Behind Vogue: Research on the Making Strategies of Gen Z Fashion Marketing

Abstract

In 2022, Gen Z has become a strong potential fashion consumer group and is becoming a major player in fashion consumption. As the influential “fashion bible”, it would be valuable for Vogue to consider Gen Z as a new target group to maintain its market share and gain more advocates. In this paper, secondary data from multiple sources is used for analysis, and three problems in Vogue’s marketing were identified. It analyzes data such as Gen Z’s spending power and preferences and gives some suggestions for Vogue to target Gen Z in terms of its magazine content and promotion methods. Through the research, it is found that Vogue’s target market is a high-end luxury group that favors expensive fashion styles. It currently has an online version of magazines and a layout of online marketing channels such as Instagram. However, according to secondary data, Gen Z’s ability to consume fails to reach the high-end products, and they have a more diversified and unique pursuit of content and brand. In addition, Vogue has less brand awareness online among the Gen Z group than its competitors, such as Cosmopolitan and ELLE. Therefore, this paper proposes that Vogue focus on what Gen Z concerns in terms of content. For example, to reduce the influence of commercial ads on the content of the fashion magazine and slightly change the cover style to meet Gen Z’s tastes. Vogue can offer fashion courses on campus to increase the brand’s communication among Gen Z students in terms of marketing approach. This study is not only intended to improve the effectiveness of Vogue’s brand marketing but also to offer the marketing field a fashion industry perspective in the study of Gen Z.