"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?" Helping its audience discover influencers with styles matching their own is a goal."
""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.""
""Betches is the leader in content and culture for women," said Aleen Dreksler, founder and CEO of Betches Media. "In order for us to continue to hold that status, we can't ignore that style is a huge part of women's lives. Plus, fashion, which historically has taken itself so seriously, is only now allowing room for playfulness and humor - and that's where we shine.""
Fashion media is undergoing transformation as print declines and creators on digital platforms gain authority. Betches Media launched Betches Style to offer style guidance tailored to largely Gen Z and millennial women through content that is funny, relatable and practically helpful. The vertical will prioritize TikTok and Instagram video series such as "What Are You Wearing?" and focus on connecting audiences with influencers whose styles align with their own. Betches plans to leverage creators' authenticity and the influence of video to drive style discovery and purchases while embracing playfulness in fashion coverage.
Read at Digiday
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