Vogue China’s New Media Project Integration Creative Director Xiong XIaoye recently introduced a new WeChat Mini Program called VogueMINI. This program includes the introduction of images and GIFs that feature celebrities, both local and international. This decision by Vogue only strengthened the current trend of international fashion brands that partner with WeChat and jump into online trade, including Cartier, Dior, and Longchamp.
This trend has derived a question on how to strive in the current publication industry, specifically on the intrinsic qualities that brands need to develop for their products.
Content is King
In today’s media industry, content has become an inseparable element to a brand’s success. The better the content that players could generate, the more potential it would have to strive in the competition.
Quality content parallels with immense profit.
WeChat, in this regard, has become one of the most effective media for advertising. This is mainly the very reason why international brands are racing to collaborate with the social media platform to expand their marketing potentials even further. This becomes an ideal target for international fashion brands, including Vogue Magazine, to draw profit from; through the creation of quality content and traffic generation.with the social media platform to expand their marketing potentials even further. This becomes an ideal target for international fashion brands, including Vogue Magazine, to draw profit from; through the creation of quality content and traffic generation.
Online Media Overcomes Printed Media
Vogue’s decision to start expanding to mobile shopping experience is not a complete nonsense. Today, online media indeed has overcome printed media due to the current trend of information flow and internet distribution channels. Customers would much prefer to do simple clicks on their smartphones rather than purchasing a magazine and reading pages of it. This is the very reason why Vogue migrates its content to online format.
This trend was represented by the case of Weekly Pictorial magazine. The editorial team at Weekly Pictorial has continuously created high quality content for years. However, due to the weakened internet distribution channels, the content encountered difficulties to get across the audience, no matter how good it is. This was shown by the 30.5% decline in the magazine’s advertising revenue throughout 2016.
Essence of the Transformation
It is important that the transforming fashion magazine brands determining their definitive target audience for the new mobile advertising campaign. A great example of a brand with excellent target marketing would be Chinese superELLE, which has clearly stated that their target audience is Chinese youth. This strongly indicates that the magazine brand aims to become the favorite of younger generation in China.
In order to effectively set up the target audience for the content created by the media team, it would be much easier to utilize social media platform. This is what Vogue China has already done, and this should be taken as an example for other fashion magazines that seek for glory in their online presence. One thing that they need to really understand; content creation should be made the very core of their advertising and promotional campaigns.
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