COMPARISION – NATIONAL VS INTERNATIONAL VOGUE ISSUE

National InternationalDevelopment Vogue was launched in India in

2007, comparatively much later thus still developing and building media coverage in terms of brands

First issue of Vogue was published in USA in 1892, resulting it to be

much developed, having predominance on brands

Reach As Indian consumers are still getting acquainted towards branded

products , although its need is increasing day by day, still it

doesn’t cover and reaches larger population

At international front considering countries like USA, UK, consumers are well aware about the brands and

are brand conscious, being use to luxurious life style thus interested in

being aware about new and upcoming products , resulting in

covering larger populationReadership In India – Around 3,00,000 In UK-13,98,000

In USA- 14,29,336Art and Culture As India is rich in its art and

cultural heritage, thus the story lines, branding of products , color schemes, theme of the magazine

varies suiting the Indian audience, For instance : Featuring of Indian

jewelry and traditional wear (Bridal week , Indian designers covering their designs – Manish

Malhotra)

At International front, with different countries it varies, for instance

Advertisements in the French vogue concerned with representations of

the local were very much focused on clichéd icons of Paris. Histoires de

L’Eau d’Issey has the perfume bottle substituting the heel of a stiletto shoe and posing as the tower in a model of the Tour Eiffel, similarly British

Vogue focuses on clichéd Britishness , The return to fashion of

floral decoration (long associated with a romanticized ideal of

countryside England) brings back the “English Roses” and “petal

power”. The Vogue Living section features London-based French stylist Florence Nicaise “telling Chloe Fox

about hosting dinner parties with Parisian panache”.

Expression In India behind every theme and story a due consideration is giving

to Indian audience and some essence of culture , value and

conservatism reflects in the story , article and category of brands promoted and how they are

promoted , For instance Indian

Expression in terms of thought behind the entire theme of the

magazine, ideology behind every story covered, creativity and

innovativeness in terms of colors , products and its promotion through models is much more advance and bold, For instance Vogue USA, had

models wouldn’t be featured and very bold and skimpy outfits

a “Sexual pursuit” , covering model wearing sexually appealing outfits of a particular brand, going naked for

perfume Ads etc , there’s some essence of freedom and boldness

portrayedBranding Its adopting International It’s very aggressive at International

front and due importance is given in creating a value for its customers

and to make sure every edition lasts in the minds of readers

Revenue As mentioned above Vogue India’s got comparatively lesser dominance

over brands , thus the ads space sold to the brands or service providers would be less and

revenue generated per issue would be low comparatively(more

national brands than international luxury brands), but when

representing itself at National Level it is ranked 1st and generates half

the revenues in India in this business

On an international level , Vogue UK or Vogue USA have major

dominance on brands, and it was quoted that only one of the

September issue generated around 92 million – Signature9, so revenue generated at international level are

way higher compared to India

CONCLUSION

Based on the key findings and conducted research we conclude that it gave us a brief information about the magazines scenario in general and about Vogue.

It helped us in researching and understanding based on an in-depth study from history to development and gradual changes in the format, conceptualization and mode of marketing of magazines, specifically Vogue and how it resulted in the growing need in terms of readership and purpose of branding with changing markets and increasing growth and development in retail sector covering fashion and lifestyle products. 

The current position of the project gave us a roadmap towards future development and survey of the topic i.e. study of development of vogue and its different issues also covering a broader perspective in terms of understanding the consumer behavior and future growth of fashion magazines as an important medium of promotion and marketing.

It will also help us in learning the international view on development of a Vogue issue and getting known to their terminologies and method of working behind every issue from top to bottom to differentiate and in finding out the changes required to me made at National front.