From paper to screen: digital metamorphosis and strategies used by fashion magazines

Abstract

For more than three centuries, fashion magazines have been key players in shaping consumer behaviour, acting as trend setters and cultural arbiters with the power to mould desires and purchasing decisions. However, the digital transformation that began in the 2000s has radically reconfigured the fashion media ecosystem, challenging the traditional model of these publications. This article presents a systematic review of the literature that traces the evolution of the role of fashion magazines in consumer behaviour from the print era to the digital era. Through the analysis of academic and documentary sources, it identifies the structural changes, new mechanisms of influence and adaptation strategies developed by traditional magazines in response to the emergence of new players such as influencers and social media platforms. The results reveal that fashion magazines have not disappeared but have undergone a metamorphosis from exclusive prescribers to specialised curators in a diversified media ecosystem. It is concluded that the future of these media lies in a hybrid model that combines traditional editorial authority with the participatory dynamics of digital culture.