The second installment of our 'Five Minutes With...' feature focuses on the career and aspirations of Ana Santi, Commissioning Editor of Drapers magazine and Drapers Online. An experienced journalist and fashion reporter, Ana has worked with Drapers for over three years and has garnered some scintillating inside knowledge and opinions about the fashion industry today.

 
Manchester Fashion Network: How did you get into the fashion industry?

Ana Santi: I was working in PR but I always wanted to be a writer, so I decided to switch to do a course in journalism which I ended up doing a work placement with Drapers. After I left University a Senior News Reporter job came up at Drapers so I went for it, that was three years ago now. It's more of a passion for journalism than it is for fashion.

 
MFN: Who do you see as the core Drapers consumer?

AS: There's definitely a wide range of readers. There's a strong following in the Indie retail sector. I would say it's an equal split between Independent, multiple retailers and branded suppliers, those would be our three core groups. But we also get headhunters and a lot of other people in the industry who read Drapers.

 
MFN: Do you think there is a clear difference between fashion in Manchester compared to elsewhere in Britain, for example London?

AS: There's definitely a difference, though I can't claim to be an expert! I'm trying to see more of the fashion and style in Manchester. I managed to pick up some information through interviewing various brand owners up here, there seems to be more of a distinct signature, definitely leaning more towards streetwear and youth culture. It's also a lot more collective than in London, in London there are so many different styles it can't be characterised.

 
MFN: What do you think people associate with fashion in Manchester?

AS: There is a definite influence coming from streetwear, very casual and heavily influenced by the music heritage in Manchester. Football is also a major influence, because there are so many football players up here with Manchester United and Manchester City, the brands are able to dress them.

 
MFN: Do you let your own personal style choices affect their work?

AS: No, never!

 
MFN:  What do you see as the future of independent fashion brands?

AS: It's difficult for any Independent retailer, and any brand in general at the moment, the climate is tough for everybody and we should be optimistic. If you know who your customer is and how to sell to them, that's all you need to know. It's exciting to be part of, Independent brands can give you something different. Fashion is quite democratic, there is a place for everyone from High Street to Boutique. Everyone needs to embrace Independent brands, they have something new and innovative to offer, retailers just have to go with the times.

 
MFN: How does Drapers support smaller, independent brands and how are you planning to in the future?

AS: Mostly by writing and representing them, getting their names into Drapers. We also appreciate and welcome any comments and interaction from Independents or brands on how we can improve this. There's plenty of opportunities for brands to get involved with Drapers. The upcoming Manchester Fashion Network and Drapers project is proof of that, by coming up North and meeting everyone face to face we're showing a want to get to know them.

 
MFN: Do you think people are continuing to spend more for better quality products or are they reverting back to disposable fashion on the high street?

AS: People are definitely more cautious with their money. From speaking to retailers recently, it's clear that average transactions have fallen, people are more price sensitive in times like these. People are choosing to invest more in what they buy and considering their purchases. They aren't expecting to spend less in general, just expecting better quality and longer lasting pieces for their money. Consumers have an understanding of value for money.

MFN: How do you feel about the recent surge for online media?

AS: There's definitely still a future for print media, nobody should be scared of online, it's important to have an online and print presence I think. You need to evaluate how your audience approach each medium and what they want to gain from them, then work from there. Online is perfect for instant news and fashion but, with print media, you are able to have a much deeper connection to the reader. I would always rather take a magazine home and spend an hour reading it on the sofa rather than reading thousands of words online. We need to think about the future generation though, especially with the emergence of the Ipad, people may just get used to different mediums. No one should be scared though, we just need to find a way to adapt.

 

Ana will be chairing the next London Fashion Network event at the Sanctum Soho Hotel, with An Evening with My Wardrobe on the 25th of May. Click here for more information and to book tickets.
 
Interview by Clare Potts. Many thanks to Ana Santi and Drapers.

 
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