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Executive Summary
Current Positioning
Internal Analysis
Key Takeaways
Target Audience
Competitor Analysis
Perceptual Map
Marketing Objectives
Marketing Strategies
Creative Concept
Outlook
Conclusion
References
Appendix

Executive
Summary
Competitor
Analysis
Current
Positioning
Internal
Analysis
Marketing
Strategies
Marketing
Objectives
Conclusion

Executive Summary
This report provides an analysis and strategic plan to generate
readership for The Gentleman’s Journal, specifically focusing on
the men’s luxury clothing industry.
The Gentleman’s Journal is a new force within the men’s
magazine industry. Releasing it’s first issue just over three years
ago, the online site has expanded rapidly with readers from over
135 countries. Print editions are released four times a year with a
current circulation of 50,000 units per issue (“Media Kit 2016”
2015). Operating under the tagline “The men’s luxury lifestyle
magazine for those who know,” The Gentleman’s Journal is
actively separating itself as niche alternative to competitors with a
wider target audience. The idea is quality over quantity, which
extends to a wide variety of industries.
Analysis into the men’s clothing industry shows that the sector
has consistently outpaced women’s wear over the past five years
in the United Kingdom, and is expected to continue this trend
(Wang, 2014). According to Mintel, a market research firm, from
2009 through 2013 men’s fashion in the UK market grew by 18%
and was estimated to be worth £12.9 billion as of 2014. This
number is expected to reach £16.4 billion by 2018 (Marriott,
2014).
The trends are promising in the United States as well, with men’s
wear valued at over $60 billions in 2013 after growing by 5% and
also outpacing women’s apparel sales (Wang, 2014). These
trends suggest that collaborations with men’s fashion brands will
certainly benefit The Gentleman’s Journal and allow for further
penetration into a growth sector.
Research on The Gentleman’s Journal’s past forays into the men’s
clothing market has proved seemingly successful, simply on the
basis of their past and existing array of ad hoc advertisers from
brands such as Holland & Holland, Aquascutum and Gieves &
Hawkes (“Media Kit 2016” 2015). However, after further
investigation, it can be concluded that the area has much more
potential.
To exploit this, relationships with authorities in the fashion industry
must be cultivated, specifically through editorial collaborations on
The Gentleman’s Journal website and the print editions. Bringing
in well-known fashion bloggers to create unique content will push
the magazine into the spotlight and give them credibility in the
industry. With these changes, a 20% growth potential from online
readership over the next 6 months is projected and a 30% surge
is achievable for unique fashion-related content visits. As these
relationships grow, events will need to be held in tandem with
major fashion occasions. Potentially eight new advertisers are
planned through cold acquisitions over a year’s time while post-
event advertisers are expected to increase by 10. These
showcases will position The Gentleman’s Journal in the men’s
clothing industry as a source of legitimate fashion content and
allow the magazine to utilise new contacts formed to reach
potential advertisers as well as new audience bases.

Current Positioning
The Gentleman’s Journal is a quarterly men’s magazine based in
London, United Kingdom. The publication covers a variety of
luxury industries with a moderate portion of the magazine
focused on men’s style. The Gentleman’s Journal places itself as
a reference for gentleman who appreciate sophisticated and up-
to-the-minute fashion advice and recommendations. The
periodical offers an insider’s guide on how to dress in order to be
a perfect gentleman.
Up until now The Gentleman’s Journal has focused its articles
primarily on tips and advice regarding trending styles. A few
examples of these include: who is the best dressed, the essential
items for each season and trending brands every gentleman
should keep an eye on. The key element resonating through the
articles, and the brand itself, is a timeless respect for quality and
craftsmanship.
The Gentleman’s Journal aims to target fashion conscious men
who are interested in being knowledgeable on fashion trends,
both classic and modern. These gentlemen have a speciﬁc style,
a perfect blend between the classic British tailored suit and
dashing high fashion ensembles. With this in mind, the
magazine’s goal is to showcase the best of the best in men’s
fashion.
The Gentleman’s Journal endorses premium brands such as
Loropiana, Lavin, Burberry and many others. And, should one be
so inclined, a simple click allows the customer to buy items
directly from the award-winning afﬁliate e-commerce site Mr.
Porter.
Demand
Strengths Competition

Internal Analysis
Strengths
• Clear audience segmentation targeting refined
gentlemen who appreciate the finer things in life
• Allows for discovery & purchase of elite local
and international fashion brands
• Easily navigable online site with original content
and style information
• High-quality readership with high disposable
income and influence
Weaknesses
• Due to the wide variety of content, fashion is not
given enough attention
• Not all brands that fit the target audience are
advertised through website
• No collaborations with influential social media
players (bloggers, professional Instagram
personalities)
Opportunities
• Collaboration with specific brands in order to
raise awareness and enrich the fashion
component of the magazine
• Leverage the niche reputation of the magazine
through specific events to target fashion-
conscious customers
• Target the US market in order to increase
market share internationally
• Strong growth in the men’s fashion industry
opens up a potentially untapped customer base
Threats
• Lack of budget and funding could keep certain
brands from collaboration with The Gentleman’s
Journal
• Competitors have first-mover advantages such
as established brand recall among a larger
market share
• Unreliable payment instalments by advertisers
could threaten the sustenance monthly
operations
SWOT Analysis

Key Takeaways
Conducting a SWOT analysis, specifically looking at the
magazines’ efforts in the fashion segment (currently called style
section), is a vital part in understanding what internal resources
are available to pursue opportunities and avert threats.
The men’s fashion industry is rapidly growing, even outpacing
parts of the female fashion industry in the UK (Business of
Fashion 2014). Dunhill, among others, recently announced to
heavily invest into the fashion part of their business. Highlighting
the magazines clear customer understanding and
consequential efficient targeting capabilities will be beneficial in
gaining a share of said investments, which inherently will partly
be allocated to advertising.
The site has original content and style information. The
magazine embodies the trend of men spending more time
looking into subjects previously dominated by a female
following, such as fashion and grooming. This is a global trend.
As can be seen by online readership demographics, the
journals content appeals to an international audience, indicating
that the business has strong opportunities to publish an
international or regional (e.g., US) version of the magazine to
broaden their market reach.
Statistics from the assumed strong referral quality of the site
(e.g., referral to Mr. Porter) can be used to highlight the
effectiveness of possible advertising on the site as well as in the
hard-copy.
This will help in securing new partnerships with brands and
represents an opportunity for collaborations. There are still many
brands epitomising the businesses core values, that have not
been attracted.
While The Gentleman’s Journal does feature style-content, the
content focusing on fashion as an industry as well as an art is
minimal. Editorial content featuring curated specialty pieces
should be increased to represent the extensive growth of this
industry. From this weakness opportunities for collaborations
with relevant bloggers arise. Not only will this help with the
magazines overall struggle to find good editors, it also
represents an opportunity to grow readership from co-creation.
The next weakness is that not all possible brands that interest
target audience is presented in the journal.
The financial situation of the magazine poses a monthly
occurring threat, making it difficult to strategically plan months
ahead. This could also hinder potential advertisers as well as
partners and suppliers for events from committing to long-term
contracts. Subsequently, the business could face a spiral of
advertisers demanding higher security, not wanting to commit
long-term, leading to potential cash shortages for the journal.
In conclusion, The Gentleman’s Journal has weaknesses that
are resolvable in a reasonable time span. It needs to utilise its
core strength, its quality readership, to convince brands of their
effectiveness in marketing to individuals with high disposable
incomes. Building upon their strengths and with these
actualising their opportunities can in the long-term lead to a
healthier financial situation.

Target Audience
‘The GJ Man’
Name: Edward Mandeville
Gender: Male
Age: 35
Nationality: British
Residence: Kensington
Profession: Self-employed Financial Consultant
Salary: £150,000 p/a (after tax)
Marital Status: Single
Education: Elite boarding schools and Oxford
IDENTIFIERS
The GJ Man lives the “time is money” motto. He is relentless in everything he does both on his professional career as well as his personal
lifestyles. Therefore, he is a dynamic person always out experiencing the best of London nightlife. He appreciates the ﬁnest things in life.
He has expensive taste but understands that intelligent spending power is key.
HOBBIES
The GJ Man has many hobbies including but not limited to, golﬁng, Formula One racing, shooting and yachting. He can be considered a
global jet setter. He appreciates luxury and doesn’t mind showing off a bit of his lifestyle by posting his latest adventures on his Instagram
feed. He loves to travel and have fun with his clique, from the beaches of St. Tropez popping Cristal to heli-skiing in the Swiss Alps. He is
extremely fashion conscious and he can be labelled as the perfect “Yummy” (young urban male). He is a welcome customer in the
swankiest boutiques in London and, as every gentleman should, knows the perfect shops in which to order his tailor-made suits.
He reads The Gentleman’s Journal because he loves to see his own lifestyle portrayed in a magazine as well as to be updated on the
latest luxury trends.

Competitor Analysis
First men’s fashion magazines were analysed by comparing their
web presences. Magazines deemed similar to The Gentleman’s
Journal were then further analysed, bearing in mind the
respective target audience. Parameters such as age, average
household income per month, single (in percentage), married/
living as a couple, and others provided a basis for comparison
(See Appendix 1). From this it became clear that Esquire, The
Rake, squaremile and GQ are direct competitors.
The analysis of the competitors helped in understanding the
positioning of The Gentleman’s Journal among others. The
magazine focuses on ambitious, educated and elegant men, who
prefer to wear classical clothes but do show interest in the latest
trends. The magazines’ price sits between those of competitors.
Content is made available online. Direct referral links facilitate
shopping for presented content, which is a great feature that
separates the magazine from competitors. The magazine is
popular in London and can be easily found in the centre of the
city, in shops (Selfridges) or at airports. A successful man will find
in the magazine content which might be of interest to him
(watches, real estate, trends, style).
The magazine has established itself as a prestigious brand, to
whose events influential and well-situated Londoners flock to
regularly. The magazine is quite popular in social networks and
has many followers.

Perceptual Map
Fashion Style Focus
The perception map has four indicators: classical and
modern, exclusive and across-the-board. These features will
help in evaluating the respective fashion content, rather than
the entire magazine.
From the map we can see that The Gentleman’s Journal
belongs to the group of exclusive and classical magazines.
It goes without saying, that classical brands are represented
in the magazine, though some of them are tinged with
modern style. As is observed from the perceptual map, the
main competitor of The Gentleman’s Journal is The Rake as
it scores similarly on the analysed features. However, The
Rake highlights more traditional style and offers primarily
men’s bespoke suits along with supplementary accessories,
all of elite quality and luxurious style.
As for Esquire and GQ, they belong to roughly the same
modern and across-the-board group. Many brands
advertised in those magazines are readily available to the
average consumer. GQ and Esquire are sold worldwide and
publish magazines tailored to speciﬁc countries. The last
competitor, squaremile also displays exclusive fashion but
they are designed mostly for those who are actively keeping
up with the newest and forward-thinking trends.
Classic
Modern
Across-the-board Exclusive

From conducting both an internal as well as an external
situational analysis, it becomes clear that expanding the
magazines fashion-related efforts will allow growth of readership
as well as partnerships with relevant brands. The following
marketing objectives should therefore be pursued:
Target Market Objectives
In order to increase awareness with fashion-conscious
individuals, the magazine will have to increase its influencer
outreach. Five relevant male fashion bloggers should be
acquired as contributors, predominantly focusing on creating
online content. They should represent a mix of both UK-based as
well as international authors. A weekly guest column like this will
directly target a deeply engaged audience and drive traffic from
respective blogs to the site. Return of this should be measured
with respective click-through rates and time spent per visit.
Unique visitors to fashion-related articles need to be measured in
order to measure reach with fashion-conscious individuals and
test relevance of the content with this audience.
The objective is to increase online readership by 20% within six
months. Hard-copy readership will be increased by 10% within
six months. Unique visits to fashion-related content will be
increased by 30%.
Channel Objectives
The businesses revenue relies heavily on advertisement sales.
Thus increasing awareness as well as credibility with fashion-
related brands manifests a growth opportunity. Additionally, new
partnerships for holding exclusive events need to be established.
Holding such events increases awareness with brands as well as
readership. The target is therefore to hold quarterly fashion-
related events, each sponsored by three to five newly connected
brands as well as existing partners. A conversion rate of 80% for
event sponsors subsequently advertising in the magazine will be
aimed for.
Assuming that currently 40 full pages are filled with
advertisement per issue and 20% of these are fashion-related,
the objective is to increase the number of new fashion advertisers
by 25% to fill two additional pages per issue with advertisement
by newly acquired fashion brands.
Promotional Objectives
The objective of all promotional efforts is to raise awareness of
The Gentleman’s Journal as a force to be reckoned with in the
fashion industry. Financially, the business is not yet at a stage
where large-scale survey conducting to test awareness and
recall of the brand is a viable option. Thus, rather than measuring
awareness, the magazine will have to measure increase in traffic
to the website as well as increase in single-time and
subscription-based purchases of the hard-copy. Hence, the
same objectives as above apply.

Objective Online
readership
Hard-copy
readership UK
Unique visits to
fashion-related
content
Event
sponsors
Advertisers
(post-event)
Advertisers
(cold acquisition)
Increase 20% 10% 30% 12 10 New 8 New
Timeframe 6 months 6 months 6 months 1 year 1 year 1 year

The following section will give an overview of the activities
planned in order to achieve the afore mentioned marketing
objectives. Product, promotion and placement will be discussed.
Pricing is only relevant for the special issue magazine and will
therefore only be discussed brieﬂy.
Product
The aim is to grow The Gentleman’s Journal’s activities in the
fashion industry and establish the brand as a well-known
information source of curated, sophisticated men’s apparel.
Classic gentlemen and fashion aﬁcionados alike will look to the
magazine for guidance and source inspiration from its articles.
While the hard-copy issues will offer slightly more classic choices
targeted mainly at the over 40 readership group, the online
content will be complemented by content presenting more
eclectic pieces, thereby catering to the slightly younger online
audience (Yummy segment).
P
P P
P

Promotion
The roll-out event as described in more detail in the short-term
goal section will establish the magazine as a force to be
reckoned with in the fashion industry. Hosted in the context of the
London Collection Men’s fashion show, it will see inﬂuential
guests presented with the latest trends in fashion. Pieces shown
will be curated by The Gentleman’s Journal editors as well as
leading men’s fashion bloggers. The bloggers as well as the
journal itself will publish content related to the event afterwards to
showcase the magazines premium standing in the industry and
gain new readership.
A limited edition look book will be made available to guests.
Collaborating with bloggers, both from the UK and abroad will
raise awareness with fashion-conscious readers and widen the
magazines’ reach. The event will be the starting shot for weekly
guest columns, written by the bloggers. This will help to retaining
interested readers beyond the event. If successful, the event will
be repeated at the Collection show in NYC, just in time for the US
rollout of the magazine. (Timeline of events in appendix, Exhibit
3).
Placement
Part one of the strategy, the event, will be held at a private
members’ club. This will highlight the exclusiveness of the event
as well as retaining the magazines reputation for astonishing
events, bringing together some of the most inﬂuential Londoners.
The limited edition look book will only be available at the event.
Selected information about the event, as well as reports by
attending bloggers will later be published online. Instagram will
be used to send out sneak-previews during the event itself.
Part two of the strategy will be the launch of weekly guest posts,
featuring insight into the fashion industry, curated pieces about
heritage brands and seasonal guides to must-have items. This
content will be available exclusively online. The magazine will
feature high-fashion editorials highlighting the respective
season’s key trends.
Pricing
The limited edition look book will be given free to guests
attending the event.

Creative Concept
Event Concept
Using an exclusive, central location like the Royal Automobile
Club ensures that the event will be seen as an important addition
to the week’s diary. The location itself is close to both fashion
show venues so as to allow a convenient distance for the
designers and their models.
The event will showcase the best of British men’s fashion. With
200 invitations sent out and each recipient allowed to bring a
plus one, this occasion will provide a unique opportunity for The
Gentleman’s Journal beneﬁciaries to rub shoulders with the
authorities in the London-based men’s fashion world. The night
will consist of a showcase from various brands already involved
with the London Collections weekend but in a more relaxed
setting; models will use the room as their runway, walking and
posing between the guests in order to bring the fashion right up
close and personal to potential investors and admirers.
In order to keep the buzz surrounding the soirée and The
Gentleman’s Journal alive, an exclusive look book highlighting
the fashion designers as well as several curated pieces from in-
house writers and guest fashion bloggers will be distributed to
each guest. This tangible good, along with an online edition to be
published after the fashion show closes the following weekend,
will set the magazine apart from competition as well as directly
increasing brand awareness and readership.
London Collections Men Fashion Show AW16
Look Book Concept Example

Creative Concept
The Gentleman’s Journal Fashion Night
• Date: Wednesday 6 January 2016
• Time: 19:00 –Late
• Location: The Royal Automobile Club
• 89 Pall Mall, London SW1Y5HS
• Private Invitation Only, Guests allowed to bring a plus one
• RSVP required and ticket must be presented upon arrival
Guest List
• Loyal subscribers of The Gentleman’s Journal
• Current and potential investors
• List to be acquired through Rocca Media Agency
• Respected fashion bloggers
• David Evans, Grey Fox
• Matthew Zorpas, Gentleman Blogger
• Jonathan Daniel Pryce, GarconJon
• Scott Schuman, The Sartorialist
• Jim Chapman, jimchapman.co.uk
• Etc..
• Media/Press
• Craig Landale, editor of Menswear Style
• Anthony McGrath, author of Clothes Make the Man
• Other respectable news outlets
• A number of tickets will be distributed to the attending
designers so that they may invite their own loyal customers or
inﬂuential contacts
Sponsors/Suppliers
• Johnny Walker Blue Label
• Floris
• Explore list of company contacts for other potentials
opportunities to coordinate cross-industry sponsors
Participating Fashion Designers/Advertisers
• Private White V.C.
• Aquascutum Men’s
• Hardy Amies
• Chester Barrie
• Duchamp
• Alexander McQueen
• Dunhill
• Gieves & Hawkes
• Paul Smith
Google MapsPhoto Credit: Carroll Maryland Trust Case

Outlook
After the success of the London Collections Men fashion show
event, The Gentleman’s Journal will acquire the readership and
viral popularity it requires to step into the international market,
allowing for a tailored magazine based on the high fashion scene
in New York City. After an analysis of the industry, The
Gentleman’s Journal’s biggest New York-based competitors are
FashionBeans, V-MAN and Details.
Competitors
FashionBeans is a website about lifestyle, fashion, grooming and
street style. FashionBeans targets male from age 16 – 40 that are
interested in fashion and the lifestyle, they have readers worldwide
but London and NY bring in most of their readers. FashionBeans have
a wide range of fashion selection and look at street style in New York
City. Their biggest weakness is that they are only online and focus on
cheaper styles. (FashionBeans, 2015)
V-MAN is magazine that is online and on print, they focus on fashion
and everything that follows, art, music, ﬁlm and architecture. V-MAN
targets people that are focus on high fashion, artist and people that
are interested in men´s fashion weeks. V-MAN link fashion together
with Hollywood, their biggest weakness is that they don’t have lifestyle
or street fashion in their content (V Magazine, 2015).
Details is a magazine online and in print that looks at style, health,
art, design and entertainment. Details focus on lifestyle and guiding
people what to do, wear, say, buy and give (Details, 2015).

Outlook
Blue Ocean Strategy
To get into the NY scene The Gentleman’s Journal will
host their signature event to coincide with New York
Men’s Fashion Week in July. Brands that ﬁt the
magazine’s style and will show at NYMFW are Tommy
Hilﬁger, Thom Browne, Nick Graham, J. Lindeberg,
Hickey Freeman and N. Hollywood (CFDA, N/A).
Exclusive contacts will undoubtedly be in attendance.
Bloggers such as Fashion Guy NY and Style Society Guy
would get an invite and hopefully create a buzz around
the event and The Gentleman´s Journal it self online.
The Fashion Guy NY is well known name in the fashion
industry, he focuses on high fashion and luxury brands.
The Fashion Guy is an insider on fashion news and
events. Style Society Guy is more about street style in
New York and blogs about all aspect of art (Style Society
Guy, 2015 and The Fashion Guy NY, 2015).
The Gentleman’s Journal look book will be tailored to the
fashion style of gentlemen’s fashion in New York, while
the website will remain the same, combining the styles of
men’s fashion from New York and London.
Blue Ocean Strategy Diagram Key:
Print: Online Only (1) vs. Print & Online (6)
High Fashion: Major brands that are shown at fashion weeks
London Style: Keeping in line with the fashion sense of a London gentlemen.
Exclusive: Presence of exclusive brands vs. bargain brands

Conclusion
It must be identiﬁed that The Gentleman’s Journal is certainly in a
market for growth, having seen a 40% increase in units
distributed and over 600,000 unique online users per month
throughout 2015 (“Media Kit 2016” 2015). Consumers are
certainly interested and word of mouth is spreading through
various channels, but by pushing forward in a global expanding
industry like men’s clothing, the magazine will be able to utilise
this momentum to create even more market share, leaving
international yet stagnant competitors behind.
The men’s clothing industry is a major player in the United
Kingdom but even more-so internationally. With the men’s fashion
sector overtaking women’s apparel for the past ﬁve years and
looking to continue the trend, this suggests that more
relationships between The Gentleman’s Journal and fashion
brands presents potentially golden opportunities (Wang, 2014).
In order to action these ideas, professional fashion bloggers will
need to create thought-provoking and creative content for the
magazine’s online and print publications. These collaborations as
well as those among fashion brands through exclusive events will
allow The Gentleman’s Journal the access to a huge potential
customer and advertising base.

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Wang, L. (2014) No Signs of Slowing in the Global Menswear Market. [Online] Available from: http://www.londoncollections.co.uk/event/1432/The-Rake-Magazine-hosts-a-cocktail-
party-to-celebrate-LCM [Accessed: 7 December 2015]
Wunderstruk. (2015) logo for the The Gentleman´s Journal. www.google/image [Online Image] Available from: http://www.wunderstruk.com/2015/3/9/article/A-Gentleman's-Essentials/
sidebar-img2.jpg [Accessed: 7 December 2015]

Appendix
Exhibit 1:
Comparison of Target Audience
Magazine GQ Esquire GJ Candid The Rake Another Man squaremile
Age 20-34 25-45 28-50 22-32 33-55 25-40 25-45
Average Household
Income per month
£147,450 £178,800 £200,000 ~ £55,000 £180,000 £105,000 £150,000
Single 35% 53% 60% 85% 28% 25% 28%
Married/Live-In
Partner
65% 47% 40% 15% 72% 75% 72%
Target Audience
Persona
Their reader wants
learn and improve his
s k i l l s . H e h a s
developed a system
of values which is
consistent with his
i n t e r e s t s a n d
inclinations
E d u c a t e d ,
i n t e l l i g e n t ,
a m b i t i o u s a n d
a d v e n t u r o u s
British men
C o n f i d e n t ,
e m o t i o n a l ,
intelligent, and
a m b i t i o u s
gentlemen
Young, fashion
conscious
Sophisticated
and elegant men
who desire to
keep up with the
latest fashions.
Enjoy the finer
things in life.
T h e m o d e r n
voice of classical
elegance
Creative young
men with non-
standard views
on fashion
S u c c e s s f u l
senior executives
w o r k i n g i n
financial service
industries based
i n C e n t r a l
London, Mayfair
a n d C a n a r y
Wharf

Appendix
Exhibit 2:
Competition Analysis

Appendix
Exhibit 3:
Timeline of creative concept strategies
Acquire bloggers
for weekly column
Measure fashion
curated weekly column
(CTR, Bounce Rate)
Continuous
London Event
Coordinate
London event
(Advertisers, Venue, etc..)
NYMFW Event
NYMFW Event
Coordination
Track fashion events
for possible collaborations
(Continuous)
Measure fashion-related feedback
through social media shares
(Continuous)
Create & publish
look book for event
distribution
Dec ‘15 Jan ‘16 Feb’16 Mar’16 Apr’16 May’16 Jun’16 Jul’16 Aug’16 Sep’16 Future
Create & publish
look book for event
distribution
Track success of London event
to build momentum for
future UK events &
prepare for NYMFW

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