CASE STUDY: VOGUE

The transition of consumer fashion magazines from print to digital has been a topic of interest in the publishing industry over the past decade. With the rise of digital media and technology, the popularity of print magazines has declined, and many publications have had to adapt to stay relevant in a changing market (Jones et al., 2019).

According to a study by the Pew Research Center, print magazine circulation declined by an average of 4.5% per year from 2011 to 2016 (Mitchell et al.,2016).

In recent years, advancements in technology have led to the integration of A.I and A.R into fashion magazines. Vogue, a leading fashion magazine that has embraced AI and AR in its publication, launched its first website in 1996 and has since expanded its digital presence too, to include social media channels like Instagram and YouTube (Kaiser,2003).

The magazine has launched several digital initiatives that aim to engage readers in new and exciting ways. One example of this is Vogue’s “Virtual Try-On” feature, which was launched in collaboration with the tech company Modiface. This feature allows readers to try on different makeup products using their smartphone camera and AR technology. By scanning a product or taking a selfie, readers can see how a particular shade or product looks on their skin tone and make more informed purchasing decisions (A Dentsu Company,2021).

Vogue has integrated AI technology into their website to provide personalized recommendations to their readers. In 2018, Vogue partnered with Adobe to use their AI powered platform, Adobe Sensei, to analyze reader behavior and offer personalized content recommendations based on their interests (Adobe, n/d).

In 2019, the magazine partnered with IBM Watson to create an online quiz that recommends articles and products based on readers’ preferences. The online quiz, known as the “Vogue Recommends” quiz, used IBM Watson’s natural language processing capabilities to analyze readers responses to a series of questions about their fashion preferences, interests, and lifestyle. Based on the results of the quiz, readers were provided with personalized recommendations for articles and products that aligned with their preferences (Allaire,2021).

Vogue also partnered with Google’s Day Dream platform, to give access to its readers a sneak peek of their favorite models wardrobe. This allowed the readers to virtually get in touch with the celebs and know about their things from clothes to accessories along with a view of 360degree of closets with the help of virtual reality technology (Jones,2017).

The integration of AI and AR has provided several benefits for Vogue. One of the primary benefits is that it has allowed the magazine to provide readers with a more interactive and engaging experience. By using AI and AR, Vogue can provide readers with additional content that is not possible with traditional print media. This not only enhances the reading experience but also allows Vogue to convey information more effectively.

Another benefit of using AI and AR in Vogue is that it allows the magazine to collect data on reader’s interaction with content. By tracking how readers engage with the AR features, Vogue can gain insights into reader’s preferences and interests. This information can then be used to personalize content and advertisements, making them more relevant to the reader (Sheridan,2020).

While Vogue’s use of AI and AR has been successful, there are still areas for improvement. One issue is ensuring that the technology is accessible to all readers, including those with disabilities. Additionally, Vogue should continue to prioritize privacy and data protection as it collects data through these initiatives (Mazurek et al.,2019).