Burrie Media er alles aan om de stad Purmerend zo goed mogelijk te promoten. Door een modespecial als bijlage in DagjePurmerend op te nemen wil men lokale zelfstandige ondernemer in de modebranche een groter podium bieden. Dit onderzoeksrapport geeft inzichten over het vormen van de conceptuele richtlijnen voor het vormen van de modespecial. Het conceptplan vormt een handleiding met adviezen van hoe de modespecial eruit zal komen te zien. As a publisher Burrie Media does everything as well as possible to promote Purmerend as a town. With the magazine DagjePurmerend they try to increase the flow of visitors/consumers to the inner city. In DagjePurmerend they show to their own inhabitants and visitors from the region just how attractive the inner city is. The focus is primarily on promoting events and activities. They believed that this would attract audience which would automatically go shopping, but they have already put question marks around this mindset. And they were right to do so. Todays’ consumers cannot be influenced by standard advertisements anymore. They need more reason to go out shopping. Therefore it was time for a change in DagjePurmerend. This study focuses on a group that could use some help: the independent entrepreneurs. They have to do everything by themselves and remain profitable. They have to attract consumers by themselves without the huge marketing budgets of branch stores or large retail chains. The town of Purmerend is well known for its diversity of shops by the high number of independent entrepreneurs. They own 60% of the shops. That should be cherished, agrees Burrie Media. The goal: offer local independent fashion entrepreneurs a larger platform in DagjePurmerend through a special fashion supplement to increase the chance for a stable or increasing consumer flow. Literature review has shown that the way the special fashion supplement is distributed is effective. Door-to-door papers are read by over 80% of the inhabitants of Purmerend and 42% of them visited the respective stores as a direct result of the advertisements in this medium. Potential competitors as Verrassend Winkelen or the fashion supplement in Het Gezinsblad are targeting the same audience but have no clear basic story and purpose. It’s with this that the fashion supplement can distinct itself and with a well-grounded plan a strong concept can be developed. Developing a magazine formula is not an easy task. On one hand it has to meet the wishes and demands of the local independent entrepreneurs and on the other hand the concept has to be in line with the expectations of potential readers. To find out how the fashion supplement should look to meet these requirements, field research has been done. The entrepreneurs are the starting point in creating this concept. The special fashion supplement will eventually be developed for and by primary target group. Through interviews with ten passionate entrepreneurs of different types of stores (from shoes to fashion stores) it is mapped out what their vision and insights are on the idea of developing a fashion supplement. As a start they see it as an original and effective way to draw attention of the target group. The entrepreneurs want to invest smart, they don’t invest money just anywhere. So no unnecessary expensive advertisements with no results, but promoting their shop that makes the difference. It is also important that there is a variety of price ranges. No high amount to which the entrepreneur is committed. This lowers the threshold of taking part in the fashion supplement. Aware of the fact that consumers not only come to the inner city for their stores, all entrepreneurs decide to co-operate. To help and complement each other instead of everyone working from their own business offers more opportunities. In this way they immediately respond to a trend that is currently visible amongst consumers. Consumers increasing abandon mass consumption; they want customization. Using special fashion combinations in the fashion supplement the entrepreneurs can showcase their combined products. In terms of requirements for the content and design of the fashion supplement the primary target group agrees: personal stories about the entrepreneurs and a look behind the scenes can influence the customer willingness to award the order. It ensures that consumers get’s an emotional feeling which leads to a feeling of connectedness. Nice articles will also be an element, such as stories about the shopping audience. This will be an important part, because it offers the reader the possibility to identify. They can identify with their fellow consumers. Inspiration and advice on fashion trends will be given based on product photos. A catwalk image will translate to products that are currently available in the shops of the independent entrepreneurs. By connecting several themes with regard to the clothing styles the will be something for everyone’s taste. While developing the magazine formula, besides the primary target group, also a secondary target group was taken into consideration. The fashion supplement will be distributed in the Waterland region among various kinds of households, different ages and types of people. This group represents a very broad target group: the potential readers and the consumers. The challenge of this concept is to ensure that the percentage of this group which is interested is as large as possible. A survey research (152 respondents), representing the population created an image of the expectations of the secondary target group. Because 77% of the respondents indicated the desire that the fashion supplement would offer them fashion inspiration, that will be the main purpose of the fashion supplement. The features entertainment, information and advice will be additional. The design of the fashion special will depart from the orange and chaotic layout of DagjePurmerend. Both target groups require a different look. The characteristics stylish, modern, fresh, original and happy will be applied. A tight and boring design is rejected. The look and feel of the fashion supplement is determined by a number of elements. This results in more images compared to text and a variation in atmospheric images and free standing images with much colour, combined with typography that consists of serif and sans serif fonts in neutral colours. The research also showed the importance of a strong cross-media plan alongside the concept. An extensive cross-media analysis showed a good image of which applications would give the fashion supplement an extra boost. In the first place, it is important be able to find it on the Internet. Through Internet also customers outside the distribution region can be reached thus enlarging the range. A website also provides the opportunity for interactivity. The mobile application, a location based app, will be used to accompany the consumer to the respective stores. Finally, the new trend, the QR code, can act as a transfer instrument between the different media channels deployed. This research report provides insights in the creation of the conceptual guidelines for the creation of the fashion supplement. The concept plan is a manual containing advice about how the fashion supplement will look.