“The obvious reason [why people are making the switch] is that brands tend have more resources [than magazines],” Krentcil said. “So there’s certainly the financial reward.”
But money isn’t the only incentive.
“I think there’s also something really exciting about building a voice from the ground up,” Krentcil said. “It’s something that’s both really easy and really hard because you’re taking one medium [retail] and turning it into another [editorial].”
“You get to see the full picture [when working at a brand],” Feldman said. “At magazines, you are selling the products in the way you write about them and photograph them, but then sending your readers into stores and websites to buy. When you work at a retail business like Amazon, you get to complete the circle with your customers. It’s given me a true understanding of the business of fashion, end to end.”
But why hire editors who have no experience on the brand side?