The Challenges of Print and its Revamp to The Digital Era and Education Industry
Vogue Condé Nast College Fashion & Design, launched its stunning debut and official opening party on May 26th at its newly prestigious school right on Huaihai Road in Shanghai.
Surrounded by luxury typhoons shaping China’s fashion industry and key influencers such as Angelica Cheung, Chief Editor of Vogue China, Richemont/LVMH/PPR Group and CEO’s/GM’s of global fashion brands from Shanghai Tang, Galleries Lafayette, L’Oreal, UK Trade Investment and more reunited together to celebrate the new opening and most importantly understanding the next steps that Condé Nast will take on in China as both a media and education provider.
Angelica Cheung and Yanie
My invitation Card
“The Condé Nast College is an important starting point for those who want to be tomorrow’s leaders of the fashion industry. With outstanding resources, leading-edge facilities and access to experts from the worlds of fashion, style and luxury, the Condé Nast College prepares its students to work in all areas of this exciting and innovative industry.” – Vogue Marketing Director China.
Around free flow champagne, oysters and amazing people, we momentarily did a deep dive in fashion, going from impactful Virtual Reality, to seeing emerging designers such as CJYAO, Li KUN and Angel Chen showcasing their designs on models, beautiful costumes, and live performances
Located in one of the world’s most booming fashion/luxury and business capitals, Shanghai, Condé Nast is seeking qualified students to enter their college in order to bring a students or a professional candidates skills to the next level according to the technical and current demands / needs of the fashion marketplace.
It’s very clear that the absolute need for today’s leading 1st tier media to continue to prosper, lead, and financially survive (such as Vogue, Elle, Marie Claire and the like) has lead them to seriously rethink their total strategy by diversifying and expanding their array of services, going away from traditional print advertising to education, digital social media, outdoor advertising, offline to online events, H5 campaigns and more creating full on 360 degree media packages to help brands be closer to consumers instead of further. These packages are proposed and sold to global fashion branded giants who have the type of 7 digit budgets and investment. Today, the advertorial media department team have even become an extended hand for the PR agencies, however from my experience, most of them lack in advertising / PR execution meaning that the market is still at it’s initial stage and adjustment period.
Interviewing Michelle Ye, Marketing Director Vogue China, she shares with us her personal experience at Vogue through the current ever changing traditional media landscape and her idea on the value of print magazines and why print will simply never die.
“Print will not die because its art. If you give Mario Testino three samples, he will know right away which angle and what quality he’s looking for, so for print the pleasure happens when you open the books and smell the freshly printed paperback smell, its just so relaxing, its about the beauty coming from beautiful prints; the paper quality, how much glossiness or mat the print is gives us a completely different experience and this is something no digital product can replace. A beautiful shot by Mario Testino showcased on print versus our Wechat is different, the sensation is different, so print will never die, but the readership style will change. Before we read magazines in the morning, on our coffee table or before going to bed, but now before going to bed we read Wechat. Nevertheless, on a quite Sunday afternoon if it’s raining outside, you will finally open a page and you’ll realize wow this is so nice it is to read a physical book, so relaxing! You feel really relaxed and this is the beauty that print gives to you, going back to basics. Today were living in a really fast paste environment where were studying hard, then getting a job, working overtime and on the weekends party party party, so were very stressed. So painting or any reading/literature brings you back to the moments of true relaxation, back to simplicity.” says Michelle
Liu Wen and Mario Testino
“Because of the digital era, we don’t make money with magazines like before, we used to talk about numbers and direct advertising, now its about integrating diverse channels in order to communicate effectively through diverse digital platforms; click rates, return rates and traffic are areas the constantly analyze where we try to be flexible and update our strategy accordingly. We make profit through an integrated planning; one story/media angle we can create through the mobile app while another we can create through the desktop or event only on print. In most cases I’d offer a combination of platforms to create a holistic channel, for example for a luxury jewelry brand, maybe I could place them on print, at the same time, if its an accessible and very fashion forward/trending brand, I would also place them on mobile app, so I’m really thinking as a business consultant where roles have evolve, not only editorial focused.” she adds.
Amber Valletta, Rio de Janeiro, American Vogue, 1997. Picture: Mario Testino
Personally, one of my favorite media to watch is Vogue, simply because of the richness of the fashion content and its easy immediate accessibility through it’s newsletter makes me read it every morning.