2. My idea
◦ My idea is to create a Woman’s Fashion Magazine.
◦ The style I will focus on is African Fashion.
3. Target Audience
◦ My target audience are young females aged 16 to 21 years old. However, I am also expecting an
older audience to purchase my magazine since I will include contents suitable for their age
range. The style in my magazine might also appeal to them.
◦ The reason why I have chosen an younger target audience for this magazine is because I feel
that it is at this age that a bigger sense and passion for fashion starts developing in girls
specially.
4. Secondary Research
◦ For my secondary research I analysed 3 different magazines. These were: Glamour,
Cosmopolitan and InStyle UK.
◦ I paid close attention to the ABC figures. This way I could dictate who my competitors are. I
found this data using the mediaweek.co.uk website.
◦ I then decided that my competitors were Glamour, Cosmopolitan and Look magazines since
they had the biggest Readership.
Magazine Readership Growth
(year on year)
Glamour 400,270 -2.5
Cosmopolitan 252,231 -9.6
Look 153,007 -17.8
Elle UK 159,292 -4.4
InStyle UK 149,894 3.6
Stylist 433,482 1.0%
5. Prices
◦ I also looked at the prices since this is also a very important detail to every magazine.
◦ While analysing the prices I noticed that the Elle UK magazine was the most expensive one. The
Cosmopolitan magazine which is the second magazine with the higher readership results is
being sold for only £1.
◦ I concluded that the lower the price of the magazine is the more people will want to buy it.
◦ However I thought that £1 was a little too cheap for my new woman’s fashion magazine and
that maybe the audience will doubt the quality of my magazine. Therefore the price I chose for
my magazine is £3.
Magazine Prices
Glamour £2
Cosmopolitan £1
Look £2.25
Elle UK £4.10
InStyle UK £3.99
Stylist Free
6.
7.
8. Primary Research
◦ For my primary research, I decided I would analyse 3 magazines. I ended up choosing Glamour,
Cosmopolitan and InStyle UK magazine.
◦ I didn’t choose Look or Elle UK that were the 3rd and the 4th magazines with biggest readership
in my previous table. And this is because, I thought that the InStyle Magazine looked similar to
the magazine I was planning to create. Another reason to why I chose to analyse this magazine
as well is because I wanted to compare InStyle to Glamour and Cosmopolitan to find why the
magazine had a lower readership but then a bigger Growth in readership during this year.
9. ◦ I created a small questionnaire and asked people to
tick the name they preferred fro a Woman’s African
Fashion Magazine
◦ Impulse and Exquisite received more results.
I ended choosing Exquisite.
10. Title of Magazine
◦ Exquisite
◦ I chose this name because of its meaning. My magazine is not just for people of African Origin
but also for people from other ethnicities. Therefore I think that Exquisite would be the perfect
name.
◦ It means: extremely beautiful and delicate and also someone who is affectedly concerned with
his/her clothes and appearance. (as seen on Google.co.uk)
12. Ideal Reader Profile
◦ Name: Daniela Olateru
◦ Age: 18
◦ Student, currently at University studying Arts.
Daniela was born to a Nigerian family in London, England. She is a Fashion lover. Her style is street style. She has a
very daring and trendy choice of style. Her inspiration is Solange Knowles. She is interested in traditional African
printings and she has done a lot of projects in her course.
Daniela is living with her parents but is currently saving some money as she is planning to rent a small apartment that
she could share with her friends. She works part-time in Zara. She visits the gym twice a week and goes out with her
friends every Saturday evening. All these details show that she has a budget on what she is able to spend.
She generally goes for fast fashion which means our clothe prices would appeal to her needs as a student. Daniela
does not own a car yet; she travels to University from home by train which is an hour journey. She has modelled for
her friends fashion line as part of her university course, but does not wish to pursue with a career in modelling. She
would rather be a fashion designer which is what she is studying for.
13. My Cover Story
◦ My cover story will be called: New African Woman
◦ In my cover story, I will interview a fashion designer called Tosin O.
◦ She is a young Fashion designer from London.
◦ In the interview she talks about what is needed to be confident.
14. Interview Questions
◦ Tell us about your style?
◦ Who’s your inspiration?
◦ What tips would you give to all the young black women out there, on how to boost their
confidence?
◦ You are really confident about yourself. How do you handle the stress while working in the
demanding Fashion Industry?
◦ You are a fashion designer. So do you create your own clothes?
◦ How do you manage to do well in both education and fashion?
◦ Where do you think you will be in the Fashion Industry, in the next 5 years?
These are some of the main questions I am planning to ask Tosin O. during the interview:
15. Summary
◦ I have decided that my magazine will be called Exquisite
◦ Exquisite will be a Woman’s Fashion Magazine
◦ The focus will be African Style/Fashion
◦ The cost for my magazine will be £2.99
◦ Exquisite will be a monthly magazine
◦ My cover story will be an interview with a new Fashion Designer from London called Tosin O.
However this is not definite as I might do some changes.
