Sponsors
Billabong ▲ +0.015 | PPR ▲ +0.95 | American Apparel ▼ -0.05 | The Buckle ▲ +0.55 | Columbia ▼ -0.14 | Deckers Outdoor ▼ -1.51 | Dicks ▲ +0.14 | Foot Locker ▲ +0.79 | Genesco ▲ +1.31 | Iconix Brand Group ▼ -0.07 | Jarden Corp ▲ +0.80 | Nordstrom ▲ +0.45 | Luxottica ▲ +0.71 | Nike ▼ -0.53 | Pacific Sunwear ▲ +0.11 | Skullcandy ▼ -0.02 | Sport Chalet - 0 | Urban Outfitters ▲ +0.06 | VF Corp ▼ 0.00 | Quiksilver ▼ -0.10 | Zumiez ▲ +0.65 | Macys ▲ +0.24 | Tillys ▲ +0.07 |
Ticker Sponsor
Readers Say
Useful on a daily basis
Useful on a daily basis

It's well balanced information that is useful on a daily basis. I'm very satisfied with the Executive Edition. I start each day with SES and a big cup of coffee!

- By Tom Ruiz, EVP Sales, Volcom
It pertains to my business
It pertains to my business

I’m an avid reader of Shop-Eat-Surf because it’s really the only online newsletter that I have found that is not only industry related, but also because it’s not so “guy-centric.” I find that a lot of the information I read on the site pertains to my business (as a swimwear designer) and keeps me up to date on what other companies and other women in the industry in general are doing which is not only inspiring but also helps me gauge the future direction of my business as well.

I feel privileged to read the Executive Edition because I know I am getting insider industry information before it hits the mainstream media channels. And it’s always good to know what my friends are up to in the industry.

- By Monica Wise, Founder, L*Space
Industry Insight

CURVEXPO: Recap of the swimwear & lingerie show in Las Vegas.

SIMA: Save the Date invitation for Humanitarian Fund's STOKES ME Bowl-a-rama on Sept. 16.

Details on Industry Insight.


Tiffany Montgomery
Print This Article

Damsel: A growing startup from industry vet

By Tiffany Montgomery
January 11, 2008 6:33 AM

Launching a print magazine from scratch is expensive, nerve wracking and brave - especially in the internet age.


But Luann Petix knew she had to do it when the opportunity arose. A self-described magazine junkie, Petix has created her own magazines since high school, cutting pictures she liked from magazines and pasting them into journals.


Luann Petix, Nicole WurzellLuann Petix with Damsel Managing
Editor Nicole Wurzell

Petix first jumped into the magazine world at Lemonade, where she was editor-in-chief after working in marketing at Quiksilver and Split. When Lemonade shut its doors last year, Petix and a silent partner launched Damsel, which mixes the action sports aesthetic with high fashion. The first issue appeared in September, and action sports brands such as Stussy, Von Zipper, Billabong, Roxy and Adio are advertising their junior lines in the magazine.


"I was absolutely petrified," Luann said. "But I knew I had to do it or this would be the first time in my life that I had a regret."


The magazine is aimed teenagers and young women and features beauty advice, fashion spreads and interviews with designers, bands and artists.


"The Damsel stye is fashion forward but realistic," Luann said. "I like to mix fantasy with reality."


So far, the magazine's circulation is 45,000 each month, with most of the distribution in Los Angeles, Orange County and San Diego. The magazine is free and carried in stores and boutiques. The January issue had 80 pages.


Luann is most proud of the January edition, which features supermodel Mini Anden on the cover, who Luann has admired for years. And Damsel Managing Editor Nicole Wurzell, above right, scored an interview with the Hives.


After such a strong month, one of Luann's challenges going forward is to continue to raise the bar, she said.


I asked Luann where she wants Damsel to be in three years. She wants more people from the "A List" - celebrities and such - in the magazine and on the cover, to quadruple the number of pages, and a circulation of 500,000.


"We have nowhere to go but up," she said.

 


Articles You Might Have Missed