THE POWER OF A LEADER BRAND

TH E P OW E R OF A
L E A D E R B R AND
THE
POWER OF
A LEADER
BRAND
1. Fashion and beauty
benchmark.
2. Creator of experiences.
3. Expert prescriber.
LEADER AUDIENCE
7,2 M QUALITY IMPACTS
each month.
64.154 28.612
SUSCRIBERS
SUSCRIBERS
26.290
SUSCRIBERS
724.804
FOLLOWERS
REVISTA
759.000
READERS
1.735.445
FOLLOWERS
WEBSITE
2.000.000
VISITORS
2.073.543
FANS
Source: EGM 2nd Cumulative Data 2016/ ComScore MP May 2016/ Networks and registers June 2016
CONNECTION
VOGUE
BUILDS BRANDS
AND INSPIRES
CUSTOMER
LOYALTY
PRESTIGE
WEBSITE
A site that guarantees connection
between brands and consumers,
interaction and in-depth information.
MOBILE
The greatest access to digital
consumption from personal portable
devices.
SOCIAL NETWORKS
A growing community of followers
who love the brand and are eager
to share their passion.
THE MAGAZINE
VIDEO
A magazine which is a
collection-worthy work of art,
a luxury possession which
inspires and delivers prestige
and brand image.
Vogue boosts the consumption of
audiovisual content in real time by
means of unique native formats.
EVENTS
Vogue projects and events are a social phenomenon
in which everybody wants to participate.
THE
MAGAZINE
Vogue is the most widely read high-end monthly
women’s magazine. It boasts 759,000 readers, a number
that reflects its unsurpassed power of attraction.
1.000.000
900.000
800.000
759.000
700.000
600.000
585.000
517.000
500.000
400.000
320.000
300.000
215.000
200.000
179.000
110.000
100.000
0
VOGUE
ELLE
COSMO
Source: EGM 2nd Cumulative Data 2016
TELVA
73.000
WOMAN M.CLAIRE INSTYLE HARPERS
Since
1988
THE
MAGAZINE
1. Each issue of Vogue is cherished, collected and calls
for leisurely and thoughtful reading, which ensures a
strong impact of the content as well as advertising.
2. With the objective of always staying ahead, seeking
the greatest excellence on the market.
WHAT’S NEW
BEFORE
DIARIO VOGUE
CON SU NUEVO
LIBRO, VICENTE
GALLART SE
CONSOLIDA
COMO EL ‘IT BOY’
DEL MOMENTO
ESTILO INNATO
DESIGN CHANGES new and elegant fonts, new
layouts, new structure.
P
eriodista, profesor, escritor... y también dj.
Todo lo que toca Vicente Gallart se convierte oro. Tras el éxito cosechado con su bestseller 100% Naty
–un manual dedicado al estilo de Naty
Abascal– y la reciente publicación de
Irresistibles –un repaso histórico por
las mujeres más fascinantes de todos
los tiempos– Gallart se une a la modelo y blogger Mayte de la Iglesia para
formar un dúo musical que responde al
nombre de Fulana&Mengana, un proyecto conjunto donde música y moda
se fusionan con aires vanguardistas.
ICÓNICAS
Lauren
Hutton,
Patti Smith…
Ninguna falta
en el libro.
ADOLFO
DOMÍNGUEZ
Bufanda
(ver precio).
BLAUER
Parka verde
militar (734 €).
NEW SECTIONS to match the new interests of our
readers.
CASUAL
FRIDAY
A TUS PIES
Nos rendimos ante
el tradicional ‘mix’
de parka y jeans para
protegernos del frío.
MUY ‘COOL’
Sandalias de
Karl Lagerfeld
para Melissa
(ver precio).
G-STAR
Vaquero
pitillo
(ver precio).
ADOLFO
DOMÍNGUEZ
Gorro (ver precio).
MALAIKA FIRTH
GLORIA
ORTIZ
Para El
Corte Inglés.
Bolso de piel
(ver precio).
MARYPAZ
Botines (ver precio).
Karl Lagerfeld y la firma de zapatos Melissa han creado una
colección cápsula inspirada en el
diseñador. Sus mitones, corbata, y
tradicional bicromatismo inspiran
unos diseños llenos de frescura.
FOTOS: MÓNICA SUÁREZ DE TANGIL, L’ESTROP, D. R.
UN ‘MUST’
Vicente Gallart
dedica su última
obra a las mujeres
más icónicas del
último siglo.
230
NEW CONTENT of fashion and beauty.
NOW
VOGUE NEWS
UNMESDE MODAENNOTICIAS
INICIATIVA
DEL HIP HOP
AL DENIM
Guess presenta su nueva línea
Guess Originals, una iniciativa
que pretende generar sinergias
entre la firma y nombres
relevantes de la cultura, el arte
y el diseño. El primer invitado
es el músico A$AP Rocky, que
apuesta por diseños de los años
90 con influencias hip hop. Una
colección cápsula repleta de
denim y el reconocible triángulo
de Guess (guess.com).
‘TIPS BEAUTY’
Mary Kay lanza su nuevo
perfume, Cityscape,
inspirado en las ciudades
más sofisticadas del mundo.
Las notas de salida incluyen
bergamota, pimienta rosa
y albaricoque que luego se
transforman en un corazón de
flores y madera (marykay.es).
BIMBA, LOLA Y EL AMOR
Bimba y Lola celebra el mes de febrero con una colección
especial dedicada a San Valentín. Anillos, pendientes y pulseras
en tonos pastel se completan con carteras llenas de un símbolo
universal: los labios de los enamorados (bimbaylola.com).
230
FOTOS: MÓNICA SUÁREZ DE TANGIL, JORGE MONEDERO, D. R.
Mary Kay
y la ciudad
THE WEBSITE
1. The website is the highest quality one in the sector. It
is powered by the best content creators and in-house
fashion, beauty and lifestyle productions, both in the
regular sections and daily news.
2. Influential personalities who participate in vogue.es
(designers, models, photographers, bloggers) make
the website’s consumption a fascinating experience.
3. The Vogue reader is permanently connected and
accesses the brand from a computer, a tablet or a
smartphone throughout the day, depending on the
needs.
Thanks to the great browsing experience the Vogue
website provides (responsive design), 60% of its traffic
comes from mobile devices.
A VOGUE
DAY
The consumption of different Vogue platforms
throughout the day is complemented by
offering many contact points between the
brands and the readers.
PRINT EDITION
WEBSITE ON
THE DESKTOP
NETWORKS
WEBSITE ON
SMARTPHONE
NETWORKS
6AM
9AM
12PM
3PM
6PM
9PM
12AM
READER
PROFILE ONLY
FOR BRANDS
With an active role in the society
52% work currently
With city lifestyle
61% live in cities
A reader in the best moment of her life
38 years old on average
With a budget at her disposal
37,2%
Over 30 years 62,8%
Under 30 years
With high purchasing power
46% upper and
upper-middle class
(IA1, IA2, IB)
Source: EGM 2nd Cumulative Data 2016
71% with no
children at home
High cultural and educational level
31% with higher
education
A UNIQUE
LIFESTYLE
influential reader
30% advice
An
their friends and family on what’s new
Image-conscious
89% take
daily care of their looks
Focused on quality and design
34% the price doesn’t
for
matter
Source: TGI 2015
Invest in their image
70% use
quality cosmetics
Passionate about fashion
69% love buying clothes
46% wear jewellery regularly
Accesories are an integral part of their look
85% love
complements
THE
ROUTE
OF
DESIRE
ONLINE CHANNEL
16% of luxury and premium buyers access
online channels
58% of them decide on the product before
the moment of purchase
PHYSICAL CHANNEL
84% of luxury buyers visit phisical points
of sale
65% of them decide on the product defore
the moment of purchase
Source: The Luxury Consumer Journey (Lux Hub, Havas Media, 2015)
WHAT
MEDIA AND
FORMATS
INSPIRE
THEM TO
MAKE
THIS
DECISION
¿
For buyers of luxury brands and products (in
any type of channel), the purchase decision
is taken before reaching the point of sale.
1. THE ROLE OF
MAGAZINES
100
Magazines, in each of their formats, are a
medium that inspires the most, both in the
content and in brand advertising.
Magazine
66%
8
Press
0
8%
14%
2
17%
22%
4
30%
6
TV
CONTENT
Source: The Q-Factor (Condé Nast and TCA, 2015)
ADVERTISING
2. THE ROLE
OF VOGUE
The role of Vogue (the magazine and the website) is pivotal during each phase of the buying
process, both for the older readers as well as the new audiences - Millenials.
INSPIRATION
PURCHASE
DECISION
Millennials vs Generation X
Millennials vs Generation X
Millennials vs Generation X
58%
51% 70%
68%
Magazines
57%
Magazines
42%
Magazines online
58%
(laptop / destock/ tablet /smartphone)
66%
Magazines
53%
Magazines online
(laptop / destock/ tablet /smartphone)
Source: NRS JULY 2014-JUNE 2015 + comScore June 2015 ( Vogue readers)
51%
41%
30%
Magazines online
(laptop / destock/ tablet /smartphone)
All readers, both Millennials as well as those
who come from Generación X pay attention to
advertising that appears on each of Vogue
platforms.
Millennials vs Generation X
94%
93%
Print Magazines
ADVERTISING
THAT CONNECTS
WITH ALL
VOGUE
READERS
82%
82%
Magazines websites
75%
76%
Social Media in my feed
Source: NRS JULY 2014-JUNE 2015 ( Vogue readers)
POSITIVE
RESPONSE TO
ADVERTISING
Vogue readers
I often buy products I’ve seen advertised on the site
A I often buy products I’ve seen advertised in the magazine
I consider a brand the best if it’s advertised on a high-end site
I consider a brand the best if it’s advertised in a high-end magazine
Source: NRS JULY 2014-JUNE 2015 + comScore June 2015 ( Vogue readers)
66%
42%
70%
51%
71%
52%
72%
58%
Vogue readers respond more positively to
advertising (in the magazine and on the website)
than an average reader of a women’s magazine.
Other women’s magazines
74%
50%
71%
54%
69%
55%
80%
67%
I trust the brands that are advertised on women’s websites
I trust the brands that are advertised in women’s magazines
I expect to see the same advertisers in print as in digital
I‘m interested in new fashion and beauty advertising campaigns
VOGUE
REINFORCES
BRAND VALUES
Vogue strengthens the brand values
by means of its inspiring and carefully
produced editorial and advertising context.
Vogue makes brands of interest fashionable
and recommends them to the readers.
Vogue is a leader in total coverage.
50% of Vogue space are luxury campaigns
33% of the beauty campaigns in Vogue are
luxury brands
64% of the fashion campaigns in Vogue are
luxury brands
Brands that make a difference
Source: Ediciones Condé Nast
VOGUE EDITORIAL PRODUCTS
1998
1999
1999
1993
2001
2015
VOGUE
SPECIALISED
MAGAZINES
A sophisticated product with strong
prescriptive power, supported by a “brand
channel”, distributed with Vogue Spain in
the corresponding month.
XIII EDICIÓN
RENOWNED
VOGUE EVENTS
beauty
Awards
X I I
E D I T I O N
CLOSING DATES
CALENDAR 2016
January
28
19
27
19
NOVEMBER
DECEMBER
DECEMBER
Sale
DATE
Closing
DATE
Closing
DATE
March
Sale
DATE
26
18
February
April
May
June
26
18
29
21
26
20
November
December
29
20
28
22
JANUARY
FEBRUARY
JANUARY
FEBRUARY
MARCH
July
August
September
October
30
21
29
21
26
19
29
20
MAY
JUNE
JUNE
JULY
JULY
AUGUST
MARCH
APRIL
AUGUST
SEPTEMBER
SEPTEMBER
OCTOBER
APRIL
MAY
OCTOBER
NOVEMBER
MADRID
ADVERTISING MANAGER
Dolores Zorrilla
dzorrilla@condenast.es
Laura Capó
lcapo@condenast.es
Susana Hernández
shernandez@condenast.es
Advertising
Contacts
Ana Luque
aluque@condenast.es
Pº Castellana 9-11 . 28046 Madrid
Tel.: 91 700 41 70 - Fax: 91 319 93 25
ITALY
DELEGATE
Elena Marseglia
emarseglia@condenast.it
Manuela Gualtieri
mgualtieri@condenast.it
Piazza Castello, 27 . 20121 Milano
Tel.: 00 39 028 561 42 17
GROUP MANAGER
Judith Mases
jmases@condenast.es
ADVERTISING MANAGER
ADVERTISING DIRECTOR VOGUE
Elena Ferreras
eferreras@condenast.es
COORDINATION
Isabel Navas
inavas@condenast.es
BARCELONA
NORTH
DELEGATE
COORDINATION
Mª Carmen Herrero
mcherrero@condenast.es
Pº de Gracia 8-10 . 08007 Barcelona
Tel.: 93 412 13 66 - Fax: 93 412 66 98
Ana López Cámara
alopez@condenast.es
LEVANTE
Barrio Gerra, 1. Los Llanos
(San vicente de la Barquera)
39547 Cantabria Tel.: 619 603 776
Celia Cervera
ccervera@condenast.es
EEUU
DELEGATE
Alessandro Cremona
alessandro_cremona@condenast.com
Brand 66
125 Park Ave.
Piso 25, Suite 2511
Nueva York, NY 10017
DELEGATE
Pueblo Atenea 191, Cumbres del Sol
03726 Benitachell-Alicante
Tel.: y Fax: 670 31 30 17
FRANCE
DELEGADA
Ana Marqués-Meyer
anabel.marques-meyer@condenast-europe.com
4, Place du Palais Boubon. 75007 París.
Tel.: 00 33 144 117 890 Fax: 00 33 145 560 446
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