It is one of the great ironies of the digital age that, in order to get people’s attention, the best way to do it is with a physical product. Last night, in Paris, the web site the Business of Fashion hand-delivered, ‘round midnight to a big chunk of the fashion crowd, a thin, matte paper magazine entitled “The BoF 500,” aka the Fashion 500. Catchy title, no, for those all obsessed with the Fortune 500? What do you think THEY’RE going to be reading at breakfast/in the car/on the bleachers while they are bored waiting for shows to start (which is when you normally see a spike in Twitter traffic)? Way to grab some eyeballs! Way to be part of a trend! So what is it exactly? Read more
© The Financial Times Ltd 2014 FT and 'Financial Times' are trademarks of The Financial Times Ltd.