Vogue is the reference fashion magazine which influence the World. Despite an ever- growing number of fashion magazines and dedicated online sites, Vogue stays the number one of the fashion magazine particularly because it has influenced fashion for more than one century and it has known how to evolve generation after generation. This fashion magazine is extremely famous and keeps its reputation because Vogue is not just inspired by fashion, Vogue influences fashion.
This magazine was founded in 1892 in United States and especially in New York City, created by Arthur Baldwin Turnure. From a high-society magazine, then a fashion magazine when he had been bought by Condé Nast in 1909, Vogue is today more than a fashion luxury magazine, it is also a magazine involved in women rights and environment. Anna Wintour, the editor-in- chief of Vogue since 1988 and also the Artistic Director of Condé Nast, is doubtless the person who bring more notoriety to the magazine. Known to be an important figure in the world of fashion, she has brought fresh ideas and she has given a new lease of life to Vogue.
The mission of Vogue is to use fashion in the trends and the current context of the world where we live in, our clothes, our life, our social life, our food, our interests and our passions. In this, there is a resemblance between the intention of Vogue and the desire, expressed several times, of the French designer Yves Saint-Laurent, who defined himself as being attentive to the world around him and at the service of women living, working and crossing this world. He designed his clothes “connected” to the world and “useful” to women to live fully in it. Vogue is, in my opinion, quite close to this way of seeing. Where do we find this inspiration? All around us. Vogue is like a medium that tells us what should happen today and what will happen next. Telling for today and sensing for tomorrow is a solid way to capture a reader’s attention.
At the beginning, it was a weekly high-society magazine for the New York’s elite, the social place, news about this social environment. Vogue was a premium magazine, and the target audience was a population with a high standard of living and a social etiquette. In this magazine, readers could have information about books, music and theatre plays.
Condé Montrose Nast who founded Condé Nast Publications, a publishing newspapers company which currently owns the main American and International titles like “The New Yorker” or “Vanity Fair”, bought Vogue in 1909. Vogue became consequently a women’s fashion magazine. It was not a random fashion magazine in comparison with this era, but it actually would be if this magazine still existed nowadays.
For being closer to readers, the magazine is improving his business model. Henceforth, Vogue has a new digital strategy through advertising and marketing to show a real brand experience. According to the Digital marketing, Vogue has a large quantity of options. Firstly, they use an email program to offer something called client experience. This marketing strategy is particularly useful nowadays because we don’t offer a product only, here the service being a magazine, we also organise activities and new experiences to be always closer from the readers. The purpose of the email program is to ask the loyal customer of Vogue if they would like to participate to an event.
This year, Vogue organised an event for being closer from their audience : readers had to tell about their first experience with the magazine, if they could share this memory with someone else through a gift subscription. Through this initiative, more than 1500 stories have been told and some months later, engagements rate were up and according to these figures, Vogue has concluded that it is the most enduring fashion magazine of United Kingdom.
As an influencer magazine, Vogue must start writing about important topics to change the world. Its place in the medias is more important than we can believe, when we think about essential medias we usually think about The New York Times or the Guardian. Hence, Vogue is also powerful enough and the editorial line has to use this strength to be involved and to bring to light abhorrent actions in the World, for instance, the environmental protection, the sustainable development, the diversity and finally the women rights. Readers are also intending to see their magazine being socially responsible and concerned. They are expecting that Vogue integrates sustainable brands in their magazine. Vogue launched “Vogue Values”, admittedly a luxury and fashion magazine, but it is also an involved magazine whose the purpose is to raise awareness of a problem among the general public.
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