This section explains the brand history, soul and potential. Through this we try to understand the brand better.
Teen Vogue is an American online publication, formerly in print, launched in January 2003, as a sister publication to Vogue, targeted at teenagers. Like Vogue, it included stories about fashion and celebrities.
Since 2015, following a steep decline in sales, the magazine cut back on its print distribution in favor of online content, which has grown significantly. The magazine had also expanded its focus from fashion and beauty to include politics and current affairs. In November 2017, it was announced Teen Vogue would cease in print and continue online-only as part of a new round of cost cuts.
Vogue is a well-known magazine brand. Its spin-off concentrating on teenagers didn’t catch up well with the mobile generation. The brand can take more advantage of their online access to individuals and make most of it. The brand should take advantage of the digital and social media platforms to connect with the younger audience.
The brand has expanded its audience age group for under 17 to up until 24. They have also added categories like politics and current affairs to be more relevant. I think they can indulge into more such categories and expand the deliverables.
The young person’s guide to conquering (and saving) the world. Teen Vogue covers the latest in celebrity news, politics, fashion, beauty, wellness, lifestyle, and entertainment.
Teen Vogue was established in 2003 as a spinoff of Vogue and led by former Vogue beauty director Amy Astley under the guidance of Anna Wintour with Gina Sanders as founding publisher.
By the 2010s social media applications such as Instagram and Snapchat created a proliferous influencer culture 4 that teen magazines struggled to keep up with.
Teen Vogue suffered from the same sales decline that hit all teen fashion magazines in the new millennium. Its single-copy sales dropped 50 percent in the first six months of 2016.
Beginning in 2008
Teen Vogue caught up with CosmoGirl, and other teen magazines with circulation consistently above one million despite a slow decrease in full-page advertisements.
In May 2016, Elaine Welteroth was appointed as editor, replacing Astley. Her appointment came as part of a new leadership team in which she would work closely with digital editorial director Phillip Picardi and creative director Marie Suter.
There has made a shift in the magazine to increase its focus on social issues and politics, causing a corresponding growth in web traffic. The politics section has surpassed the entertainment section as the site’s most-read section.
On November 2, 2017, it was announced Teen Vogue would cease its print edition and continue as an online-only publication as part of a new round of cost cuts.
There was a spectacular digital growth of Teen Vogue in a radically different direction to traditional teenage magazines. Focusing on politics, activism and feminism, it has developed a reputation for high-quality journalism while recruiting millions of socially-conscious, educated readers.
Teen Vogue wants to expand in order to be more accessible and be portrayed as a brand that is educates the audience to not just be superficial , instead look after an overall well-being.
Taking examples of people from different sectors of the audience we try to understand the impact of the brand and its usability among the masses.
A: Providing knowledge and entertainment
B: Initiating dialogue on sensitive issues/social taboos
C: Recreation
NAME: Rachel Webber
AGE: 21
OCCUPATION: Student LOCATION: New York, NY
Rachel wishes to pursue fashion designing because since she was a kid she was into playing dress up with her dolls.
Rachel follows celebrities because she has interest in knowing and understanding new upcoming fashion trends.
Rachel thinks fashion is about expressing oneself because experimenting with her styles makes her feel good about herself.
Rachel is a shopaholic because she wants to keep buying whatever the celebrities are wearing.
Rachel feels seeing models gives her new ideas because that encourages her to try new things.
Rachel flips through the magazine pages whenever she finds time in the day because she finds it relaxing.
AREA OF CONCERN
A: Providing knowledge and entertainment
B: Initiating dialogue on sensitive issues/social taboos
C: Recreation
NAME: Cameron Wang
AGE: 22
OCCUPATION: Make-up artist/ student LOCATION: Los Angeles, CA
Cameron is an newly learned make-up artist and is always seeking inspiration because he wants to be updated with newer trends.
Cameron reads a lot about make-up because he gets to learn a lot from the make-up tips and articles.
Cameron reads articles about other guys, artists and models, into the industry because that gives him confidence to be a part of it.
Cameron found it difficult to embrace his interests because it wasn’t encouraged by his family.
Seeing model photographs is refreshing for Cameron because he feels aspirational looking at them.
AREA OF CONCERN
A: Providing knowledge and entertainment
B: Initiating dialogue on sensitive issues/social taboos
C: Recreation
NAME: Julia Gonzales
AGE: 15
OCCUPATION: Student LOCATION: Boston, MA
Julia is bullied in school because of which it difficult for her to make friends.
Julia seeks the sense of belonging in the school because she struggles to approach new people.
The articles in the magazine and the interviews help Julia not feel alone because those have people sharing their experience with everyone.
Reading about self expression gives a chance to people like her to share anything because that makes her feel heard.
Julia enjoys reading because that gives her the ways she can improve herself.
Julia seeks comfort in this platform because it lets her emotions out and helps her find ways to better it.
AREA OF CONCERN
A: Providing knowledge and entertainment
B: Initiating dialogue on sensitive issues/social taboos
C: Recreation
NAME: Raven
AGE: 35
OCCUPATION: Student
LOCATION: Seattle, WA
Raven travels and click photographs wherever she goes because she enjoys doing it.
Raven is always on a look-out for new places to visit with her family because they all love to travel.
Raven finds the travel articles and photographs very helpful because they give her inspiration for clicking pictures.
Raven found about new camera lenses from the advertisements and plans on buying those because they will allow her to click better pictures.
Raven likes to see works of other photographers in the articles because it inspires her.
Also, Raven enjoys looking at model photography because that would also be something she is interested in.
AREA OF CONCERN
A: Providing knowledge and entertainment
B: Initiating dialogue on sensitive issues/social taboos
C: Recreation
NAME: Billy Joy
AGE: 20
OCCUPATION: Student LOCATION: Chicago, IL
Billy has been into social media for quiet some time now because he enjoys posting about his life.
Billy does lifestyle, fashion and make-up blogging and vlogging on multiple platforms
Initially, Billy struggled to find his place in this sector because of the multiple stereotypes with guys into fashion.
Billy thinks that having a platform gives voice to many others because it gives an avenue to share.
Reading about fashion, make up and other trendy things keeps Billy both refreshed and updated because he learns new things.
Billy is always looking for new ideas for his social media content because he like top experiment and try new things.
A: Providing knowledge and entertainment
B: Initiating dialogue on sensitive issues/social taboos
C: Recreation
NAME: Tracy Xu
AGE: 24
OCCUPATION: Student
LOCATION: Charlotte, NC
Tracy being an immigrant student took up a job very early because that helps her support herself.
Tracy is busy for most part of the day and because of that she feels disconnected from rest of the world.
Tracy likes that the magazine is very well rounded because it has content from both fashion and political sectors.
Tracy also supports causes for women because it encourages young girls and gives a platform to them to express themselves.
Tracy likes to find smaller pockets through the day to relax because it is a good change from her everyday busy schedule.
Tracy enjoys some relaxation in evening or morning because she is busy most part of the day.
AREA OF CONCERN
A: Providing knowledge and entertainment
B: Initiating dialogue on sensitive issues/social taboos
C: Recreation
NAME: Amy Perez
AGE: 21
OCCUPATION: Student LOCATION: Dallas, TX
Amy is a shy girl because she doesn’t like to indulge in conversations with people.
Amy feels seeing photographs of skinny models makes her not like her body because thats makes her more insecure.
Amy has being trying to live a healthy lifestyle but finds herself struggling to be happy with her body.
Amy thinks exposing yourself to unrealistic beauty standards isn’t a fair and there should be more inclusivity because these can impact adversely on people.
Amy has faced judgments about her looks in the past because of which she has had issues with her mental health.
Amy thinks brands should be more careful with what they are putting across the audience because that has a lasting impact on the users.
AREA OF CONCERN
A: Providing knowledge and entertainment
B: Initiating dialogue on sensitive issues/social taboos
C: Recreation
NAME: Vasudha Nair
AGE: 42
OCCUPATION: Homemaker
LOCATION: Atlanta, GA
Vasudha is a Homemaker and mother to two teenage daughters.
Vasudha thinks having access to such materials is not a good influence on the teenagers because it can affect them adversely.
Vasudha thinks teenagers nowadays act without thinking because they get easily influences by what they see and read around them.
Vasudha thinks kids should reach out to their parents if they want to discuss anything because she thinks they can guide them the best.
Vasudha thinks the kids shouldn’t indulge in such platforms because these can be distractions.
Vasudha thinks kids should do more outdoor activities rather than sitting at home flipping through the phone because they need to be physically active.
AREA OF CONCERN
A: Providing knowledge and entertainment
B: Initiating dialogue on sensitive issues/social taboos
C: Recreation
Seventeen is a teen magazine with readers ranging from 13 to 19 years in age. The magazine focuses on delivering guidance and inspiration for teen girls with the challenges they face in this period of their lives.
Cosmopolitan is a women’s magazine with wider readers range from 18 to 40 years in age. The magazine focuses on providing a wide variety of content that caters to the needs of people of different age groups.
Elle is a womens magazine focusing largely on fashion and beauty. It is more widely known in multiple countries. It also target the young audience.
Vanity Fair is a monthly American magazine of pop culture, fashion, and politics published by Condé Nast Publications. It caters to slightly elder age groups but there is an overlap in terms of the content.
Allure is more of a beauty-based womens magazine. It covers varied topics concerning make-up, skincare, current trends and related topics.
Bustle is an online American women’s magazine focusing on news and politics alongside articles about beauty, celebrities, and fashion trends.
Netflix is the world’s leading streaming entertainment service that provides an extremely wide range of content ranging form documentaries, movies, series and much more.
Instagram is a photo and video sharing social networking service that allows users to upload media. Nowadays, people are sharing all kinds of content on the platform that gives them a chance to have their own voice out there.
YouTube is a global online video sharing and social media platform where people upload content of varied kind. It is avenue for most people to help and educate other people by sharing their knowledge on different topics.
BuzzFeed, Inc. is an American Internet media, news and entertainment company with a focus on digital media. It covers variety of topics and viral contents.
TEDx was created with an overall mission to research and discover “ideas worth spreading.” It is organized by passionate individuals who seek to uncover new ideas and to share the latest research in their local areas that spark conversations in their communities.
Big Think is a multimedia web portal . The website is a collection of interviews, presentations, and round table discussions with experts from a wide range of fields.
It started as “breakfast lecture series for the creative community”, just a way to drink some coffee, exchange some ideas, and spread the creativity.
ACCESSIBLE APPROACHABLE ASPIRATIONAL CHARMING
CREATIVE NEW WAVE CANDID
EXPRESSIVE INCLUSIVE INFORMAL
INSIGHTFUL MINDFUL OBSOLETE WITTY WARM OUTDATED CONFUSING NON-INCLUSIVE RESTRICTIVE FUN
APPROACHABLE ASPIRATIONAL INCLUSIVE MINDFUL CANDID
US THEM
ACCESSIBLE NEW WAVE
CHARMING CREATIVE EXPRESSIVE INFORMAL INSIGHTFUL OBSOLETE WITTY WARM OUTDATED CONFUSING NON-INCLUSIVE RESTRICTIVE FUN
Articles:
1. The Re-Education of Teen Vogue: Elaine Welteroth and Her ... Tulane University https://journals.tulane.edu
2. https://en.wikipedia.org/wiki/Teen_Vogue
3. https://abcnews.go.com/Business/ teen-vogues-evolution-high-fashion-magazine-community-activism/story?id=52104594
Photographs:
1. Adobe Stock: https://stock.adobe.com/in/
2. https://www.vogue.com/slideshow/ vogue-covers-photos
