Vogue Industry , vogue - industry

Who are Conde Nast?

A large global company that make a wide range of printed magazines

Who did Conde Nast purchase and when?

American Vogue in 1909

When did conde Nast launch a UK version of the magazine?

1916 (a spin off to the international version)

How did vogue perform throughout the 20th century?

Vogue thrived throughout the 20th century providing audiences with an aspirational lifestyle that they dreamed of having

How did vogue perform during the post war period?

Continued to do well as many women were enjoying the consumerism and emphasis on 'treating yourself', escapism from the war

In general, what has happened to the demand of magazines?

A lot of magazines have suffered heavy losses in the last 20 years. Vogue however has not. It still sells around 200,000 copies a month

What do Vogue have? (Editions)

A huge range of international editions to target various global audiences

What theory to the international editions of vogue reflect?

Reflect hesmondhalghs idea that powerful companies often replicate successful formats to maximise profits

Why do many companies avoid taking risks and what is conde nasts' view on risk taking?

Because it could mean less revenue- Conde Nast do take some risks that make vogue stand out from other magazines

vogue one of the first magazines to do what?

One of the first to start using colour photography back in the 1930s and use a black woman on the cover

In the 1960s, who purchased Conde Nast?

Advance Publications- and encouraged more modernity and risk taking

What image was created of vogue by audiences by being one of the first magazines to have a black women on the front cover?

It created the idea of vogue being cutting edge and pushing boundaries

What was another way vogue tried to boost sales?

By working with celebrities

What effect did vogue working with celebrities have?

Collaborations with famous artists guest editing the magazine, adds an element of quality and exclusivity

Writers featuring in the magazine:

Gone onto become legendary in their time eg Zadie Smith, this created an image that Vogue was a magazine that discovered and nurtured amazing new talent

Who are examples of celebrities on the front cover helping to attract more audiences and boost sales?

Princess Diana, Nelson Mandela, Princess Anne, Kate Middleton

How does Vogue attract global audiences?

Exclusive photos/articles about people like the royal family, draws in global audiences and makes vogue seem luxurious

What did Conde Nast diversify into?

Fashion education by setting up a design college, the Conde last luxury conference is an event they organise to increase revenue further, bars and restaurant division with a vogue cafe

Who have played a huge role in the success of vogue?

Individual staff, often having there own reputations as being the pinnacle of fashion knowledge

Who is an example of a staff member contributing to the success of vogue?

As Conde Nast was so powerful, and Wintour were considered so essential to success, they were able to pay her a huge salary

What did Wintour receive?

Over a £2m salary a year, a chauffeur driven car and a 200,000 shopping allowance as well as a hotel to stay in. Conde last also loaned her £1.6m to buy a house

What did Wintour do?

Began a trend of using more celebrities on the covers, rather than just models

What is vogue fashion fund?

Gives financial support to new designers. Code Nast turned this into a reality TV show idea with Amazon

What is particularly important in vogue magazines?

Advertising- as it earns them a huge amount of money

how much does a page cost for advertisers looking to buy space in vogue

£36,000

How do audiences react to the magazine?

As they see vogue as an opinion leader giving them ideas of what they should buy to have a certain lifestyle

How to vogue target young audiences?

Social media, digital version

What have Conde Nast admitted they will be using more?

Modern technology in vogue in order to target audiences

who created/ published vogue?

Conde Nast

-biggest mag publishers in UK

When was vogue first introduced?

-1892

- conde nast purchased American vogue in 1909

-started uk version in 1916

-vogue thrived in the early 20th century providing audiences with inspirational lifestyles they dreamed of having (during ww2)

-creates and aspirational dream like brand

-economic boom

-lots of consumerism with new disposable income

-many mags have declined in popularity not for vogue

-sells 200,000 copies a month

international expansion

-60s/70s launched Italian, German , Spanish, Japan, China, Russia vogue

-international versions - popularity

-reflects hesmondhalghs - max profts by repeating it

Hesmondhalgh - minimise risk max profit

-by repeating versions of the mag internationally able to max profits

-however DO take some risks - 1st magazine to use colour photography in 30s (seen vey unusual, expensive)

-in the 60s 'advance publications' purchased conde nast and encouraged more risk taking

-eg change face of fashion (using the first black model on the front cover)

-changed the world

-audience like the riskiness

-brand identity - modern

min risk max profit - collabs with celebs (eg Andy Warhol) creating their own guest edited versions of the magazine using their art work with the fashion photography

-quality and exclusivity

legendary artists

-famous for feauting people before they came famous

-eg photographers (cecil beaton)

-writers ft who have gone on to become legendary in their time (zadie smith)

-added quality and modernity

- exclusivity

-vogue has a rep of findinf talent before anyone else has seen it

-nelson mandela has guest edited a copy of paris vogue -

-princess diana ft on front cover of vogue (royal family)

-great way of attracting GLOBAL audiences , seeming luxurious

Diversification

-conde nast diversified (more money)

-own fashion and designer college where people can learn from the best who were involved in vogue

-luxury confrences - people go and speak, workshos of those who are part of the

-resturants and bars divisions - vogue bar

-taking the brand image (high end, fashion , forwardness) turn into another areas of the media they can make money from