Vogue industry Flashcards
(34 cards)
who founded Vogue and in what year?
American Vogue was founded in 1892 by Arthur Turnure as a fashion and society magazine for wealthy New Yorkers;
When did Conde Nast buy vogue?
bought by Conde Nast in 1909 (potentially because they saw they thought it was a successful magazine that they could invest in and see a future for),
what was the benefit of Conde nast purchasing the magazine in 1909?
expanded the magazine’s circulation, introduced colour printing and strengthened the brand hugely across the United States and Globally- The magazine franchise has now expanded outside of the USA, and there are now 28 international editions, as of March 2024.
How many international editions are there of Vogue as of March 2024?
28 international editions
when did Conde Nast launch the UK version of vogue?
In 1916, and Vogue thrived throughout the early 20th century, providing audiences with aspirational images that they could construct their own identities against (Gauntlett theory of identity) , especially during the war and due to the affluent target audience of Vogue.
Did Vogue continue to do well after the first world war?
Vogue continued to do well commercially after the war, as many women were enjoying the rise in consumer culture, and thrived from the new emphasis on ‘treating yourself’- Women wanted to see wealth and aspirational lifestyles, as well as inspiration from advertisements on products that they could purchase.
how have staff at Vogue been an essential factor in its success?
Staff at Vogue have played a huge role in it’s success, often having their own reputations as being the pinnacle of fashion knowledge- for example, Anna Wintour, editor in chief. Wintour began the trend of using more celebrity and hollywood stars on the front covers which changed the face of women’s magazines- it wasn’t just models being used on the front cover.
how did Anna wintour revolutionise vogue?
Anna Wintour also started ‘Teen Vogue’ (which has a readership of predominantly females between the ages of 17-29 years old) and ‘Men’s Vogue’- new revenue streams have been created as a cause of her influence
since 1959 who has Conde Nast been owned by?
American media company, Advance publications which was originally a newspaper publisher. It diversified during the 1960s into other industries such as magazine publishing and broadcasting through horizontal integration. This horizontal integration has also allowed them to grow their monopoly of power within the magazine industry.
Conde Nast is a subsidary of what company?
Advance publications
what are Conde nast?
Conde nast are a large, global company that make a wide range of printed magazines other than Vogue (as of recent reports, they publish over 100 magazines worldwide in both digital and print editions) such as Allure, Glamour, Teen Vogue, and Vanity Fair- these magazines are not just found in the UK but also globally
what is one key way that Conde Nast have minimised risk and maximised profit and audiences results (Hesmondhalgh cultural industries) ?
through featuring celebrities on their front covers, and even had collaborations with famous artists who have guest edited the magazine, such as Andy Warhol who guest edited the front cover of the magazine by using his artwork. Royal family members have also appeared on the front cover such as Princess Diana, Princess Anne, and Catherine the duchess of Cambridge.
The royal family appearing on the front covers of Vogue connotes what?
adds an element of quality and exclusivity which has followed into the modern day, even now Vogue does celebrity and artists front covers which attracts national and international audiences. This also explains why the print circulation has not decreased as much as any other magazine- audiences like the idea of collecting exclusive front covers.
what are the brand values/mission statement of Vogue?
they aim to immerse themselves in fashion and think about what will happen next (the idea of innovation), they want to be thought-provoking, relevant and always influential and define the culture of Fashion. There are also some brand values which are associated with Vogue, which they have not explicitly listed but these can be identified through editorial choices and public positioning:
1. innovation: placing themselves in the fore-front of fashion and introducing new trends before they’ve hit the mainstream.
2. originality, exclusivity and quality
3. empowerment and representation
what is an example of Vogue being inclusive and representative?
after being bought by advance publications in 1959 they were encouraged into modernity, and subsequently were the first to feature model of colour on their front cover in the 1970s- it seems that they have always been the magazine market-leading brand
what are the unique selling points of Vogue?
They have been around for over 100 years and have created a reputation amongst audiences for quality and being at the forefront of the fashion world- audiences now rely on Vogue for inspiration and to show them the latest fashion trends and to set them before they become mainstream. Vogue even published their magazines during the first and second world war to boost morale.
originality and cutting edge
represent marginalised and underepresented groups in society. They have helped to promote feminism and mad women unapologetic for being themselves, even representing women of colour in a positive light
what can we tell from the revenue streams that conde nast has diversified into?
the alternative revenue streams are all about Vogue being ‘iconic’ and ‘dominant’ in the fashion industry e.g conde nast college of fashion and design, conde nast luxury conference and conde nast/vogue fashion fund
what is conde nast college of fashion and design?
Conde Nast have diversified into education, creating a college where budding fashion designers can learn their craft under the guise of ‘learning from the best’.
what is conde nast luxury conference?
an annual event that brings together influential leaders from the luxury and fashion industry to discuss the evolving landscape of the luxury business- audiences can attend workshops and talks held by luxury brands and designers
what is conde nast/vogue fashion fund?
a fund which gives financial support to new designers, Conde nast even turned this into a reality TV show with Amazon. This perpetuated the idea of Vogue being at the ‘forefront’ of Fashion and finding new talent before anyone else.
what happened throughout the 1960s and 1970s?
Conde Nast expanded even further globally, launching international versions, such as Italian, Spanish, Brazilian, German Vogue and so many more countries- as of March 2024, Vogue has 28 international editions.
what are the four different reasons that vogue’s print circulation has not declined?
- symbolic of status
- target audience
- visuals
- global editions
how has symbolism of status and target audience ensured that the print circulation of vogue has not decreased?
the affluent target audience may see the print magazine as a ‘cultural product’ and a ‘collectors item’ that indicates a status symbol. For some, having Vogue’s is as much about aesthetics and identity as it is about reading. The target audience of vogue is also generally affluent and is a higher-socio economic class, therefore they can afford to print a copy monthly.
how have visuals ensured that the print circulation has not decreased?
Fashion magazines such as Vogue can be seen as a glossy visual book, and digital versions cannot always replicate such a visual experience. Producing limited edition covers and featuring celebrities also make the product feel exclusive and collectible which encourages drive amongst collectors and enthusiasts.
