Architectural Digest’s May cover
Cartier, Hermès and Roche Bobois crafted a “fine romance” in the May issue of Condé Nast’s shelter publication Architectural Digest to embody the affluent lifestyle of the magazine’s audience.
The 166-paged May issue takes readers to international destinations such as Tuscany, the Caribbean and Antwerp to visit residential properties of various styles. The May issue is ideal to share properties outside of the magazine’s United States market as many affluent consumers may be interested in summer rentals or vacation homes around the world.
“Research shows that affluent consumers vacation on average 30 days out of a year,” said Courtney Albert, management consultant for The Parker Avery Group, Atlanta.
“Arguably, this amount of time is much more than the average consumer which also means that the affluent traveler has not only financial resources but time, as the ultimate resource, to escape to ‘far-flung places,’” she said. “Additionally, it is not surprising that affluent reader would seek out a more unique experience instead of a typical ‘cookie-cutter’ destination or vacation since they have probably already experienced it or socially, they do not get to be the first in their peer group.
“One important aspect of luxury is limited demand and when discussing travel, this translates into truly one-in-a-lifetime experiences that are not easily accessible to the masses due to money or logistical constraints.”
Ms. Albert is not affiliated with Architectural Digest, but agreed to comment as an industry expert.
Architectural Digest, which was unable to comment by press deadline, has a total circulation of 819,155. The median household income of its readers is $93,852.
Home away from home
Cartier opened the May issue of Architectural Digest with an inside front cover effort for a cocktail ring from its Haute Joaillerie collection.
Cartier Haute Joaillerie Collection effort
Hermès continued the issue with an advertisement from its Metamorphosis campaign. The jungle-themed effort features a woman’s bathing suit, right in time for the summer, on the left hand page and two Hermès’ coffee tables on the right to reflect the shelter publication’s content.
Hermès‘ Metamorphosis campaign with swimwear and interiors shown
Also in the front of the book, Roche Bobois celebrated its 40th anniversary in the U.S. market with a full page spread of a bedroom that mixes modern and contemporary design and architecture.
Roche Bobois 40th anniversary ad
The remainder of the front of the book in the May edition was rounded out with jewelers such as Rolex, David Yurman and Harry Winston.
Opposite the table of contents, The Rug Company promoted its collaborative rugs and carpets with British fashion label Alexander McQueen.
The Rug Company promotes its Alexander McQueen carpets
Among the contents, interior brands and jewelers mingled to support the magazine’s content and lifestyle affiliations. For example, Clive Christian, Blancpain, Assael pearls, Fendi Casa and Stark Carpet promoted their products.
Fendi Casa ad with a view of downtown New York’s skyline
Architectural Digest also included a Born Free Africa ad to lend support to preventing the transmission of HIV from mother-to-child. For the campaign, model Christina Kruse posed with son August for the Born Free Africa campaign where Ms. Kruse wears a blouse designed by Isabel Marant while her son is shown wearing a tee by Versace (see story).
The issue closed with an outside back cover from Louis Vuitton. The brand’s choice of including many of its iconic steamer trunks in this issue also helps support the idea of travel.
Louis Vuitton’s The Spirit of Travel ad effort
Second estate
Giving a glimpse into properties unseen before or outside the reader’s usual haunts can provide inspiration and jump-start a move, a new home or a renovation project. Other publications aim for this spark.
For example, Ralph Lauren, Ermenegildo Zegna and Tom Ford were among the brands that walked consumers through the world’s most luxurious residence in the March issue of Robb Report to echo the lifestyle of its readers.
Robb Report’s “2014 Ultimate Home” issue combines modern interior design with spring fashion, a formula that allows the publication to differentiate itself from other magazines that are focusing solely on apparel in the March edition (see story).
Architectural Digest often uses celebrity homes to inspire its audience. The 154-page March issue took readers inside the homes of actors, musicians and business professionals to show their tastes in interior designs (see story).
Although a shelter publication, the May issue allows the readers to consider travel locales and style. Travel may be one of the last truly affluence-permitting experience as more brands create lesser-priced diffusion lines.
“With the rise of more accessible luxury brands and products, things such as travel and dining provide an opportunity for defined luxury indulgences,” Ms. Albert said.
“The interesting aspect that both of these examples show is that the consumer has to physically be able to access the experience; it is not as simple as an online purchase,” she said. “Additionally, many people regardless of their economic level, look for inspiration when designing or decorating their home – examples being Pinterest, Houzz or Architectural Digest .
“For a select group of consumers, they are able to actually experience these inspirational locales first hand and bring the authenticity back home, part memory or a great trip and partly to display their social or cultural prowess.”
Final Take
Jen King, editorial assistant on Luxury Daily, New York