Select a blog or online magazine. https://www.vogue.

com

 Determine the target market of this blog/magazine

The Vogue magazine is intended for young women from 20 to 40 years, who are successful
and beautiful and who wants to be aware of all the novelties of fashion and beauty. Vogue
Magazine has adopted its target markets based on geo-demographic segmentation
indicating that those who are truly interested in fashion and beauty are most likely upper-
class women. However, editors attempted to maximize the target audience of the journal,
focusing on the fact that high fashion is accessible to all, not only for the elite. The contents
of Vogue don’t just deal with beauty and aesthetic concerns, but also addresses the topics
of contemporary art and social issues as they concern the specific target market of upper-
class women.

 Create a profile for this particular target segment

Aspirers:
Age 20 – 25, most of this target segment is still at university, works part time,
affectionate fashion followers and trendy, they usually are the fashion leaders in
their environment, they hope that one day they would be just like the young female
professionals in segment two (2).

Young Professional Female:

Age 25 – 35, earnings in the top 20% of the population, usually in the managerial
positions, have tertiary education or higher, affectionate fashion followers and
trendy and they are usually opinion leaders who try new things and being admired
by general female population for their achievements.

Trendy Middle-aged Women:

Age 35 – 45, usually belongs to higher end of the scale of the society most of them in
the managerial positions or housewife of top income households, usually had higher
or tertiary education, likes to look elegant, young and trendy, they are fashion
followers as well.

 Based on this profile, identify which segmentation variables are used to divide the
total market into smaller market segments (e.g., demographic, psychographic,
geographic, and behavioural)

Demographic:
  Age: 25-40 years old

 Gender: women (upper class)

 Income: high

 Psychographic: upper-class women who have high social status, holds mangerial
positions or interested in high-fashion and beauty trends

 Identify its positioning strategy

Vogue has used a positioning strategy based on quality or luxury - it offers customer value
through its high-quality product and prestigious brand image.

 Clearly state the bases used to position the blog/magazine

As can be observed, while creating the most modern, digital forms of content, Vogue did not
lose the essence of who they are. The Vogue brand mission has remained true and unaltered
since the first issue back in December of 1892, where following their success on newsstands
in New York USA, they brought it to London in 1916. It creates consistently shareable,
relevant content; always surprising and hooking their audience via social media, while
leading them back to the magazine itself. A perfect example of this is the celebrity interviews
in their magazine; typically long, detailed pieces. However, these pieces are now
accompanied by online micro-content, such as shareable Q&A videos, boosting awareness
and enticing their audience to buy it. Essentially, their online content is a catalyst for selling
magazines.

Looking back at past issues of Vogue, it can be seen there have been very few changes in the
publications format and layout. For every decade that Vogue has marked so far, there is slight
evolving changes to the front cover as reactions to the trends of the time. Vogue have
managed to stay current and attract readers that fall within their target market; 25-40 years
old, luxury consumers who are influential in opinion and who wish to establish themselves as
leaders within career field. Considered the ‘fashion bible’, Vogue aim to target an audience
who have the purchasing means to buy the products mentioned, thus making it a gold mine
for brands wishing to advertise within. Vogue has differentiated itself by staying true to their
audience and focusing on what they want to achieve as a thought-provoking, reliable, and
good-quality editorials and distinctive photographs of the most famous celebrities. As a
result, Vogue has enjoyed international success, with both standard and special editions
published around the globe. One of the world’s most prominent fashion magazines, it has
heavily influenced the development of the fashion magazine industry and continues to shape
modern fashion trends.

o answer increasingly diverse customer demands and accommodate

expanding markets, Vogue has worked hard towards publishing
editions in 18 countries around the world. These various
editions are written in the target geo-demographic native
language of each target region. Vogue has also diversified
magazine content in new editions aimed at emerging segments of
the market via publications such as Teen Vogue, Vogue
Living, and Vogue Entertainment + Travel. Furthermore, each
country’s respective Vogue office continues to establish even
more target market specific editions of Vogue within those
various countries, that cater to the unique needs and demands
of their own even more region specific local domestic consumer
types. This ensures that Vogue Magazine reaches more and more
readers in countless market niches the world over as market
researchers continue to better understand the millions of
potential customers waiting out there, along their varied and
uniquely diverse consumer needs.