Luxury and upscale women's media brands magazines

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Luxury and upscale women's media brands magazines

  1. 1. LUXURY AND UPSCALE WOMEN’S MEDIA BRANDSBy Lagardere Global Advertising with Ipsos A-STUDY November 2012- BY LAGARDERE ADVERTISING Luxury and upscale women’s media brands
  2. 2. The purpose and influence of media throughout the luxury worldLuxury and upscale women’s media brands
  3. 3. THE POWER OF UPSCALE WOMEN’S MAGAZINES Women of the target group who read at least one upscale women’s magazine : (ELLE, Vogue, Marie Claire, Harpers Bazaar, InStyle) 87% 85% 98% Higher TOP 50% + Heavy buyers < 35 Yo 35-44 YoH3. Please indicate how often you read each of the following upscale women’s magazines (ELLE, Vogue, Marie Claire,Harper’s Bazaar, InStyle). Responses: at least 5 to 6 times a year for the weeklies and/or 1 to 2 times a year for the monthly. + Luxury and upscale women’s media brands
  4. 4. ”I NEED MY MAGAZINE IN ORDER TO DECIDE” Upscale women’s magazines have a strong influence on purchasers of luxury goods, especially in China (ELLE, Vogue, Marie Claire, Harpers Bazaar, InStyle) 67% 59% 96% Higher TOP 50% + Heavy buyers < 35 Yo 35-44 YoH6A. Would you say that reading the following upscale womens magazines influences your choices and your opinions onluxury goods? Could you list the top 2 of the most influent ones ?Base: all respondents. + Luxury and upscale women’s media brands
  5. 5. THE DIGITAL VERSIONS OF UPSCALE WOMEN’S MAGAZINES Luxury and upscale women’s media brands
  6. 6. HIGH VOLUME TRAFFIC TO UPSCALE MAGAZINES’ WEBSITES Women of the target group who use at least one upscale women’s magazine website : (ELLE, Vogue, Marie Claire, Harpers Bazaar, InStyle) 58% 48% 95% + < 35 Yo Heavy buyers + H9. Do you visit one of the following websites (Vogue, ELLE, Marie Claire, Harper’s Bazaar, InStyle) at least once a month? Base: All respondents Luxury and upscale women’s media brands
  7. 7. BUT AN INFLUENCE LESS IMPORTANT THAN MAGAZINES Influence of digital versions of upscale women’s magazines in the purchasing choices of luxury goods buyers (ELLE, Vogue, Marie Claire, Harpers Bazaar, InStyle) 48% 36% 94%H13. Would you say that the digital versions of each of the following upscale women’s magazines, websites or mobile apps,influence your choices and your opinions concerning luxury goods ?Base: all respondents + Luxury and upscale women’s media brands
  8. 8. ELLE AND VOGUE: INFLUENTIAL WORLDWIDE IN LUXURY The top 2 most influential upscale women’s brand worldwide (Magazine+digital version) (*ELLE, Vogue, Marie Claire, Harper’s Bazaar, InStyle)H6A. Would you say that reading the following upscale womens magazines or their digital versions influences your choicesand your opinions concerning luxury goods? Could you list the top 2 of the most influential ones ?Base: total respondants Luxury and upscale women’s media brands 12
  9. 9. KEY POINTS – THE PURPOSE AND INFLUENCE OF MEDIA THROUGHOUT THE LUXURY WORLD  Upscale women’s magazines and their digital versions are both powerful in the world of luxury, even more for heavy buyers  But magazines have a stronger influence on choices and opinions concerning luxury goods  Young women (-35 yrs) are even more sensible to the influence of upscale women’s magazines  Amongst these titles, the famous global brands, Elle and Vogue, still stand out from the crowd Luxury and upscale women’s media brands
  10. 10. Print and digital: competitors or allies?Luxury and upscale women’s media brands
  11. 11. LUXURY BUYERS: BI-MEDIA USERS Women of the target group who read upscale women’s magazine or/and their websites : (ELLE, Vogue, Marie Claire, Harpers Bazaar, InStyle) A mix of print & web 65% 56% 97%Exclusively print 34% 44% 3%Exclusively web 0.9% 0.5% 0.3% Base: readers or/and users of upscale women’s media brands (ELLE, Vogue, Marie Claire, Harper’s Bazaar, InStyle). + Luxury and upscale women’s media brands
  12. 12. STRENGHT OF MAGAZINES AND DIGITAL VERSIONS MAGAZINES: A SENSORY EXPERIENCE - DIGITAL: A PRACTICAL EXPERIENCE%More when reading an upscalemagazine or when using digital versions?: Print Web Print Web Print WebYou enjoy keeping up with luxury goods 55 18 42trends 49 24 27You like seeing different luxury adverts, they 22 51 16 41 30help you form an opinion about which trendsto follow 51You feel like you are part of the exclusive 28 21 28 44 57 43community of the brand 26 18 29You can dip into the world of luxury whenever you feel 47 52like it 44You make a note of luxury items that you will buy in 43 27 19 32the shop later 58 36You make a note of luxury items that you willbuy from the brands online shop 37 35 50 25 31 33You can compare and contrast luxury items 38 34 48 25 33 34You can discover new luxury brand products 43 26 54 19 36 32 H14. Which of the following statements best corresponds to you when reading an upscale women’s magazine? Base: All respondents + Luxury and upscale women’s media brands
  13. 13. PRINT AND DIGITAL: AN EFFECTIVE GLOBAL STRATEGY The advantage of the magazines is that you have the professionals’ advice, while on the internet you have lots of opinions but you have no way of knowing the credentials of the person that has written the comment. Fanny, 30 yrs, FR We might see something in a magazine, and then we’ll go online to see the whole range. Magazine is first, online is second. Tracey, 46 yrs, UK “The photos are bigger and prettier in magazines than on the internet… but the items are not as trendy, not always as up-to-date as on the websites”. Daniela, 39 yrs, GE “In the magazines I have the latest trends but I dont have all the additional information about the items. This I can find online”. Jana, 32 yrs, GE “When I see an advert in a magazine, I go on the website to find out more about the item and its prices. Online searching is bound to happen at some point.” Maria, 47 yrs, IT Luxury and upscale women’s media brands
  14. 14. THE POWER OF ADVERTISING Luxury and upscale women’s media brands
  15. 15. ADVERTISING IN UPSCALE WOMEN’S MAGAZINES: THE MOST ATTRACTIVE Adverts in upscale women’s magazines… Get your attention Top 1 Make luxury items Help you discover Make you want to go look good luxury brands shopping for luxury goods Top 2 Image Awareness Traffic “There are magnificent ad campaigns with gorgeous visuals.... Advertising really does make you dream… I prefer paper because with a single photo they manage to create something truly fantastic.” Emilie, 31 yrs, France P1. Let’s look more closely at luxury goods advertising. Please give us your opinion on each of the following sentences. More when seeing an advertising in an upscale magazine. Base: all respondents. + Luxury and upscale women’s media brands
  16. 16. ON AND OFF-LINE ADVERTISING: AN EFFECTIVE GLOBAL STRATEGY THE ADDITION OF DIGITAL ADVERTISING IMPROVES THE RESULT Help you stay informed about luxury brand’s news (n=2028) 12 44 16 28 (n=828) 17 40 11 32 (n=815) 2 48 29 22 Neither Both Adverts on upscale womens magazine websites and apps Adverts in upscale womens magazines P1. Lets look more closely at luxury goods advertising. Please give us your opinion on each of the following sentences. Base: All respondents Luxury and upscale women’s media brands
  17. 17. THE GLOBAL BRAND Luxury and upscale women’s media brands
  18. 18. A POWERFUL MEDIA BRAND % women of the target reading the magazine or using a digital version of the ELLE 77% 70% 95%E1. Now, lets talk about the "ELLE" brand in general, the magazine, the website and the mobile phone/tabletapp. Are you a reader of the magazine and/or a user of the digital version ? + Luxury and upscale women’s media brands
  19. 19. THE 360° ELLE BRAND: A WORLD-WIDE REFERENCE POINT Net Agree (n=2028) (n=828) (n=815) In % …inspires confidence 77 74 94 …is a reference point in the luxury world 72 79 93 …helps you make decisions about luxury goods 71 74 94 …inspires you and gives you ideas 71 74 90 …inspires you to dream 64 67 89 You feel attached to 63 58 87 + > 35 Yo + Heavy Buyers + 35-44 Yo E1. Now, lets talk about the "ELLE" brand in general, the magazine, the website and the mobile phone/tablet app. Would you say that…. Base: All respondents. Luxury and upscale women’s media brands
  20. 20. THE 360° BRAND: A WORLD-WIDE REFERENCE POINT “ELLE, a very modern magazine, with up-to-date ads. They are professional, they bring out more trendy clothing styles, jewellery styles”. Stephanie, 39 yrs, US “ELLE has the newest products, and mixes high-street brands with designer”. Frances, 42 yrs, UK “It gives good advice and there is information about many products. I tend to trust the products that they recommend and if I like it, I go and buy it… perfumes for example”. Roberta, 29 yrs, IT “About ELLE, I like the luxury brand ads and fashion articles. They have nice people on the cover to represent luxury brands. There are famous people that already endorse brands”. Melissa, 27 yrs, US Luxury and upscale women’s media brands
  21. 21. THE 360° BRAND: A WORLD-WIDE REFERENCE POINT “I often go on ELLE website, I can find additional information, detailed info about the products, other reportages about fashion, travel beauty which are not necessarily in the magazine. It is very clearly laid-out, the photos are very nice, luxurious, I like it very much.” Stefanie, 52 yrs, GE “ELLE website goes hand in hand with the magazine. I liked the subtitles and the dropdown menus. I find it complements the magazine because they show what goes on behind the scene at photo shoots…”. Melissa, 27 yrs, US “ELLE website has more photos, and videos. It couldn’t replace the magazine, it adds to it. It’s a continuation”. Margaret, 40 yrs, US Luxury and upscale women’s media brands
  22. 22. KEY POINTS – PRINT AND DIGITAL: COMPETITORS OR ALLIES Buyers of luxury goods are “bi-media”, they use a mixture of upscale women magazines and digital versions  The classic beauty of advertising in women’s magazines is a very successful way to get the attention of luxury clientèle…  …But the addition of digital advertising enhances the result of the campaign  The ELLE 360° brand is still a reference point for luxury clientèle world-wide Without a doubt, print and digital form a very effective combination Luxury and upscale women’s media brands 33

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