1. +
VOGUE: Defining the
Culture of Fashion
Disha Nagi, Aurélie Dias, Jade Scotte,
Shannon Lindee & Marion Simongiovanni

2. Table of Content
• INTRODUCTION
• ISSUES
• RECOMMENDATIONS
• CONCLUSION

3. Condé Nast
• US magazine industry  $ 12 billion
(2012)
• Purchased VOGUE in 1909
• Published 18 consumer magazines:
Vogue, Glamour, Vanity Fair, W, The
New Yorker, GQ…
• 4 business to business publications
• 27 websites & 50 apps mobile and
tablets
• In 2013 124 magazines, 104
websites in 24 markets around the
world

4. Vogue Magazine
• American women’s magazine
• Founded in 1892
• Editor in chief: Anna Wintour
• Fashion, Beauty & Features, Culture,
Entertainment, Social & Foods
• Condé Nast Publications
• World’s most influential fashion
magazine
• Print & tablet edition
• Monthly publication  Circulation 1.2
million & reached 11 million people in
the US

5. Vogue online
• Website magazine (Vogue.com)
 1.6 million monthly visitors/ 29 million
pageviews
• Voguepedia, encyclopedia style
• Social media platforms: Vogue’s Facebook
page, Twitter, Pinterest & Instagram

6. Vogue strategies
• Make customers live an
experience through online
magazine
• Followed fashion industry’s
calendar (showcased London,
Milan, Ny & Paris)
• Selling lot of advertisings &
developing other sources of
revenues
• Not just about fashion

7. issues
• Facing challenges
Rise of online channels
“Lower your rates, sell your
editorial, make yourself more
like a commodity, that’s what
a lot of publications do”
“We don’t want to cheapen
our product”
Significant pressures on the
revenues from advertisers &
customers

8. Issues
• How VOGUE can best approach the intensely
competitive advertising market in which some
competitors in recent times have had two to three
times the page growth that Vogue has had?
• How VOGUE could best utilize the growing
importance of digital channels?
• How should VOGUE utilize the growing importance of
digital channels that may increase pressure on
traditional revenues sources but also fuel new
ecommerce partnerships and other opportunities?
• Can Vogue, as both the fashion industry and the
magazine's readers have become so accustomed to,
stay one step ahead?
• How can we be more flexible with our partners and
give them opportunities they haven’t seen before?

9. Issues
• Under performing of subscription
 980 000 (few compare to others)
• An aging audience
• Threat of online magazines
(Netaporter)
 Netaporter “the fashion magazine
of the future”

10. Issues
• Strong decline for its single
copy sales
Only 1% increase total print
circulation (2008 to 2012)
• $12 billion industry in 2012,
down 2% from 2011
• Sold 18 000 annual digital
subscriptions (Cosmopolitain
236 000 & ELLE 50 000)

11. issues
• Editorial process “has not changed much
in over a decade
• Not interactions with customers
“Vogue refrained from using the platforms
to engage in a two-ways dialogue,
managers instructed “to never talk back”
• How VOGUE could capitalize on the
huge appetite for its content on social
networks?

12. Issues
• Rise of digital channels Increased competition & available ads
space
• Luxury goods market “in an unusual time”
 “Of the seven continents, only 2 are fuelling the growth in luxury

13. Recommendations
• Gaining and Retaining
Readership
• To attract a younger audience:
• Pick celebrities and models for the
cover that would appeal to
younger generation
• Advertise the online and app to
younger audience
• Feature up and coming celebrities
• To maintain current readers:
• Continue with relevant stories
• Stories to pertain to the older
audience (such as beauty)

14. Recommendations
• Gaining & Retaining Readership
cont.
• Offer subjective subscriptions
for example If someone is interested in
beauty and health care, One has the
option to choose .
• This will attract both the young, new
and will help retain the loyal ones .
• Try to track the old now not so loyal
customers, and send them personal
mailers about what’s new in vogue
and on “vogue subscription offers”

15. RECOMMENDATIONS
• Retaining Print Sales and
Subscriptions
• Better advertise the subscription
service on the app
• Feature special perks for
subscription holders
• Feature special stories and deals
only in the magazine that can’t be
found online or in app
• Create images that the younger
audience will want to tear out of the
physical magazine

16. Recommendations
• Increasing Online Advertising
• Keep advertising organic and hidden,
rather than blatant which will hurt
readership
• For the app, keep the ad pages like
the magazine since it is an attractive
factor for readers
• Take advantage of sponsored stories,
but only on products Vogue aligns with
• Feature a special advertising package
for smaller, new, international brands
that would not necessarily advertise in
the magazine

17. Recommendations
• Online Events Best utilization
of channels .
• Vogue can come up with
online events on instagram,
YouTube, facebook and
twitter or its own website. And
in return could give out
special services or free
subscription for 3 months.
• It can create its own channel
in snapchat and can upload
videos related to the fashion
weeks or events.

18. Recommendations
• Customer Interaction
• “VOGUE refrained from using
the platforms to engage in a
two-way dialogue, social media
managers instructed, “to never
talk back”
• Vogue can get fashion bloggers
and fashion advisors to help
their customers with any
shopping, beauty or health
issues they have through video
calls or one on one chats.

19. Conclusion
• We would like to conclude by saying vogue is a big
name in the fashion and entertainment industry
• All they need to do is get more digitalize. Be the
leader and not the follower.
• Vogue is an inspiration and motivation, it needs to
adapt the trend.