'In the Instagram era, you have to be photo-ready': Elle's Nina Garcia talks personalised content with HP's Enrique Lores
Houston, March 21: In the Instagram era, you have to be photo-ready, is what Nina Garcia, Editor-in-Chief of Elle Magazine said after her meeting with Enrique Lores, HP's president imaging and printing.
A member of the press is said to have requested her to pose for a photograph with Lores, and Garcia hesitated, because she felt she wasn't camera ready.
At HP Reinvent 2019, the company's biggest global partner event, Garcia and Lores revealed details of a collaboration between them with the latter trying to find an ally for HP in print, according to reports from IANS.
For Garcia too, who at that time had just taken over as head of the fashion magazine, there was good reason for the collaboration.
"We met looking for ways to shape things up," she said.
This was when they decided to have cover posters for readers, but did not know whose poster customers would like to collect.
"So right there we started being strategic," Garcia said about how the subject was chosen. The cover had to be of someone who had a fan base and a social media presence.
Lores asked her whether there could one day be a fully personalised magazine for an individual.
"That is a dream. We have incredible data from our digital site. That would be a logistical feat but this is possible," she replied.
Lores gifted her a blue scarf that had been produced on an HP Stitch machine. He explained later that it helped to overcome the problem of ink colour matching and provided consistency.