2. Target Audience
My target audience is mainly young adults aged
20-35. This seems to be the people that have
the most interest in fashion and that are most
active in the community. The consumer will be
middle to upper class as the magazine is based
on expensive clothing. The magazine will give
information on shops, brands and the history of
these companys.
3.
4. GQ one of the biggest mens fashion magazines
reaches a predominantly male audience as you
would expect however this magazine focuses on
a different style to streetwear and appeals more
towards an older audience with mainly readers
over 35. A third of its male readers have
households and children. This shows that the
magazine appeals to a more mature audience.
5.
6. Above are some screenshots of a magazines
media pack in mens fashion. It shows exactly
what its readers are like and gives a lot of
information. I think it is especially interesting
how much the readers have spent on fashion
and grooming. It shows the magazine is reaching
the right viewer.
7.
8.
9. In terms of deciding whether to make my magazine
a digital or print one I looked at a survey of how
people read magazines the most. People often say
print is dead but from the above graphs you can
actually see that print is more popular than digital. I
personally that for my magazine I would make print
and digital to reach a wider audience however it is
clear that print magazines sell more. I would of
thought that because the audience of streetwear
tends to be fairly younger the viewers would prefer
digital but that is not necessarily the case. The
source is listed in the bibliography.
10. Market Research
In streetwear the focus is all on limited edition products.
Brands follow the business strategy of only releasing products
once, this makes them a lot more desirable as the rarity is a
lot higher. This means that people pay more for a product or
rush to buy it when it’s released.
Collaborations are also used to make even more unique
products that are even more wanted.
Although this method is effective with streetwear clothing I
am not sure whether the same would work with a magazine
as I can’t find a lot of evidence on it. A potentially interesting
idea for my magazine would be to follow the same business
model.
In summary this method of marketing is extremely effective
and has been proved countless times by many businesses in
streetwear. Building up more demand than supply makes the
consumer crazy for a product.
11. • streetwear helped boost global sales of luxury
goods 5% to $309 billion in 2017.
• Supreme sold 50% for 500 million valued at
over a billion now.
• Strategy- Loyal fan base, brand equity,
collaboration and influence.
12. in summary I think the target audience is fairly
broad and I don’t think it will be too hard to
appeal to the consumer. I think that my product
will be easily tailored to my audience and I have
a lot of room to work with to decide what I want
to include. The streetwear scene is definitely
relevant and has a fairly large audience.
13. Interviews
Josh Brownsword
Do you have an interest in mens fashion?
Yes
What would you expect from a mens streetwear magazine?
I would expect information on brands and their releases. I
would expect a lot of graphics and advertisements but also
brand information.
What areas of the fashion world would be included?
I think mainly articles on the biggest shops and then you could
follow in to the brands they sell and focus on these as
different articles throughout the magazine.
More text or images?
More images and designs but quality text important
14. Interviews
Alex Bortman
Do you have an interest in mens fashion?
Yes
What would you expect from a mens streetwear magazine?
Personally I would want to see brands and products I never
normally see as well as ones I know about, I would like to see
showcasing of up and coming brands as well as the bigger
ones.
What areas of the fashion world would be included?
Upcoming releases, showcasing products, hyped pieces and
notable figures in the scene.
More text or images?
I think lots of images are important but also so should text I
think every page should include some solid information.
16. Proper Mag
Proper mag is a Manchester based independent fashion
magazine, website and creative agency. Proper was originally a
fanzine however has now become a well followed magazine
distributed all over the world. Proper magazine works with a
variety of brands, from clothing and street wear giants like Clarks
and Levi’s to much smaller independent companies. Neil
Summers and Mark Smith are at the head of the company
working full time on the magazine. Proper magazine also
produces t shirts mugs and various accessories.
17. Proper magazine focuses on street wear and unique clothing and the culture
that follows. The magazine has a really nice feel and design to it. Proper mag
has a nice blend of image and simple design that works well when trying to
show off different areas. I like proper's style of showing the clothing in
outdoor spots or situations I feel as if this strategy shows off the clothes. It
seems to make the clothes a lot more appealing. I like the fact the magazine
looks so clean this is something I will aim to follow in my own mag.
18. Neil Summers and Mark Smith are the founding editors of Proper
magazine. Neil’s background is in television, however he has completed
various projects for Levi's, timberland and adidas. Mark began writing as
a teenager and founded his own football publication. He was a founding
editor in the seminal stand fanzine and worked at oi polloi on both
digital and print projects and oversaw their social media presence.
19. • Editors
• Neil Summers | @NeilProperMag | neil@propermag.com
A former Royal Marine, Neil won awards for his wallpapering and painting skills. In fact, he was decorated.
• Mark Smith | @markpropermag | mark@propermag.com
Mark is currently touring the country, defacing TO LET signs by adding a letter I between the words.
Contributors
• Tayler Willson | @tylrwllsn
• Tayler is from the most Northern place on the South Coast: Portsmouth. Not geographically but in
attitude. Also both his first and second name appear to actually, deliberately be misspelled.
• Scott Rapson | @ScottProperMag | scott@propermag.com
One half of Scottish rap duo Cut and Sew, whose new EP ‘Nimble with a Thimble’ is out later this month on
Sony.
• Paul Mortimer | @dpmortimer
Morty is East Lancashire’s foremost Barry Scott impersonator.
• Christian Hilton | @HiltonShoegazer
CH loves all things dairy despite an horrific allergy to anything that comes out of a cow. His memoir ‘An
homage to fromage’ is out later this year.
• Michael Richardson | @realsuedeshoes
Michael first coined the term Madchester, back in 1988, though his original comment was misheard. He
was actually commenting on the growth of his ‘Mad Chest Hair’. The rest is history.
Design
Adam Gill | @adamgstudio | www.grammarstudio.com | adam@grammarstudio.com
A.G invented the world’s first asthma-friendly underwear and naturally called the company ‘Short Pants’.
Web
Ashley Kennerley | @starbeak | www.gobangdesign.com | ashley@gobangdesign.com
When he’s not fixing our internets, Ashley obsessively tries to work out why it’s so cold at the top of
Everest despite the fact heat rises.
• Photography
Ray Chan | @raychan_photo | www.raychanphotography.com | info@raychanphotography.com
Ray is a cat lady.
20. This double page spread in Proper magazine
is an article about the history of the
Columbia clothing company.
This articles design reflects the
main image. The black and
white theme fits the historical
theme.
The title of
the article is
made larger
and matches
the image
underneath
perfectly.
The use of colour on only these
old images works really well and
makes them pop in contrast to the
white.
The font
used in the
pages title is
the font
used in
Columbia's
branding.
The image is
looking out to
the reader
almost making
a connection
between you
and the
image.
21. I really like the way proper have
designed they’re contents page.
The page used a very different
design to normal contents pages
and splits itself up only
highlighting the major articles. The
fonts on the page are consistent to
the magazine but the use of
different colours draws your
attention. The different headings
and captions underneath them use
different fonts that look very clean
and well designed. I especially like
the spacing inbetween the font.
22. Proper magazine has the same name
in the same font on each magazine.
The cover has an image that shows
off the clothes and engages the
reader to the person in the center of
the page. The top section of the
page matches colours on the image
and the style goes together well. The
issue number I think is very
important here as it seems to join
both sections of the magazine and so
makes the cover look more fluid and
connected.
24. Mixmag is a British music magazine launched in 1982, the magazine covers
dance events and reviews music and club nights. In the 1980’s when house
music came to light editor and dj dave seaman turned mixmag from a
newsletter to a magazine. The magazine reached a circulation of 70000 copies
in the height of acid house. Mix mag is one of the most popular electronic
music magazines out there. The magazine also has a website with a blog and
updated articles and often sponsors music and Dj events. Dj's are often invited
to the MixMagLab where they play live performances.
25. MixMag follows a simple but very effective design style. For the front cover there is
almost always a large center piece of the dj in top article this is often accompanied by
a single colour background and the classic mix mag logo as a masthead on top of the
magazine. There is often then a slightly smaller headline of who this main person is. I
will be using a similar sort of style in my magazine I like this basic design that will be
easy to replicate throughout my magazine. I think this style can be applied throughout
to different articles and pages. It attracts the reader and also leaves room for text and
other designs on the page.
26. As I mentioned before MixMag
follows this simple but extremely
effective design. The logo itself is
now recognizable world wide and
contrasts against the darker
colours in the magazine. The
pages masthead the MixMag logo
is instantly recognisable. The
smoke effect is used in the middle
of the background to also create
more contrast so the center
image is more prominent. I also
like how part of his name
matches his sweater. The rest of
the page shows some information
in smaller font still fitting in
aesthetically I like the way this is
arranged as it is not obtrusive and
works well with the page.
27. In the contents page the
magazine continues the
same simplistic design and
feel. The images are set
centrally in the double page
spread highlighting some of
the magazines main articles
and splashing a lot of colour
on in comparison to the
black background. I pick up a
recurring theme of bold
contrasts in the magazines
design. I will be making a
colour wheel and doing
similar in my magazine.
I think the magazine page is clear and especially uses lines to create different areas and
segregate the page properly the two lists of the rest of the content are then positioned nicely on
either side giving a clean design.
28. To begin with the image on the left shows the focus of the article and immediately shows you
what the article is about the two brothers and djing. The large title positioned to the right then
draws you in to the article, the use of underlining this text makes it more of a statement on the
page. I like the use of the three smaller images as well it creates a highlight reel for the viewer to
see how the party went.
30. Rolling Stone is an American monthly magazine
about pop culture. It was founded in California
in 1967 by Jann Wenner. The magazine follows a
mix of content and has gainer a more youthful
following in recent years. The magazine follows
tv shows, actors and popular music.
31. Rolling Stone has an iconic
design and the masthead is
instantly recognisable with its
bold red colour. The focus
image is huge and shows the
main article instantly. The
smaller headlines are then
placed around the image. The
magazine seems to consistently
follow a red black and white
colour this works effectively and
makes a smooth design. A puff
box is used on the right to
highlight an article.
Combinations of different font
sizes and colours make the page
intriguing to the viewer.
32. This is a slightly older Rolling
stone page we have three
large images highlighting
three main articles. Photos of
a concert a pianist and
Obama. All these photos
highlight the subject well and
the page numbers are
tactically placed to contrast
with the image. The page still
follows the house style again
that classic red white and
black theme and the right side
has three sectioned off areas.
33. I really like the way this has been designed I think the large background Is extremely
effective and the aesthetics of the image are very appealing. The articles text is
small and split in to two columns and the headline takes up the most of the page his
is highlighted really effectively. I think my favourite aspect of this image is that the
cigarette, the pack of cigarettes and the top all match together and there is very
little colour. This makes him stand out so much more as the article focus.
35. During the making of my magazine I will be
using Photoshop as I am familiar with the
programme. The magazines Proper and Mix Mag
both have unique styles and I think that
creativity is by far the most important thing to
make a magazine. To help me make my
magazine I have looked at various tutorials to
improve my work.
36. Border effect
• Zoom out to make room for the border
• Unlock background layer
• Open canvas size dialog box
• Add more canvas around the image
• Add a solid layer
• Choose white for the colour of the photo border
• Drag the fill layer below the image
• Change border colour (optional)I
I think that this is an effective way to create images on a
magazine page that look separate to the page. This is a
great way to make the main image stand out more.
37. Transparent text
• Open image
• Add a new layer
• Fill the new layer with white
• Lower the layer opacity
• Select type
• Choose your font
• Set type colour to black
• Add text
• Resize text
• Open blending options
• Select 1st layer
• Resize with layer free transform
• Adjust the layer opacity
I think that this would be effective to create a masthead or title within an image. I
think this could look really nice if done right.
41. In summary I think that the simplest techniques
are worth learning and anything fresh and
relevant gives you a lot more designs to play
around with. I think that the more techniques I
look in to the better prepared I will be in the
making of my product.
42. Conclusion
I think that streetwear is a good topic to cover
the magazines I have looked at are successful
and in my opinion balance text and images
nicely. I think that Proper magazine gives off a
nice vibe and appeals to the target market and I
really like the design style of mix mag. My target
audience is wide and easy to appeal to and I
think I have learnt some interesting new
production techniques.
43. Bibliography
• Proper. (2019). Proper. Available: https://www.propermag.com. Last accessed 28
January 2019.
• wikipedia. (2019). mixmag. Available: https://en.wikipedia.org/wiki/Mixmag. Last
accessed 13 feb 2019.
• Streetwear. (N/A). Audience. Available:
https://medium.com/@rexpham/streetwear-and-the-business-of-hype-
7c910888a2d4. Last accessed 13 feb 2019.
• GQ. (2019). Mens Fashion. Available:
https://www.statista.com/statistics/382248/gq-monthly-reach-by-demographic-
uk/. Last accessed 10 April 2019.
• GQ. (2015). Mens Fashion MEDIA PACK. Available:
https://cnda.condenast.co.uk/static/mediapack/gs_media_pack_latest.pdf. Last
accessed 10 April 2019.
• freeport press. (2018). digital vs print. Available: http://freeportpress.com/print-
vs-digital-how-we-really-consume-our-magazines/. Last accessed 10 April 2019.
