January, 2014 – This article from Luxury Daily discusses Armani and Chanel advertising in the February movie issue of W magazine to show their connection to Hollywood. (http://www.luxurydaily.com/armani-chanel-propel-connection-to-awards-season-in-february-w/)
By Jen King
Giorgio Armani and Chanel are among the fashion advertisers that sought reader attention in the February issue of Condé Nast’s W magazine’s annual Movie issue to show its connection to Hollywood.
The 174-page issue hit newsstands in the midst of the awards season and featured multiple covers to highlight the actors profiled within its pages. Brands likely looked to W’s Movie issue as a way to stand out during a time when readers are more in-tune with the fashions worn by award ceremony attendees.
“The movie and entertainment industries are considered by many to be fashion and style setters,” Ron Kurtz, president of the American Affluence Research Center, Atlanta.
“These industries have a certain glamour that attracts interest among many people,” he said.
“For these reasons, fashion marketers would welcome the opportunity to be in an issue that is bound to have good readership and influence.”
Mr. Kurtz is not affiliated with W magazine, but agreed to comment as an industry expert.
W magazine, which was unable to comment before deadline, has a rate base circulation of 450,000 and its readers have a median household income of $155,215.
And the award goes to
Alternate covers were published by W magazine as a way to emphasis the issue’s featured content and connection to Hollywood trendsetters.
The covers featured actors with noteworthy roles which included Oprah Winfrey for her role in The Butler, Jennifer Lawrence for American Hustle and The Hunger Games: Catching Fire, Matthew McConaughey for Dallas Buyers Club and Mud, Amy Adams for American Hustle and Her, Cate Blanchett for Blue Jasmine and Hollywood newcomer Lupita Nyong’o for her role in 12 Years a Slave.
Armani began the issue with a tri-fold advertisement for its spring 2014 collection. The Italian fashion house continued its promotions for its latest collection with a single-page ad opposite the beginning of W’s coverage of the best performances of the year.
To close out the issue with Armani at the top of reader’s minds, the atelier took the inside and outside back cover to promote its Maestro foundation and Rouge Ecstasy lipsticks.
Chanel also took a similar approach by placing multiple ads in the February issue. The brand’s first ad appeared in the front of the book where both apparel and accessories were shown.
Against the table of contents, Chanel placed its second ad where it promoted its J12 Moonphase wristwatch. Chanel’s third ad appeared near the issue’s centerfold with a dual-sided fragrance campaign and sample of Coco Mademoiselle.
Other brands that aimed to be noticed by readers browsing the front of the book were Louis Vuitton, Dior, Prada, Gucci, Prada-owned Miu Miu, Marc Jacob’s latest campaign featuring pop star Miley Cyrus, Bottega Veneta, Fendi, Celine, Michael Kors and Saint Laurent.
Cartier’s Ballon Blue de Cartier watch was seen at the beginning of the table of contents. Cartier and Chanel’s table of contents ads framed campaigns from Versace and Max Mara.
Valentino and Salvatore Ferragamo used repetition as well to stand out among W’s fashion-forward readers. Both brands placed four ads in succession to tout latest spring collections.
W’s February issue also includes features on tips to stay famous and a preview of the best spring fashions.
Repetition is often used to maintain visibility in the pages of a publication with competing brands.
For example, Chanel, Gucci and Bulgari aimed to elbow other brands out of the way in the weeks before the holiday season with multiple advertisements in the November issue of Condé Nast’s W magazine.
Totaling 218 pages, the “Global Style” issue included ads from leading apparel, jewelry and watch brands that set the bar for competitors. Being seen in a style issue increases allure, while the repetitive nature of the ads keeps brands top of mind in a hectic season.
Similarly, Dior, Gucci and Chanel relied on repetition to show a range of products in the December issue of Condé Nast-owned Tatler and remain in the sights of readers as they continue to contemplate their holiday shopping.
With 276 pages, the December issue featured actress-turned-princess Grace Kelly on its cover with a medley of advertisements that included jewelry, watches, apparel and accessories from leading brands.
Tying fashion with Hollywood in print is ideal for marketers looking to make waves with a demographic not easily swayed by celebrity-backed campaigns.
“A connection between Hollywood and fashion is good for luxury marketers that are targeting trendsetters who want to know what may be coming next,” Mr. Kurtz said.
“Most affluent are not impressed by celebrities or celebrity endorsements, but they are interested in seeing a preview of what styles or trends may be on the horizon,” he said. “This is probably a major reason why designers want their fashions to be worn by celebrities walking the red carpet at events like the Golden Globes and Academy Awards.”