1. Introduction
In this report I have focused on Vogue magazine. Vogue is a product from the magazine publisher Conde Nast which publishes magazines including Glamour, GQ and Vanity Fair.
Vogue is an American fashion magazine and was founded in 1892. The current editor of American Edition is Anna Wintour.
The purpose of this report is to recommend a marketing communications campaign focused on the Digital Edition of the magazine in order to increase sales and reduce costs. In order to do that, we will conduct a SOSTAC composed of Situation Analysis, set Objectives, promotional Strategies, Tactics, Implementation and Control. .
2. Context/situation analysis
The context analysis is a study of what my company and brand is doing now,
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At the beginning VOGUE purely targeted women between 25-54 years old, but created these two new editions in order to widen its target audience.
After showing the segmentation and target market that Vogue is focused on, we will study the positioning strategy that Vogue use. Positioning is defined as"the relative perceptul position of one brand usually compared with competing brands altough arrange of positioning approaches are possible to achieve" (Pickton and Broderick, 2005). Vogue has its own identity; its brand sets it apart from other magazines. It is the most valuable high fashion magazine, continuing to position itself as both unique and authentic. They have developed relationship marketing, defined as "Marketing with the conscious aim to develop and manage long-term and/or trusting relationsips with customers, distributors, suppliers, or other parties in the marketing environment". It focuses on the best designers, fashion photographers and models in order to retain its core customer- stylist women. Vogue tries to provide added value,so the brand has prices that are not cheap, investing in creativity and focusing on quality. They try to create a consitent marketing mix rto have a long-term relationship with the target market, and they try to crea
Since joining Editor Anna Wintour, she tried to improve the status and reputation of the magazine in order to be better that the
Kenon Breazeale’s argument in his text begins by touching on how Esquire would place certain articles in their magazine in hopes of attracting the male consumer. In order to do this, Breazeale claims that the magazine did so by the “simultaneous exploitation and denial of the feminine” (Breazeale 72). In that way, the magazine
Magazines soon became vital to advertising, companies began to buy pages in magazines to advertise new products, new movies, and new everything. Many of the other pages were filled with poems written by returning war veterans and images representing life during the 1920s. Vogue and other fashion magazines modeled the new “Flapper” image. Flappers were young girls, who during the 1920s, began to break the rules and transform the way the nation viewed women. Kelly Sagert explained in her book “Flappers: A Guide to an American Subculture (2010),” “Tabloids, sectioned off parts of magazines, had huge articles and images commenting on the popularity of the flapper image, inspiring readers to either follow in the image or accept it within society” (Kelly 37). While the fashion magazines had the flappers to focus on, other magazines like Time and LIFE focused more on current events and politics. They would also feature a successful celebrity every now and
The main purpose in Carr writing this essay is to expose the small amount of diversity involved with the magazine industry, which has always been
Cosmopolitan magazine, as it is today, is an international woman’s magazine involving topics on sex, relationships, beauty, fashion and health. The variation of Cosmopolitan (Cosmo) we have in today’s society is rather sexually explicit in many of its articles and covers. This was not always the case. Cosmopolitan was founded by Schlicht & Field in 1886. The magazine was originally created to be a “family magazine” . Cosmopolitan introduced articles on family and home life. In 1888, Cosmo gained a new editor in E. D. Walker. He would add new elements to the magazine. These included serial fiction, book reviews and color illustrations.
magazine was first thought up because of the lack of work written for women and by women. On March 18, 1970, about a hundred women stormed into the male editor’s office of Ladies’ Home Journal and staged a sit-in for eleven hours, demanding that the magazine hire a female editor-in-chief. The first proposed titles included Everywoman, Sojourner, Sisters, Lilith, and The Majority. It was finally created by Gloria Steinem and Dorothy Pitman Hughes and originally appeared as an insert in New York magazine, but the first real issue came out in December of 1971. New York magazine editor Chet Felker helped them fund the first official
Teen Vogue, 2018 was created by Molly Scannell who was an American born in 1974. However it was printed by an Iowa State Student for their ReACT gallery project. This piece is very interesting with lots of different elements. First off it is a black and white Teen Vogue magazine cover with a #Pioneers on the bottom. In the middle there is a women who is made up of cutouts of other women and there is even a quote by Picardi included too. This piece immediately reminded me of feminism and Barbara Kruger. We learned about Barbara Kruger and how she created lithographs by combining text with photographic images. Her images were also black and white just like Teen Vogue. Many of Barbara’s lithographs also targeted women’s magazines like Cosmopolitan and
Furthermore, new magazines were created to appeal to the tastes of the younger generation, creating magazines
The magazine Ladies Repository: A Monthly Periodical Devoted to Literature, Arts, and Religion is a magazine that was published in 1800 and was targeted towards young women. The magazine was a way to help teach and encourage women of the time on how to properly fit in and behave according to the rules that society had placed on them. It taught them how to be considered an ideal, cultured woman with high morals and spiritual standards. Although many readers today would argue that the teachings and ideas taught by this magazine are extremely outdated and outrageously sexist, one must realize that this was society’s standard for women during the 1800’s.
In addition, magazines were a trending topic for all fashion related that influenced both genders. Billboard Magazine was all music related with its weekly top charts that was first published in 1928. Wall Street Journal was a publication article that expressed its own personal thoughts from religion to Hoover and FDR’s presidency (Mass Media
And the picture Post peak at 1,750,000. (Condé Nast launches Glamour in US. Timeline: a history of magazines)
Her “Best-known achievement”, the Ms. was purchased by an Australian company in 1987, which she stayed on as a consultant. The magazine returned without ads and the new
Vanity Fair is a magazine of popular culture, fashion, and politics. (The Editors of Encyclopedia Britannica, "Vanity
Coco Chanel, born Gabrielle Bonhuer Chanel, on August 19, 1883 in Saumur, France was an amazing woman who redefined fashion as we know it today. She was a clothing designer who revolutionized the fashion industry with her suits, little black dresses, and avant garde flare. Because of this quickly in her young life she became well know, and rose to be the fashion icon that she is today. From the timeless designs that are still popular to this day, and the sophisticated outfits that can be paired with great accessories Chanel has done it all. When it comes down to it though it was Coco Chanel’s philosophy that “luxury must be comfortable, otherwise it’s not luxury” that lead to her success. (“Coco Chanel”)
• The main strength is the up-market image the magazine Vogue Australia and keeping up with their readers’ aspirations since its inception.
The final magazine I will be examining is Marie Claire. This is another publication aimed at a more mature audience, with a deeper focus on beauty through materialism. Like Complete Woman, it contains more explicit sexual detail and a more serious focus on relationships. Also, because of its abundance of advertisements of expensive cosmetics and clothing, we may assume that this magazine is class-specific to a wealthier consumer. Marie Claire’s cover stories include “What Your Style Says About You”, “How to Get Perfect Skin: 44 Products that Really Work”, “How Often Do You Have Sex?”, “Men: What They Don’t Want You To Do”, and “428 Fashion and Beauty Ideas”.