luxury and upscale women's media brands magazines

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Luxury and upscale women’s media brands A STUDY BY LAGARDERE ADVERTISING WITH IPSOS LUXURY AND UPSCALE WOMEN’S MEDIA BRANDS By Lagardere Global Advertising with Ipsos - November 2012-

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Page 1: Luxury and upscale women's media brands magazines

Luxury and upscale women’s media brands

A STUDYBY LAGARDERE ADVERTISINGWITH IPSOS

LUXURY ANDUPSCALE WOMEN’S

MEDIA BRANDS

By Lagardere Global Advertising with Ipsos

- November 2012-

Page 2: Luxury and upscale women's media brands magazines

Luxury and upscale women’s media brands

The purpose and

influence of media

throughout the luxury

world

Page 3: Luxury and upscale women's media brands magazines

Luxury and upscale women’s media brands

THE POWER OF UPSCALE WOMEN’S MAGAZINES

87%

85%

98%

Women of the target group who read at least one upscale women’s magazine :

(ELLE, Vogue, Marie Claire, Harper's Bazaar, InStyle)

H3. Please indicate how often you read each of the following upscale women’s magazines (ELLE, Vogue, Marie Claire, Harper’s Bazaar, InStyle). Responses: at least 5 to 6 times a year for the weeklies and/or 1 to 2 times a year for the monthly.

Higher TOP 50%

Heavy buyers

< 35 Yo

35-44 Yo+

+

Page 4: Luxury and upscale women's media brands magazines

Luxury and upscale women’s media brands

”I NEED MY MAGAZINE IN ORDER TO DECIDE”

Higher TOP 50%

Heavy buyers

< 35 Yo

35-44 Yo

67%

59%

96%

Upscale women’s magazines have a strong influence on purchasers of luxury goods, especially in China

(ELLE, Vogue, Marie Claire, Harper's Bazaar, InStyle)

H6A. Would you say that reading the following upscale women's magazines influences your choices and your opinions on luxury goods? Could you list the top 2 of the most influent ones ? +Base: all respondents.

+

Page 5: Luxury and upscale women's media brands magazines

Luxury and upscale women’s media brands

THE DIGITAL VERSIONS OF UPSCALE WOMEN’S MAGAZINES

Page 6: Luxury and upscale women's media brands magazines

Luxury and upscale women’s media brands

HIGH VOLUME TRAFFIC TO UPSCALE MAGAZINES’ WEBSITES

58%

48%

95%

< 35 Yo

Heavy buyers

+H9. Do you visit one of the following websites (Vogue, ELLE, Marie Claire, Harper’s Bazaar, InStyle) at least once a month?Base: All respondents

+

Women of the target group who use at least one upscale women’s magazine website :

(ELLE, Vogue, Marie Claire, Harper's Bazaar, InStyle)

Page 7: Luxury and upscale women's media brands magazines

Luxury and upscale women’s media brands

BUT AN INFLUENCE LESS IMPORTANT THAN MAGAZINES

48%

36%

94%

Influence of digital versions of upscale women’s magazines in the purchasing choices of luxury goods buyers

(ELLE, Vogue, Marie Claire, Harper's Bazaar, InStyle)

H13. Would you say that the digital versions of each of the following upscale women’s magazines, websites or mobile apps, influence your choices and your opinions concerning luxury goods ? +Base: all respondents

Page 8: Luxury and upscale women's media brands magazines

Luxury and upscale women’s media brands 12

Base: total respondants

ELLE AND VOGUE: INFLUENTIAL WORLDWIDE IN LUXURY

H6A. Would you say that reading the following upscale women's magazines or their digital versions influences your choices and your opinions concerning luxury goods? Could you list the top 2 of the most influential ones ?

The top 2 most influential upscale women’s brand worldwide (Magazine+digital version)

(*ELLE, Vogue, Marie Claire, Harper’s Bazaar, InStyle)

Page 9: Luxury and upscale women's media brands magazines

Luxury and upscale women’s media brands

Upscale women’s magazines and their digital versions are both powerful in the world of luxury, even

more for heavy buyers

But magazines have a stronger influence on choices and opinions concerning luxury goods

Young women (-35 yrs) are even more sensible to the influence of upscale women’s magazines

Amongst these titles, the famous global brands, Elle and Vogue, still stand out from the crowd

KEY POINTS – THE PURPOSE AND INFLUENCE OF MEDIA THROUGHOUT THE LUXURY WORLD

Page 10: Luxury and upscale women's media brands magazines

Luxury and upscale women’s media brands

Print and digital: competitors or

allies?

Page 11: Luxury and upscale women's media brands magazines

Luxury and upscale women’s media brands

65% 56% 97%

Base: readers or/and users of upscale women’s media brands (ELLE, Vogue, Marie Claire, Harper’s Bazaar, InStyle).

LUXURY BUYERS: BI-MEDIA USERS

+

34% 44% 3%

0.9% 0.5% 0.3%

Exclusively print

Exclusively web

A mix of print & web

Women of the target group who read upscale women’s magazine or/and their websites :

(ELLE, Vogue, Marie Claire, Harper's Bazaar, InStyle)

Page 12: Luxury and upscale women's media brands magazines

Luxury and upscale women’s media brands

24

22

28

26

27

35

34

26

H14. Which of the following statements best corresponds to you when reading an upscale women’s magazine? Base: All respondents

You enjoy keeping up with luxury goods trends

You like seeing different luxury adverts, they help you form an opinion about which trends to follow

You feel like you are part of the exclusive community of the brand

You can dip into the world of luxury whenever you feel like it

You make a note of luxury items that you will buy in the shop later

You make a note of luxury items that you will buy from the brand's online shop

You can compare and contrast luxury items

You can discover new luxury brand products

42

43

36

31

33

36

4951

444743373843

50

55

51

52

58

57

54

48

44

41

MAGAZINES: A SENSORY EXPERIENCE - DIGITAL: A PRACTICAL EXPERIENCE

%More when reading an upscale magazine or when using digital versions?:

STRENGHT OF MAGAZINES AND DIGITAL VERSIONS

+

18

16

21

18

19

25

25

19

27

30

28

29

32

33

34

32

Print Web Print Web Print Web

Page 13: Luxury and upscale women's media brands magazines

Luxury and upscale women’s media brands

PRINT AND DIGITAL: AN EFFECTIVE GLOBAL STRATEGY

“In the magazines I have the latest trends but I don't have all the additional information about the items. This I can find online”. Jana, 32 yrs, GE

The advantage of the magazines is that you have the professionals’ advice, while on the internet you have lots of opinions but you have no way of knowing the credentials of the person that has written the

comment. Fanny, 30 yrs, FR

“The photos are bigger and prettier in magazines than on the internet… but the items are not as trendy, not always as up-to-date as on the websites”.   Daniela, 39 yrs, GE

“When I see an advert in a magazine, I go on the website to find out more about the item and its prices. Online searching is bound to happen at some point.” Maria, 47 yrs, IT

We might see something in a magazine, and then we’ll go online to see the whole range. Magazine is first, online is second. Tracey, 46 yrs, UK

Page 14: Luxury and upscale women's media brands magazines

Luxury and upscale women’s media brands

THE POWER OF ADVERTISING

Page 15: Luxury and upscale women's media brands magazines

Luxury and upscale women’s media brands

ADVERTISING IN UPSCALE WOMEN’S MAGAZINES: THE MOST ATTRACTIVE

Get your attention

Make luxury items

look good

Help you discover luxury brands

Make you want to go shopping for luxury goods

Image Awareness Traffic

“There are magnificent ad campaigns with gorgeous visuals.... Advertising really does

make you dream… I prefer paper because with a single photo they manage to create

something truly fantastic.” Emilie, 31 yrs, France

P1. Let’s look more closely at luxury goods advertising. Please give us your opinion on each of the following sentences. More when seeing an advertising in an upscale magazine. Base: all respondents.

Adverts in upscale women’s magazines…

Top 1

Top 2

+

Page 16: Luxury and upscale women's media brands magazines

Luxury and upscale women’s media brands

Help you stay informed about luxury brand’s news

P1. Let's look more closely at luxury goods advertising. Please give us your opinion on each of the following sentences.Base: All respondents

(n=2028)

(n=828)

(n=815)

12

17

2

44

40

48

16

11

29

28

32

22

Neither

Both

Adverts on upscale women's magazine websites and apps

Adverts in upscale women's magazines

ON AND OFF-LINE ADVERTISING: AN EFFECTIVE GLOBAL STRATEGY

THE ADDITION OF DIGITAL ADVERTISING IMPROVES THE RESULT

Page 17: Luxury and upscale women's media brands magazines

Luxury and upscale women’s media brands

THE GLOBAL BRAND

Page 18: Luxury and upscale women's media brands magazines

Luxury and upscale women’s media brands

77% 70% 95%

% women of the target reading the magazine or using a digital version of

the ELLE

A POWERFUL MEDIA BRAND

E1. Now, let's talk about the "ELLE" brand in general, the magazine, the website and the mobile phone/tablet app. Are you a reader of the magazine and/or a user of the digital version ?

+

Page 19: Luxury and upscale women's media brands magazines

Luxury and upscale women’s media brands

In %Net Agree

…inspires confidence

…is a reference point in the luxury world

…inspires you to dream

You feel attached to

74 94

79 93

67 89

58 87

77

72

64

63

…inspires you and gives you ideas 74 9071

(n=2028) (n=828) (n=815)

+ > 35 Yo

+ Heavy Buyers

+ 35-44 Yo

THE 360° ELLE BRAND: A WORLD-WIDE REFERENCE POINT

E1. Now, let's talk about the "ELLE" brand in general, the magazine, the website and the mobile phone/tablet app. Would you say that…. Base: All respondents.

…helps you make decisions about luxury goods 7

494

71

Page 20: Luxury and upscale women's media brands magazines

Luxury and upscale women’s media brands

“ELLE has the newest products, and mixes high-street brands with designer”. Frances, 42 yrs, UK

“It gives good advice and there is information about

many products. I tend to trust the products that they

recommend and if I like it, I go and buy it…

perfumes for example”. Roberta, 29 yrs, IT

“ELLE, a very modern magazine, with up-to-

date ads. They are professional, they bring out

more trendy clothing styles, jewellery styles”.

Stephanie, 39 yrs, US

THE 360° BRAND: A WORLD-WIDE REFERENCE POINT

“About ELLE, I like the luxury brand ads and fashion

articles. They have nice people on the cover to

represent luxury brands. There are famous people that

already endorse brands”. Melissa, 27 yrs, US

Page 21: Luxury and upscale women's media brands magazines

Luxury and upscale women’s media brands

THE 360° BRAND: A WORLD-WIDE REFERENCE POINT

“I often go on ELLE website, I can find additional

information, detailed info about the products, other

reportages about fashion, travel beauty which are not

necessarily in the magazine. It is very clearly laid-

out, the photos are very nice, luxurious, I like it

very much.” Stefanie, 52 yrs, GE

“ELLE website goes hand in hand with the

magazine. I liked the subtitles and the dropdown

menus. I find it complements the magazine because

they show what goes on behind the scene at photo

shoots…”. Melissa, 27 yrs, US

“ELLE website has more photos, and videos. It couldn’t

replace the magazine, it adds to it. It’s a

continuation”. Margaret, 40 yrs, US

Page 22: Luxury and upscale women's media brands magazines

Luxury and upscale women’s media brands 33

KEY POINTS – PRINT AND DIGITAL: COMPETITORS OR ALLIES

Buyers of luxury goods are “bi-media”, they use a mixture of upscale women magazines and digital

versions

The classic beauty of advertising in women’s magazines is a very successful way to get the

attention of luxury clientèle…

…But the addition of digital advertising enhances the

result of the campaign

The ELLE 360° brand is still a reference point for luxury clientèle world-wide

Without a doubt, print and digital form a very effective combination