I think when restructuring Vogue, appealing to broader public might be the first step. Many people see reading or consuming media from Vogue as an activity for young to middle-aged women who are wealthier than the average person. To be short, Vogue seems unattainable and for those who are important enough to consume from the brands and lines. I think restructuring Vogue to where it is a luxury, but not unattainable for most people is what I would focus on. That means pushing it to more niche publics and selling copies in local bookstores or making online subscriptions more known to the public.
I want Vogue to expand into the world of sports and cover the connection of fashion to sports. Many professional athletes are stepping into the world of fashion now, and seeing Vogue be the first to jump on that impending collaboration would create several new publics for Vogue to cater to.
I think when it comes to the key message, I want it to convey that Vogue is for everyone. It should be seen as a mental vacation from school/work for its consumers. Vogue should be something that helps you cultivate and change your style.
For visual language, I will use the photographs and visual aids Vogue typically constructs to create a luxurious feeling for all consumers. This starts with using photography that practices the “less is more” mindset that makes readers and consumers want more of the content being processed.
The visuals will be image driven. Since Vogue is known for their fashion content, the imagery and visual content that Vogue uses for its magazine and web content help make the brand known as it is today.
The images and types need to exude luxury, but not unattainable. I want my consumers and readers to see reading and consuming Vogue as a treat.
The connotations they need to have are luxury, fashion and being inviting.
My competitive analysis information has impacted my strategy by knowing that their competitors have a more attainable feeling. While Vogue is associated with popular and expensive brands that mainly the über wealthy and celebrities wear, it’s still fun to look at the fashion looks and recreate them on a budget. Not only for fashion, but things that have to do with lifestyles.
