Vogue Launches B2B Fashion Publication
Condé Nast International is launching Vogue Business this week, in a move to designed to connect with fashion industry professionals.
As Digiday reports, the twice weekly enewsletter will operate as a separate entity from Vogue, with its own 21 person team, including six editors. While the initial launch is English-language only, the plan is to expand to two more languages later this year.
“In a consolidating media landscape, the launch of a new global title is a rare thing”, said Wolfgang Blau, president of Conde Nast International.
Beta testing of Vogue Business began last June, and the subscriber base has grown to 7,000 readers, with a 60 percent open rate, according to Digiday. The newsletter is currently free, although the potential for a paid subscriber tier and spin-off products are being considered for the future.
Content will include features, exclusives and interpretive journalism rather than breaking news. Topics that appealed to readers during the testing phase included the role of technology in fashion and the impact of AI on the creative process.
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The newsletter will be based in London, the headquarters of Condé Nast International. Vogue has 800 editors across the globe who put out 25 different editions of the magazine.
“There was this excitement that we have a multi-market view on topics that no one else can offer, we can do a deep-dive into a country and why it’s relevant globally,” Blau told Digiday. “It’s more like a think tank, a network of experts, the world’s largest human knowledge base.”
Having a B2B audience isn’t new for Vogue—the brand holds fashion conferences and educational programs in London, Paris and Spain.
“Vogue is a great example of a brand that hangs very lucratively between B2C and B2B,” said Douglas McCabe, CEO of Enders Analysis. “Its circulation has never been huge, but its target buyer is extraordinarily attractive for advertisers.”