By Lagardere Global Advertising

1. LUXURY AND
UPSCALE
WOMEN’S
MEDIA
BRANDS
By Lagardere Global Advertising
with Ipsos
A-STUDY
November 2012-
BY LAGARDERE
ADVERTISING Luxury and upscale women’s media brands

2. The purpose
and influence
of media
throughout the
luxury world
Luxury and upscale women’s media brands

3. THE POWER OF UPSCALE WOMEN’S MAGAZINES
Women of the target group who read at least one upscale women’s
magazine :
(ELLE, Vogue, Marie Claire, Harper's Bazaar, InStyle)
87% 85% 98%
Higher TOP 50%
+ Heavy buyers
< 35 Yo
35-44 Yo
H3. Please indicate how often you read each of the following upscale women’s magazines (ELLE, Vogue, Marie Claire,
Harper’s Bazaar, InStyle). Responses: at least 5 to 6 times a year for the weeklies and/or 1 to 2 times a year for the monthly.
+
Luxury and upscale women’s media brands

4. ”I NEED MY MAGAZINE IN ORDER TO DECIDE”
Upscale women’s magazines have a strong influence on purchasers
of luxury goods, especially in China
(ELLE, Vogue, Marie Claire, Harper's Bazaar, InStyle)
67% 59% 96%
Higher TOP 50%
+ Heavy buyers
< 35 Yo
35-44 Yo
H6A. Would you say that reading the following upscale women's magazines influences your choices and your opinions on
luxury goods? Could you list the top 2 of the most influent ones ?
Base: all respondents.
+
Luxury and upscale women’s media brands

5. THE DIGITAL VERSIONS OF UPSCALE WOMEN’S MAGAZINES
Luxury and upscale women’s media brands

6. HIGH VOLUME TRAFFIC TO UPSCALE MAGAZINES’ WEBSITES
Women of the target group who use at least one upscale women’s magazine
website :
(ELLE, Vogue, Marie Claire, Harper's Bazaar, InStyle)
58% 48% 95%
+ < 35 Yo
Heavy buyers
+
H9. Do you visit one of the following websites (Vogue, ELLE, Marie Claire, Harper’s Bazaar, InStyle) at least once a month?
Base: All respondents
Luxury and upscale women’s media brands

7. BUT AN INFLUENCE LESS IMPORTANT THAN MAGAZINES
Influence of digital versions of upscale women’s magazines in the
purchasing choices of luxury goods buyers
(ELLE, Vogue, Marie Claire, Harper's Bazaar, InStyle)
48% 36% 94%
H13. Would you say that the digital versions of each of the following upscale women’s magazines, websites or mobile apps,
influence your choices and your opinions concerning luxury goods ?
Base: all respondents
+
Luxury and upscale women’s media brands

8. ELLE AND VOGUE: INFLUENTIAL WORLDWIDE IN LUXURY
The top 2 most influential upscale women’s brand worldwide
(Magazine+digital version)
(*ELLE, Vogue, Marie Claire, Harper’s Bazaar, InStyle)
H6A. Would you say that reading the following upscale women's magazines or their digital versions influences your choices
and your opinions concerning luxury goods? Could you list the top 2 of the most influential ones ?
Base: total respondants
Luxury and upscale women’s media brands 12

9. KEY POINTS – THE PURPOSE AND INFLUENCE OF MEDIA THROUGHOUT
THE LUXURY WORLD
 Upscale women’s magazines and their digital versions are
both powerful in the world of luxury, even more for heavy
buyers
 But magazines have a stronger influence on choices and
opinions concerning luxury goods
 Young women (-35 yrs) are even more sensible to the
influence of upscale women’s magazines
 Amongst these titles, the famous global brands, Elle and
Vogue, still stand out from the crowd
Luxury and upscale women’s media brands

10. Print and digital:
competitors or
allies?
Luxury and upscale women’s media brands

11. LUXURY BUYERS: BI-MEDIA USERS
Women of the target group who read upscale women’s magazine or/and their websites
:
(ELLE, Vogue, Marie Claire, Harper's Bazaar, InStyle)
A mix of
print & web 65% 56% 97%
Exclusively print 34% 44% 3%
Exclusively web 0.9% 0.5% 0.3%
Base: readers or/and users of upscale women’s media brands (ELLE, Vogue, Marie Claire, Harper’s Bazaar, InStyle).
+
Luxury and upscale women’s media brands

12. STRENGHT OF MAGAZINES AND DIGITAL VERSIONS
MAGAZINES: A SENSORY EXPERIENCE - DIGITAL: A PRACTICAL
EXPERIENCE
%More when reading an upscale
magazine or when using digital versions?: Print Web Print Web Print Web
You enjoy keeping up with luxury goods 55 18 42
trends 49 24 27
You like seeing different luxury adverts, they
22 51 16 41 30
help you form an opinion about which trends
to follow
51
You feel like you are part of the exclusive 28 21 28
44 57 43
community of the brand
26 18 29
You can dip into the world of luxury whenever you feel 47 52
like it 44
You make a note of luxury items that you will buy in 43 27 19 32
the shop later 58 36
You make a note of luxury items that you will
buy from the brand's online shop
37 35 50 25 31 33
You can compare and contrast luxury items 38 34 48 25 33 34
You can discover new luxury brand products 43 26 54 19 36 32
H14. Which of the following statements best corresponds to you when reading an upscale women’s magazine?
Base: All respondents
+
Luxury and upscale women’s media brands

13. PRINT AND DIGITAL: AN EFFECTIVE GLOBAL STRATEGY
The advantage of the magazines is that you have the professionals’ advice, while on the internet you have lots of
opinions but you have no way of knowing the credentials of the person that has written the comment. Fanny, 30 yrs, FR
We might see something in a magazine, and then we’ll go online to see the whole range. Magazine is first, online is
second. Tracey, 46 yrs, UK
“The photos are bigger and prettier in magazines than on the internet… but the items are not as trendy, not always as
up-to-date as on the websites”. Daniela, 39 yrs, GE
“In the magazines I have the latest trends but I don't have all the additional information about the items. This I can find
online”. Jana, 32 yrs, GE
“When I see an advert in a magazine, I go on the website to find out more about the item and its prices. Online
searching is bound to happen at some point.” Maria, 47 yrs, IT
Luxury and upscale women’s media brands

14. THE POWER OF ADVERTISING
Luxury and upscale women’s media brands

15. ADVERTISING IN UPSCALE WOMEN’S MAGAZINES: THE MOST
ATTRACTIVE
Adverts in upscale women’s magazines…
Get your attention
Top 1
Make luxury items Help you discover Make you want to go
look good luxury brands shopping for luxury goods
Top 2
Image Awareness Traffic
“There are magnificent ad campaigns with gorgeous visuals.... Advertising really does make you dream…
I prefer paper because with a single photo they manage to create something truly fantastic.” Emilie, 31 yrs,
France
P1. Let’s look more closely at luxury goods advertising. Please give us your opinion on each of the following sentences. More
when seeing an advertising in an upscale magazine. Base: all respondents.
+
Luxury and upscale women’s media brands

16. ON AND OFF-LINE ADVERTISING: AN EFFECTIVE GLOBAL STRATEGY
THE ADDITION OF DIGITAL ADVERTISING IMPROVES THE
RESULT
Help you stay informed about luxury brand’s
news
(n=2028) 12 44 16 28
(n=828) 17 40 11 32
(n=815) 2 48 29 22
Neither
Both
Adverts on upscale women's magazine websites and apps
Adverts in upscale women's magazines
P1. Let's look more closely at luxury goods advertising. Please give us your opinion on each of the following sentences.
Base: All respondents
Luxury and upscale women’s media brands

17. THE GLOBAL BRAND
Luxury and upscale women’s media brands

18. A POWERFUL MEDIA BRAND
% women of the target reading the
magazine or using a digital version of the
ELLE
77% 70% 95%
E1. Now, let's talk about the "ELLE" brand in general, the magazine, the website and the mobile phone/tablet
app. Are you a reader of the magazine and/or a user of the digital version ?
+
Luxury and upscale women’s media brands

19. THE 360° ELLE BRAND: A WORLD-WIDE REFERENCE POINT
Net Agree (n=2028) (n=828) (n=815) In %
…inspires confidence 77 74 94
…is a reference point in the luxury world 72 79 93
…helps you make decisions about
luxury goods 71 74 94
…inspires you and gives you ideas 71 74 90
…inspires you to dream 64 67 89
You feel attached to 63 58 87
+ > 35 Yo
+ Heavy Buyers
+ 35-44 Yo
E1. Now, let's talk about the "ELLE" brand in general, the magazine, the website and the mobile phone/tablet
app. Would you say that…. Base: All respondents.
Luxury and upscale women’s media brands

20. THE 360° BRAND: A WORLD-WIDE REFERENCE POINT
“ELLE, a very modern magazine, with up-to-date ads.
They are professional, they bring out more trendy clothing
styles, jewellery styles”. Stephanie, 39 yrs, US
“ELLE has the newest products, and mixes high-street brands with
designer”. Frances, 42 yrs, UK
“It gives good advice and there is information about many
products. I tend to trust the products that they recommend and if
I like it, I go and buy it… perfumes for example”. Roberta, 29
yrs, IT
“About ELLE, I like the luxury brand ads and fashion articles.
They have nice people on the cover to represent luxury brands.
There are famous people that already endorse brands”.
Melissa, 27 yrs, US
Luxury and upscale women’s media brands

21. THE 360° BRAND: A WORLD-WIDE REFERENCE POINT
“I often go on ELLE website, I can find additional
information, detailed info about the products, other reportages
about fashion, travel beauty which are not necessarily in the
magazine. It is very clearly laid-out, the photos are very
nice, luxurious, I like it very much.” Stefanie, 52 yrs, GE
“ELLE website goes hand in hand with the magazine. I liked
the subtitles and the dropdown menus. I find it complements
the magazine because they show what goes on behind the
scene at photo shoots…”. Melissa, 27 yrs, US
“ELLE website has more photos, and videos. It couldn’t replace
the magazine, it adds to it. It’s a continuation”. Margaret, 40
yrs, US
Luxury and upscale women’s media brands

22. KEY POINTS – PRINT AND DIGITAL: COMPETITORS OR ALLIES
 Buyers of luxury goods are “bi-media”, they use a mixture
of upscale women magazines and digital versions
 The classic beauty of advertising in women’s magazines
is a very successful way to get the attention of luxury
clientèle…
 …But the addition of digital advertising enhances the
result of the campaign
 The ELLE 360° brand is still a reference point for luxury
clientèle world-wide
Without a doubt, print and digital form a very effective
combination
Luxury and upscale women’s media brands 33