Brand Audit Vogue

From Social Gazette to a Superbrand 1
The Beginning 1
Milestones on Vogue’s path to success 2
People in Vogue 3
7 Women Vs. A Century 3
Artists 6
Photographers 6
External evaluation 7
Legal - US 7
Economic 7
Social 8
Technological 8
Environmental 8
Internal evaluation 14
Target consumers 14
Positioning 16
The brand of Vogue 17
Brand awareness 17
Brand Image 18
Kapferer’s model 19
Product and pricing Strategy 22
Distribution Strategy 23
Advertising Strategy 24
Social Media 24
PR, Events 25
7th on Sale 25
Unforgettable: Fashion of the Oscars 26
CFDA/Vogue Fashion Fund 26
Metropolitan Museum of Art’s New York Gala 27
Fashion’s Night Out 27
Teen Vogue FashionU
VH1/Vogue Fashion Awards 27
British Fashion Awards 27
British vogue designer fund 27
Placement 28
International Strategy 29
Status quo 30
Recommendations 32
Sources 34

Appendix I
Appendix II
Appendix III

From Social Gazette to a Superbrand
The Beginning
Vogue was established in December 1892 by Arthur Baldwin Turnure. His aim was to represent interests and lifestyles of the privileged class: “…its (Vogue’s) readers are gentlemen and gentlewomen and that to the requirement’s of this class its energies and resources shall conform.” (In Vogue 2006)
On 17th of December 1892 first issue of Vogue was released, including articles for women and men, reviews of books, drama, music, and art, and on top of that also lessons on etiquette and social manners. Vogue after that was a weekly social gazette with average number of pages around 30.
In 1909 Conde Montrose Nast bought Vogue with an ambitious goal: to turn it into a fabulous magazine of style and fashion culture anywhere, ever. (In Vogue 2006) The environment in the early 1900s created a new type of woman: female consumer, which would soon become the target of everyone.
In 1910, Conde Nast changed...