For fashion experts, aficionados and fanatics, it doesn’t get much better than this time of year when high-end women’s fashion magazines roll out their glamorous and highly publicized September issues. Probably the most notable example is Vogue, with a recent documentary chronicling the publication’s biggest issue. Vogue’s September issue is interesting because it is somewhat of a paradox for the print media industry. While publications like the Washington Post have taken a 75% staff hit and others are struggling to adapt their content to a digital medium, Vogue is successfully producing a 916-page print issue.
The Atlantic offers an explanation of this phenomenon:
Besides actual clothing, fashion magazines sell ideals and aspiration, which seem more valuable when economic conditions deem them less affordable… [High-end women’s fashion] magazines make money because they elevate the eye and sometimes the spirit, taking the reader someplace special.
As an agency, we believe that this is not only true for Vogue. Our goal is to tell our clients’ stories in a way that inspires others—not only to buy products and services—but to invest in the promise of a brand. Vogue is not successful because it features beautiful clothes and accessories; instead, it is the acclaimed sartorial authority because of its ability to transport its readers to exotic worlds and inspire creativity and imagination.
Business must be driven by a greater story and tactics must derive from an inspired mission.
To learn more about Twist's vision for inspired business, contact Craig Kaminer.