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The blurring of online fashion retail and publishing

The link between retail and publishing has always been strong. A product promoted in print sells products that are available online or in store.

Thanks to online, the link is getting stronger, and now the lines are becoming blurred, as retailers become publishers and publishers begin to move into retail.

Having worked for years on fashion content online I regularly see thebenefits that editorial content has for online fashion retailers. Visitmost fashion websites and youll see they have a blog and/or videocontent; all to varying degrees of quality.

The fashion only retailers from the IMRG-Hitwise Hot Shops list, ASOS, New Look, Topshop, River Island all have created editorial and/or video content to help promote their products.

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