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Transcript of VOGUE
All photographs/ trademarked and copyrighted indicia are property of Vogue and Condé Nast Publications.
This presentation is only for personal study and shall not used for any commercial purpose.
We will not have or accept any liability or responsibility based on this work.
“The world's most influential fashion magazine”
--New York Times, 2006
Founded in 1892 by Arthur Turnure in the U.S.
Picked up by Condé Nast in 1909: home to some most celebrated media brands
Monthly publication since 1973
Past & Present of Vogue
Fashion Magazine Market in China
Anna Wintour (U.S.) since 1988
Protects Vogue’s status and reputation among fashion magazines
The most influential figures in the global fashion industry
The origin character of Miranda Priestly in The Devil Wears Prada
“Pedestal focusing on new and accessible concepts of ‘fashion’ for a wider audience.”
Magazine + Website(Vogue.com) + Apps
Voguepedia: Fashion Database
4 Ps Analysis
THANK YOU !
Sales of Top Six Fashion Magazines in China
in First Half Year, 2012 (Billion RMB)
Audience Base : General
Famous as “Fashion Bible”
High positioning of readers
International, various versions in 17 countries and area
Top production team
Employ the most professional editors,
the most distinguished designers,
the most talent photographers and models
Many famous designers are cultivated by Vogue
Attach to large enterprise Condé Nast
Strong financial support
Strong advertising support
High market share globally
Lack of enough localization
Its western style which cannot attract enough Chinese and Asian readers’ eyeballs.
Late enter China market
Entered China market in 2005, later than Elle, Bazaar, etc.
Cover a narrow content
Only focus on the aspects of fashion, cosmetics and a little bit of life.
Low market share in China market
Applications of new media
Digital version: iphone APPs, android APPs
Social website: Facebook, Twitter etc.
Change of China demographic structure
The young generation who would easily accepted western culture is enlarging.
Increasing income of Chinese women
Large potential consuming group
The waking of the sense of fashion, especially for Chinese fashion taste.
Other similar magazines (competitors) Global market: Elle, Cosmopolitan.
China market: Rayli
Policies restrictions by Chinese government
The declination of the print media industry
-Vary from nation to nation
-Integrated market communication
Audience base: gender
Three levels of product
Magazine Circulation Demographics in 2012
Total Average Circulation: 1,222,373
Audience base: education
Audience base: employed
Pricing method: Polycentric pricing (bottom up)
Price Mainly in USA, Taiwan, and China
- USA Price:
- Taiwan Price:
- China Price:
Strategies at first-tier city
Strategies at second-tier city
Advantages of First-tier cities
- Purchasing power
- More luxury brands
- High education level -
High awareness of fashion
1. Content localization
2. Integrated resources
3. Cooperate with local fashion school
4. Modify the bookbinding and reduce the weights of the
5. Digitalization of the magazine. QR Code.
-Increase brand awareness by
setting up more retail avenues
-Offer discount for the regular
Ideas of this strategy:
-Vogue is a fashion guide as well as a fashion platform
-The platform offer interaction between VOGUE and
Forms of this strategy:
-Beauty and makeup workshop
-Cross-industry cooperation .
Core product of Vogue
Social status Fashion guide and platform Taste and style
17 different versions all over the world
Vogue Girl (South Korea and Australia)
Vogue Homes Internationl (France)
L’uomo Vogue (Italy)
Man’s Vogue (twice a year)
Collection hosted or sponsored by Vogue
Fashion Nights’ Out (FNO)
- Books stores
-Apps on Smart phones.
-Subscriptions on Official Website
-Subscriptions on Amazon, Taobao
Other Distribution Ways
- Combined subscription
- Gift bags
Social network promotion:
Paid TV promotion
Event Promotion :
- Collection Show
- Fashion week
- Charity Gala
- CFDA/Vogue Fashion Fund
Elle VS Vogue
Elle – “She”
A worldwide French magazine
1945: founded by a couple
1988: entered the Chinese market (with wholly-owned subsidiaries of Hearst Corporation)
2001: ELLE Chinese website established.
How could Vogue maintain its own characteristics as well as cater to local fashion tastes in China market?
Magazine Promotion Methods:
Mainly focus on content promotion and advertising promotion methods.
Magazine rarely promote itself by using particular commercials ,but by cooperating with various social medias or events.
- Pioneer of fashion magazines but relatively limited globalization
of China fashion market might impede Vogue’s development
- Prosperity of
: another external cause to limit Vogue
- Brand extension is important for Vogue to compete with Elle. Vogue should develop derivation product to consolidate its brand value.
- Strengthen the interaction with audiences and offer what they want to know.
- Vogue needs to work harder to develop digital strategies to reach its reader and advertisers effectively.