"Betches Media yesterday introduced Betches Style, intended to offer style guidance to its largely Gen Z and millennial women audience in a way that's "funny, relatable and actually helpful," as described by Katie Corvino, Betches's vp of editorial. Recognizing that modern shoppers increasingly search social platforms and rely on influencers' posts for outfit ideas, Betches Style will place a heavy emphasis on TikTok and Instagram video content and series like "What Are You Wearing?""
"People are craving authenticity; based on the way video is influencing [style] purchases, they want real, relatable creators showing how trends really work," Corvino said. "Creators are the new celebrities, and we know our audience trusts them. According to Corvino, style has always been immersed in Betches's content, which spans video, editorial, podcasts and social media - Betches has long covered red carpets, including the Met Gala, for example. But audience engagement signaled a need for a dedicated vertical."
Fashion media is undergoing transformation as print publications decline, retailers face financial strain, and digital platforms and creators gain influence. Betches Media introduced Betches Style to provide style guidance for Gen Z and millennial women with a tone that is funny, relatable, and helpful. The vertical prioritizes TikTok and Instagram video content and series such as "What Are You Wearing?" to connect audiences with influencers whose styles align with theirs. The strategy rests on authentic, creator-driven presentation because modern shoppers increasingly rely on social platforms for outfit inspiration. Audience engagement prompted a dedicated style vertical following prior expansion into sports.
Read at Digiday
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