Class Feedback

     During the class feedback they made a couple of suggestions as to what I should fix on my blog and magazine to improve it.

Blog

• Add caption underneath pictures of what shot they are and what mood they help to create
• More in depth of magazine distribution and marketing

The Cover

• Spelling mistakes 
• The colors of the text needs to be changed to be more visible
• The background of the cover needs to be replaced with picture I take
• The title should be moved up
• The font of my title should be changed to be more "fashionable"

Table of Contents

• Title font changed 
• Pictures changed to be ones taken by me
• Letters of content capitalized

First article page

• Change color of article title 
• Replace top picture with picture of my own

Second article page

• Change color of article title
• Replace second picture with my own
• Space two pictures out to use third one on first page

Mid-Term Magazine Product Draft

My Magazine Pictures

Shot of clothing mentioned in the magazine article 

Display at shore used to advertise clothing

Outside of Shore

Closer view of Shore window display

Three employees at Shore who enjoy servicing Sarasota, correlating to quote in article 

Magazine Article

     Today's we are focusing on the local boutique Shore which originated in Sarasota, Florida and opened in 2008. The business according to Britney Guertin, marketing coordinator for Shore, originated when "We found there was a void in the market place where there was a great divide between young apparel lines and much older apparel lines. We felt there needed to be an apparel line and store that offered an ageless flair. Even a take on the surfer now all grown up and wanting a cool, hip apparel line that is made from high end fabrics that stand the test of time." Many wonder what the name Shore really means or where it originated from the truth is "the name Shore was created from the above need, water-centric, young and active. A throw back in time where life was a bit easier. Shore encapsulates all things good, vacation time, weekends, family, activity and serenity." said Guertin. Currently, Shore's only location is at 465 John Ringling Blvd #100, Sarasota, FL 34236. There are however plans to expand, there will be a second location coming to Longboat Key very soon.
The boutique's main target demographic is 18-60 year olds with discretionary incomes, living an active, healthy lifestyle, looking for quality clothing, with a passionate for water. Since Shore's demographic is mainly an older audience, they very much enjoy servicing Sarasota. Even though, Guertin added "We do tend to get quite a few teens in the store, mostly shopping with their parents. Instagram is the main marketing channel that attracts them I’m sure. My main guess is they come in with the target audience, their parents though. Teens are a secondary audience for us, thus we aren’t using marketing dollars to target them."
Shore markets and advertises to their target audience in many, many ways; email marketing (e-blasts/VIP club), social media, i.e. Facebook, Instagram, digital advertising, placing ads in national and local magazines, working with the Longboat Key and Sarasota Chambers, St. Armand's Association, Visit Sarasota Co., and other networking groups, fliers in guests bags as they purchase, and word of the month. Staying current with the latest fashion can prove to be quite hard but as for Shore they attempt to stay current by constantly attending trade shows, following trends via magazines and New York Fashion Week, and simply paying attention to the industry. The boutique offers a wide range of brands including Mara Hoffman, Tart, Blaque Label, Sol Angeles, 7 Diamonds, and Mavi. "Shore brand is our top seller, that is our private label." says Guertin. You can find out more about the brands offered and the boutique on the Shore website, http://shorebrand.com/. "Shore is about taking in all of life's many wonders, living life to its fullest, staying healthy and vibrant, living well and laughing often. Whether it be sailing, surfing, or just walking on the beach, let shore be a part of your day, every day."

Professional Magazine Pictures

     These professional pictures were taken by an in store photographer and were sent to me by the Shore marketing coordinator. I plan to use them in my rough draft copy of my magazine.

Problems Encountered #2

    Influence Style has not responded to my emails, so I have decided to just include Shore in my magazine. It turns out Shore doesn't mainly target teens it actually targets the older demographic because of this I have decided to change my magazine's focus from local boutiques that target teens instead of the older demographic to local fashion boutiques in general. My magazine will now be focused on local fashion boutiques in different states not just limited to Florida. This also gives me some room to expand and be able to interview more stores while still being a unique magazine.