Comments on: Holiday Books – How Are Designers Selected?

By: Paix

Paix — Fri, 17 Oct 2008 14:01:27 +0000

i’m a store buyer and the sad truth is whatever that’s featured pays to be featured.

By: Dorris

Dorris — Fri, 17 Oct 2008 02:19:50 +0000

Duh!
I wonder how ads get chosen for a magazine. They PAY!
Do you also wonder how Chanel gets such a big space in a department store? They PAY!
You really need to start to open your eyes to the world or start to read more if you want to position herself as an expert.

By: Agnes

Agnes — Tue, 14 Oct 2008 21:50:54 +0000

The majority of brands pay to be included, period. As a brand you establish a relationship with the media and to make it lasting you have to advertise at some point. The reason why upcoming designers are included frequently has nothing to do with trends, its pure marketing. New brands need the PR to grow and do everything to get it. Some pay, and some get the PR for free, but have to pay up next year. Trust me, I do the PR for a luxury fashion brand and get offers daily to buy “editorial space” (and no, it does not mention “advertisement” on the page)

By: Jen

Jen — Tue, 14 Oct 2008 15:21:04 +0000

I think they feature things people are likely to want, so there’s a higher probability that people actually buy things.

By: Grace

Grace — Tue, 14 Oct 2008 01:40:57 +0000

I agree w/ Kate. I think that the companies, pay to be in the book. It’s just another form of advertising.

By: Kate

Kate — Mon, 13 Oct 2008 23:40:18 +0000

If it works anything like Sunday circulars for stores like Target, Best Buy, etc., the manufacturers pay to be included.

By: Anilu Magloire

Anilu Magloire — Mon, 13 Oct 2008 22:42:50 +0000

Good question… I will ask my editor husband about this.

By: Megs

Megs — Mon, 13 Oct 2008 21:06:05 +0000

I think they just follow the trends. There is def a big trend moving from the established premiere designer names to the newer designers with the more friendly price tags.