Robb Report’s September cover
Italian automaker Maserati and menswear label Ermenegildo Zegna are aiming to raise awareness for their Quattroporte collaboration on the cover of Robb Report’s September issue, while setting the stage for the imprint’s fall fashion coverage.
Although Ralph Lauren Purple Label and Hermès took the first two interior pages in the front of the book, Maserati and Zegna’s collaborative Quattroporte’s positioned on the issue’s cover will yield significant exposure for the model. Also, the connection to the fashion coverage in the issue resulted in a more concise read for Robb Report’s audience.
“What would an issue of Robb Report be without its focus on fine automobiles,” said John Anderson, New York-based vice president of digital at CurtCo Media, publisher of Robb Report. “In this issue the feature on the specially designed Maserati Quattroporte Ermenegildo Zegna limited-edition is a perfect way to highlight how fashion can make an incredible car even better.
“There are also other stories on the Bentley Continental GT3-R and the Ferrari California, newly turbocharged,” he said.
“There are a total of 66 advertisers in the print and portrait tablet editions of Robb Report’s September fall fashion issue, sixteen of these ads are spreads. Two thirds of all of the advertisers are fashion or watch and jewelry brands. There are eight interactive ads in the landscape version of the tablet edition. Both Vertu and Porsche have provided high levels of interactivity with hotspots, color configurators, videos and links.”
Robb Report has a total monthly print circulation of 105,000.
Well-tailored
The 156-paged September issue of Robb Report began with an inside front cover effort from Ralph Lauren for its Purple Label. Brand founder Ralph Lauren’s son, Andrew Lauren, a filmmaker, is featured in the two-page full spread efforts dressed in formal wear.
Ralph Lauren Purple Label’s first inside front cover ad
Hermès placed an effort for women’s wear rather than menswear in Robb Report. The brand showed off its equestrian background in an updated “Metamorphosis” campaign.
Hermès’ new women’s wear campaign
After the Hermès advertisement, the front of the book was dominated by menswear labels such as Tom Ford, Dolce & Gabbana, Kiton, Corneliani, Stefano Ricci and Brunello Cucinelli. Retailer Barneys New York used the front of the book to display its menswear offerings with a full-page spread showing a Valextra briefcase and apparel by Luciano Barbera.
Barneys New York menswear effort
The front of the book also included watchmaker Richard Mille and jewelers Harry Winston and Lugano Diamonds.
At the table of contents menswear returns with an effort by Gucci for its suits and leather goods. The table of contents was continued with a Dior ad in which the French brand promoted its Dior VIII Grand Bal women’s watch.
Dior ad opposite the table of contents
After the table of contents, amongst the featured articles in the issue, Brioni, Berluti, Bell & Ross, NetJets and Bulgari took pages. Also seen was British smartphone manufacturer Vertu’s Signature Touch campaign.
The effort showed a man with the head of a hawk standing on a rooftop overlooking London. Vertu’s phone includes audio by Bang & Olufsen and a Hasselblad camera.
Vetru Signature Touch campaign
Continuing the ad space were efforts from Jetsuite, Ulysse Nardin, Oceanco yachts, Four Seasons Maui property and an outside back cover campaign by Breguet. The Swiss watchmaker selected its Tradition 7047PT to share with Robb Report readers.
Breguet’s outside back cover
Content in Robb Report’s September issue included the cover story, “Tailor-made for each other” that explored Zegna and Maserati’s special-edition Quattroporte model and the fall fashion spread “Magnificent mavericks,” which placed men’s dress and formal wear into a Western setting.
This issue was also accompanied by Robb Report’s September/October edition of Home & Style. The shelter supplement looked at interior designs by leading European designers and properties in Mustique, a private island that is part of St. Vincent and the Grenadines, Los Angeles, Spain’s Majorca, London, Thailand and Amsterdam.
Exploration
Robb Report’s content often explores the imprint’s main pillars of automotive, travel and fashion to reflect its reader’s sentiments.
For instance, Breguet, American Express’ Inspirato and Maserati looked to the advertising pages of Robb Report’s August issue to embody their audiences’ shared interests.
On the issue’s cover, horology, travel and automobiles were all represented, so it makes sense that brands within this sector would look to Robb Report to promote their wares. When the advertisements align with the content seen in a publication, the read is more concise and the ads become less of a distraction (see story).
Men’s fashion is growing as a topic to be covered by in-depth by publications.
For example, Louis Vuitton and Hermès were among the fashion houses to underscore their menswear collections in the September “Men’s Style” issue of WSJ. magazine.
As more and more marketers reach out to the affluent male consumers who have undergone a sort of fashion wake-up call, high-end publications such as WSJ. magazine will see an increased interest in menswear topics. Inserted in The Wall Street Journal on Sept. 13, the issue acted as the counterpart to the “Women’s Style” edition, as to not alienate its male readership who spend approximately $5.6 million on fashion (see story).
Publications such as Robb Report can keep consumer interest in fashion by including interactive touch points and content that reflects their own lifestyles.
“September is Robb Report’s fall fashion issue,” Mr. Anderson said. “Twice a year, Robb Report focuses on men’s fashion. “This year the feature was hot at The Boulder’s Waldorf Astoria resort in Carefree, Arizona,” he said. “Featuring the fashion and watch and jewelry designs of 32 luxury brands, the fall fashion feature showcases some of the most exciting casual and stylish designs for men this season.
“In the landscape view of the tablet edition, viewers get the opportunity to watch a behind-the-scenes video of the fashion shoot. The high proportion of advertisers from these luxury categories demonstrates the importance of Robb Report’s attention to the best in men’s fashion.”
“Even this month’s Robb reader, Pier Luigi Loro Piana represents a combination of fashion – a luxury textile manufacturer – and technology with his 83-foot sailboat, My Song.”
Final Take
Jen King, lead reporter on Luxury Daily, New York