digital living room: don’t miss ite.