With years of experience in the field of journalism and editing, Andra Oprea offers an insight into the world of luxury with her digital magazine – Stylezza. As the Editor-in-Chief & Project Manager of this famed magazine, she has come across the best in class experiences when it comes to fashion, beauty, art, photography and myriad other subjects.
Her experiences have led her to believe in quality over quantity – something reflected in the selection of which events and news feature in her magazine. And with her flair for the artistic expressions of life, it isn’t a surprise that Stylezza has become one of the beacons in the French Riviera/Monaco fashion and art circuit.
Let’s get a glimpse at what she has to say about her contributions to the luxury niche.
1. Every editor has a different story on how they got started writing. What is yours?
My story with writing starts when I was little or maybe from another life. I have always been connected with written words, poetry. I remember I used to invent and compose poetry in my mind holding a hand upside down when I was about four years old. With time, the passion has grown. When I first discovered love, I got so inspired that I started writing my first essay at 17 years old. The essay was awarded at an international competition in Tokyo. I continued writing children books, essays, never got the time to start a book although the idea has always haunted me. But, I started Journalism and it got me going ever since. I can use writing in a modern way now, especially on the digital format. It is my way of expressing, of choosing what to do in order to leave something behind me that is made by me and not an echo.
2. Like most successful fashion magazine, you probably received hundreds of emails per month from luxury brands who want you to share their story. What makes you decide to work with a brand over the other?
I daily receive a great amount of emails from different brands around the globe. What makes me choose one brand over the other is the inspiration and the idea behind the concept. I do not like very much the commercial type, the mass quantity information. I prefer the quality and the information that inspires the reader and makes him widen his vision. I like the mix between art and fashion, the stir of ideas and the things that have value, originality. There are so many brilliant minds and brands that are in the dark because they do not have the marketing behind them, and so many futile brands that have the money but not the worth. So, I prefer choosing the value. Not everything that has created a name during the years because it was supported financially has to be chosen just to make clicks. No, I prefer to make value. And that is why I appreciate my readers!
3. What is the best pitch you have received from a luxury brand? What is the worst?
There are so many that I can`t classify them. I don`t have a best pitch in mind, but the worst are those who are poor in information and quality and try to hook you no matter what.
4. What is your take on press releases? Do you like receiving them or do you simply discard them?
I like receiving press releases; it is a great source of information. Still, it depends on the message it wants to convey or the way it is done. I like to see good content that has all the ingredients for a good article. What makes me click and read the press release is a good title or idea worth spreading.
5. What would make you choose to work with a brand on a giveaway campaign on your site?
A giveaway campaign is always a challenge for my readers and the main focus is on them. We organize this type of campaigns when the prize fits our target and the magazine`s profile. It has to be interactive, to involve the readers and most of the time they do get involved by commenting on the article, on the social networks.
6. If a brand wants to reach you, what channel should they use? Do you prefer email, social media or another means of communication?
I prefer having the information by email. It is more complex, it can have more accurate and precise information, all we need just in front of our eyes. Of course, if we want to develop even more the partnership, we can meet or discuss over the phone. The email, I think, it is now the most important form of reaching and connecting, spreading the ideas, creating partnerships and collaborations.
7. Of all the social media channels you engage on, which one do you prefer and why?
Every social network has its own particularities. But, for spreading the news over social media, I prefer Facebook: it has an easier way of connecting and reaching, sharing the info in a complex way (text, photo), it can be interactive and you can control the views and reactions. Then, I prefer Instagram for another side of the story – the message through an image, simple as that!
8. Which social media channels does your audience interact with the most?
Our readers interact differently on our social channels. It depends very much of the geolocalisation. If they are from US, they interact a lot on Twitter, while the Europeans like Facebook more. Also, it depends a lot on the time of posting, on the same criteria as above.
9. In your opinion, what does it take to become successful on social media?
On social media, just like on every other digital platform, you have to inspire but also you have to reach your target. Many prefer posting frequently once every hour, others prefer less quantity. It depends very much to whom you address to, which social category, status etc. It is known that young people will tend to be more active on social networks and want as much information as possible, while other categories like top managers will be interested in quality information over quantity, to have the best news of interest to them even if they enter late at night, so to say. So, for me, is having the right information delivered to the right category of readers at the right time.
10. Do you monitor your Klout score on a daily/weekly basis? Do you think this social ranking is of any real value to luxury brands?
I do not use Klout very often. I think, though, that being on platforms that help you reach your readers can be a great step towards a wider audience.
11. Do you sometime receive compensation from luxury brands, whether it’s in the form of cash or incentives, to write about them?
Yes, it happens often to receive products in order to write about them. Sometimes, it is a great thing because you can test the product yourself and write about it. Of course, you have to maintain your neutrality. This is one of the factors that differentiate blogs from digital magazines. Blogs can express their opinions towards products, brands in a personal way while digital magazines publish the news following deontological codes, and objectivity is one of them.
12. Apart from promoting brands through your magazine, do you offer additional services to luxury brands who choose to work with you?
Stylezza is a digital magazine that focuses also on branding on the French Riviera / Monaco and on high class events. We have contacts with important people in the area who are always interested in partnering with us to create events (and here, we have some secret ingredients that can assure the uniqueness and originality of the event). Also, there are international brands that are interested in having visibility on the French Riviera / Monaco and here we can help them. There is a mix of editorial, photography, events, all focused on the partners that we collaborate with.
13. Do you manage more than one magazine/blog? If so, which ones?
I manage Stylezza magazine. It is a digital platform located in a very beautiful area of the French Riviera. We cover the most important news and events in the region, especially Monaco, Cannes, St Tropez. It is both in English and in French as it reaches an international audience with worldwide news.
14. What would you say is the best thing about being a fashion editor?
The best thing about being a fashion editor is that I write, and this is my passion. Second, is that I get to know amazing people and places, exchanging ideas and traveling.
15. Have you rub shoulders with the rich and famous through your work as a fashion editor?
Yes, I have shaken hands and discussed with very important names, with top managers, celebrity and royalty. A real honor to meet so many important people, to share ideas, to interview or to collaborate.
16. If you had to mentor a new writer, what is your go-to advice to become successful?
My best advice that I can give to a new writer it is to write with passion, to give his time to develop this passion. To read and write a lot! I remember one of my Journalism University Professor who used to tell us at his class that we should write everyday about every tiny thing that we see around us…but just write!
You can reach Andra Oprea with the contact form on the site, or get in touch on Facebook, Twitter, YouTube or Google+. If you need an introduction, just reach out to us.
- Millennial Luxury Marketing – Understanding a generation of the future - March 12, 2018
- Luxury Brand Strategy – Elements to Consider in a New Luxury Economy - March 12, 2018
- Luxexperience –A Southern Hemisphere Luxury Travel Event - August 3, 2017