Vogue’s Multi-tasking Marketing Strategy
May 14, 2016
Miranda Priestly, editor in chief of Runway magazine in the movie “The devil wears Prada” is the devil in human form. This character known to be based off of Anna Wintour of US VOGUE. Like Miranda, the influence Wintour holds over the industry is significant. The success or failure of a brand or the date of the New York fashion week is at her hands. VOGUE is not only a magazine simply running articles on the latest high-end trend but the influence it has on the fashion industry is immense.
Often referred to as a “fashion bible”, it delivers the trendiest wish list for the upcoming season to trend sensitive readers. The fact that the contents of a magazine can rule a whole industry is remarkable. Yet, VOGUE too had to create a marking strategy with constant effort, passion, and creativity to get to where they are now.
VOGUE’s Offline Marketing
Stephen Quinn publishing director of British Vogue emphasizes the importance of the printed version amongst the trends of Social media and digital platforms. The printed versions and its contents are the means to build the magazine’s brand. The magazine can maximize its visual expressions by editing and composing the book adding the signature “VOGUE touch”. Quinn argues that articles that seem to promote sales are dangerous. The ability to pinpoint what readers wants and making even the advertising “VOUGE -like” makes VOUGE more VOGUE.
Every VOGUE cover seems to reflect the current media and trends. They understand what sells and how to sell it. Looking back on the history of VOGUE covers, it goes from the detailed artistic images to photos that best reflect the high-end trend of the years. Providing readers with the artists, the trends and high culture that represent the fashion of the times, it clearly illustrates that they are at the head of the fashion game.
Moreover, VOGUE shows its readers that they are constantly changing and evolving. US VOGUE decided to expand the size of their printed version to maximize their visuals to readers (but it remains to be determined if these changes are permanent). With the evolution of fashion, VOGUE is at its side, evolving with new changes.
VOGUE’s Digital Marketing
VOGUE uses a data driven content plan. They analyze specific data on what and which articles readers search online and builds a strategy for the contents, articles and advertising based on the data. According to VOGUE UK, users prefer mobiles over desktops. 65% of the online traffic comes from mobiles. When broken down, 10% comes from iPad or tablets and the 55% are from smart phones. In this regard, the design of mobiles platforms is becoming increasingly important. In addition, VOUGE’s digital team emphasizes that the advertisements should be give the feel that it is related to the articles(editorials). For the readers to trust the magazine, the ads should also feel related to the overall visual image of VOGUE.
Along similar lines, VOGUE utilizes video contents to best deliver their contents to visual-savvy readers. According to the digital marketing team of VOUGE US, they officially launched a video content strategy last June as they believe that the video editorials to be the best way of storytelling. Vogue’s high end visual marketing strategy has led the digital team to become a creative agency, creating visually appealing contents. In addition, as the “fashion bible” VOGUE is focusing on using their networks with fashion talents around the world with photographers, models, and art directors in a video form.
Vogue cited Instagram as the most effective and efficient medium among many social media platforms in raising brand awareness. According to Emma Geary, digital creative solutions manager at VOGUE UK, real-world public users are more important than the number of the followers or social media traffic ( Eva Chen, head of fashion partnership of Harper’s Bazaar recently expressed a similar opinion). Instagram sponsored ads are always raising overwhelming responses. Moreover, the high participation of readers and feedback makes Instagram a social media outlet with tremendous value that has yet to be recognized according to Geary.
VOGUE has been building aggressive marketing strategies through new media while maintaining their status as the fashion bible through constant change and evolution of their printed version, becoming a symbol of supreme composition and editing. Creating a culture at the top of the ladder means to take into account the current trends while sticking to one’s own values. The passion and effort and the strong pride of VOGUE makes my heart beat every time I lay eyes on the glossy cover.
