Vogue's February cover
Louis Vuitton, Chanel and Gucci promoted spring collections in Condé Nast-owned Vogue’s February “Spring Style” issue as the trend of pushing new collections to consumers earlier continued.
Traditionally, March issues contain the highest amount of spring campaign efforts and act as a platform for brands to debut the latest trends for the upcoming season. The shift to unveil efforts sooner may be to entice affluent readers to visit ecommerce sites and bricks-and-mortar boutiques as soon as pieces arrive.
“Being featured in the Spring Style issue ahead of the traditional March issue, which is comparable to the September issue, offers a sneak peak into the upcoming spring fashions,” said Courtney Albert, management consultant for The Parker Avery Group, Atlanta.
“This winter, in particular, we have had a tougher weather season and I think people are really looking forward to warmer weather and/or warmer destinations,” she said. “Because of this, marketers have an opportunity to tap into that desire.”
Ms. Albert is not affiliated with Vogue, but agreed to comment as an industry expert.
Vogue did not respond by press deadline.
Spring awakenings
Louis Vuitton debuted a dark-hued campaign for spring with a tri-fold advertisement on the inside front cover of Vogue’s February 246-paged issue. The effort featured four different models sitting in similar poses with handbags placed on a wooden table.
Louis Vuitton tri-fold ad
Chanel and Gucci followed with full-page spreads for current collections. Prada continued the front of the book’s fashion ads with a two full-page ads for its brightly-colored spring collection of apparel and handbags.
Second page of Prada’s ad
New collection efforts were seen throughout the front of the book from Burberry, Dolce & Gabbana, Saint Laurent, Fendi, Prada-owned Miu Miu, Michael Kors and Bottega Veneta.
Ms. Nyong’o for Miu Miu
Four ads in Febraury’s Vogue featured well-known singers. These ads included a full-page spread with Miley Cyrus for Marc Jacobs, Versace’s Lady Gaga, Givenchy’s Erykah Badu campaign and an ad for Balmain with Rihanna.
Rihanna for Balmain
Dolce & Gabbana placed its second ad opposite the table of contents to remain top of mind among consumers. Also against the table of contents were La Mer and a four-page Valentino ad that began next to the table of contents.
Dolce & Gabbana opposite the table of contents
Additional fashion campaigns came from Longchamp, La Perla, Celine, Chloe, Balenciaga and Dior on the outside back cover.
Dior’s outside back cover effort
Vogue’s February issue featured the much-talked about photo spread of Girls actress Lena Dunham and a pep rally-inspired Super Bowl spread with model Kate Upton and various New York Giants and Jets football players. The issue included an array of fashion and beauty-related topics to prepare readers for the spring weather and change in trending styles.
Eager for a change
Other publications have noted an increase of fashion marketers looking to promote spring collections earlier than before.
For example, Giorgio Armani, Burberry and Dolce & Gabbana looked at WSJ. magazine’s February issue as a springboard to debut their pre-spring 2014 collections along with numerous other brands, even as the supplement’s fashion pagination accounts for 37 percent this month.
Fashion marketers have continued to regard WSJ. magazine as the appropriate stage to advertise new collections early due to its affluent audience (see story).
Adding a glimmer of seasons ahead is one way publications can target affluent readers with the means to travel when the itch occurs.
For instance, The Ritz-Carlton and American Express’ travel club Inspirato were among the travel and hospitality marketers targeting Robb Report readers looking for an exotic escape from the dull winter months.
Robb Report’s February issue of 128 pages scours the globe for the most exclusive travel destinations that will appeal to the sensibilities of affluent travelers. February is an ideal time to promote travel for publications as many wealthy readers have just received holiday bonuses and are looking for places to rejuvenate and unwind (see story).
The fashion marketers within Vogue’s issue likely were unaffected by the controversy surrounding the photoshopped images of cover girl, Ms. Dunham.
“Advertisers usually do not have final approval over the cover shot for a magazine and instead advertise with a particular publication because of its history and current reputation,” Ms. Albert said.
“As for the stance of a a reader, I think that most, if any, negativity would be directed toward the editors that the advertisers, especially those who have a continuous monthly presence in the magazine. However, I would surmise that some advertisers might start request a model clause in a contract to avoid controversial figures or positions in the future.”
But with any buzz, positive or negative, newsstand sales likely raised due to the extra publicity regardless of the early-released fashion campaigns seen in February’s Vogue.
“Controversy sells,” said Chris Ramey, president of Affluent Insights, Miami, FL. ”Ultimately, most people suffer from FOMO – fear of missing out.
“Readers are not tuned into which issues are which,” he said. “They enjoy magazines when they’re released.
“‘Special issues’ are selling techniques used by publishers to elevate the value of a certain issue. Moving ahead of traditional March themes is just good business.”
Final Take
Jen King, editorial assistant on Luxury Daily, New York