Vogue, the fashion magazine owned by New York-based Condé Nast, is set to hit the Indian market. The official launch is scheduled on September 22 at an event in Jodhpur. The magazine eyes the leadership position in the beauty and fashion genre and has planned special content for the young women readers across big cities in India.
Prior to the launch, the company has decided to surround Vogue India readers with outdoor campaigns and events and make them aware of the official launch of the magazine.
“Our aim is to build a long-term relationship with our readers. We have planned a well established subscription programme and would constantly create live experiences for our readers through interactive sessions and events,” explained Oona Dhabhar, Director-Marketing, Vogue India, on the company’s marketing plans.
The magazine has also tied up with retail chain Westside for providing special subscription offers for the Westside club’s gold card members. On the distribution front, Vogue India has joined hands with the India Today Group and is in talks with several book chains like Oxford and Crossword as well to enhance its distribution network.
Explaining the target audience, Dhabhar said that the company had conducted an in-depth qualitative research to precisely define its target audience. “Spending two hours with each respondent and interacting them on a one-on-one basis gave us a lot of insight into our target audience’s attitudes and interests. In an attempt to make them familiar with the brand, we are giving them the latest UK and US editions for free of cost,” she said.
The Indian edition, which will be the 17th edition of Vogue, will have pages varying from 160-180 depending on the content, and will have at least 30 pages dedicated to content on beauty.
Priya Tanna, Editor, Vogue India, commenting on the magazine’s content plan, said, “Our attempt would be to come up with such content that would be relevant to our readers. We would identify our readers’ style and provide content that would suit her lifestyle. Our plan is to have a mix of both beauty and fashion with experts from the field of fashion and beauty coming in and writing for us.”