Daily Mail Launches Fashion Sharing Website and App

The group behind the popular newspaper The Daily Mail, have this month launched a fashion wearing website and mobile app called 'Today I'm Wearing.' 

The new site allows followers to upload pictures of themselves wearing their favourite items of clothing. They can then tag these items, allowing viewers to see where they got them and how much they cost. The website has also been partnered with fashion search engine 'ShopStyle' to allow users to then shop online and make a purchase based on other people's uploads.

Users can 'follow' certain profiles much like Twitter in order to keep up to date with their favourite profile's latest outfits. Registered users can also post comments underneath pictures to give uploaders feedback on their clothes.

It is thought that the Daily Mail group are looking to build on their strong 18 - 35 year old following that it has developed largely thanks to its popular entertainment website. The latest website and app combination was launched before Christmas in an attempt to gain a user base and identify teething problems before a full  advertising and promotional campaign begins for the service in the new year. However, signs are promising for the newspaper group, as 3,000 people have already downloaded the newly available app.

There is a wider issue that must be examined in light of this new service however. In the wake of recent cyber-bullying tragedies in this country, offering a platform for young adults to post comments about people's styles and looks may prove an unpopular venture among parents. The newspaper group will have to monitor content carefully or what initially started as a clever brand extension may prove to be more of a hindrance rather than a help. 

Luke Jordan - Marketing Advisor

Australian Cigarette Packaging

Over the past decade there has been enormous changes in legislation relating to the sale and promotion of Tobacco. On 1^st December 2012, Australia implemented new legislation that has set the bar even higher in terms of how cigarette brands are sold.

Now, all brands of cigarettes in Australia must be sold in the same brown package. These packages carry graphic images and health warnings. The Australian government aim to remove the glamour from smoking, they intend to reduce the level of smokers from 15% to below 10% by 2018. The initiative is particularly focused on the prevention of teenagers taking up smoking in the fist place. However, the move is also set to reduce the number of those smoking also. Research found that when a particular brand was given to a sample of 640 people from the branded packaging and from plain label packets the branded packet scored higher in terms of taste, flavour and aroma.

Cigarette companies did take this new legislation to the high court on the grounds that in infringed on their intellectual property, however the courts ruled against their case.

The hope is that now other countries will follow suit, in particular the EU have shown signs of adopting similar legislation surrounding the sale of cigarettes.

Is this initiative something that should be introduced into Ireland and would it have the desired affect, ie reducing the number of smokers and preventing teenagers from starting in the first place?