Task 2- Audience profile (2)

Task 2- Audience profile- 

Describe your audience?-

-My fashion magazine will be themed around the concept of street style fashion hence; I will produce a fashion magazine which will be intended at 16-25 year old. The reason why I have selected to specifically aim at the youth is because, I believe that street style fashion is something is which the youth can adapt and turn into their individual style. My fashion magazine will be specifically aimed at women because, I want to construct an in-depth content featuring clothing styles +tips which could be beneficial and vital for a women to know. If I include men within my fashion magazine, my content might have to be limited in order to fit both genders in, which I don't want to do. The social grading of my magazine will be aimed at the youth with a social grading of B, C1, and C2 as, in my fashion magazine I am going to include content which offers quality clothing alongside makeup. The content which is shown in my magazine will differ in terms of price as; I want all types of people from my social grading to purchase clothing + makeup from my fashion magazine. Most of my audience will any ways be in education and have some form of job to support them, so I feel this social grading seems acceptable for my fashion magazine. The ethnicity of my fashion magazine will be a wide range as; I want to communicate the concept of diversity through my fashion magazine. This is so, my audience who are from different ethnic backgrounds can purchase my magazine as, they will feel emotionally involved by the representation of all ethnicities together.

Psychographics-

Aspirer- These types of people are vital for my fashion magazine as, they will aspire to know more about the culture and background of street style fashion.

Explorer- Will have the tendency to know what street style fashion is and hopefully purchase the magazine as, they want to know more about the fashion and culture itself. 

-This is the first page of the Vogue Korea media kit after the title page, in this page titled the ‘Fashion Bible Vogue’ it describes and delivers contextual background about Vogue Korea. The fact that the title incorporated the phrase ‘Bible’ can connote that Vogue Korea is a magazine that everyone should swear by and belief the content and fashion which they produce. By inserting all the positives of Vogue Korea at the beginning of the media kit, can entice people to read Vogue Korea as, they want to read a magazine which is the best and provide for the best.  After the explanation of Vogue Korea magazine, a small box of information has been written which describes the launch, print readership, and social media fans. I believe this is significant for the audience to know as, the audience might want to know about the overall portrayal and how Vogue Korea grown over the years. Illustrations of a magazine cover, tablet, and phone is seen which is used to visualise how Vogue Korea become powerful by these platforms.

-In this page called 'Powerful platforms', it illustrates how Vogue Korea is becoming more dominant and powerful if all the elements of social media and advertising come together. This can be vital for Vogue Korea as, Vogue Korea will be more widespread to others and increase it general audience base. The audience can reach out to Vogue Korea in any platforms, and can still get the updates on the magazine issue or general news if they want.  Below the illustrations, mini subheadings are shown which display the type of platform Vogue Korea uses e.g. print magazine, Vogue.co.kr, social reach, and events. While below the subheading, a body of texts is seen which briefly defines the main aspects and positives of utilising these platforms.

-From the media kit of Vogue Korea 2017, the readership is transparently dominated by the female audience, which is visibly evident through the 80% print and 82% website. While for male readership, the statistics is massively declined by 20% print and 18% website. From these statistics, I can articulate that Vogue magazine is particularly successful with the female audience as; Vogue predominantly highlights more women in the cover then men. In society, numerous people associate Vogue to be a female based magazine due to their aesthetics. In the bar chart shown, it also expresses this information as women aged 25-34 years old, has a higher preference to Vogue due to the amount of money they have. From this bar chart, it is apparent that readers who read Vogue have a higher household income which is stated ‘over 7 million KRW’. This means that the audience for Vogue is for wealthy individuals as; I wouldn’t expect these statistics from a working class citizen. The table which is positioned on the right hand side also displays additional information like where most of Vogue’s readerships come from e.g. in Seoul/Gyeonggi the readership is 60% print and 64% website, while for other the readership is 40% print and 36% website. From these figures, I can tell that Korea has a huge readership of Vogue magazines in one area than the other as; Seoul/Gyeonggi dominated the others by a huge percentage.

-In the print magazine page of the Vogue Korea media kit, it displays how the company is organised and prearranged by constructing a 2018 editorial calendar, which illustrates on what specific issue will be catered for each month. This shows that Vogue Korea knows what to arrange or organise beforehand, in order to produce a magazine issue which the audience will adore. Also in this page, illustrations have been positioned at the bottom of the editorial calendar which can help the audience to visualise on what the theme of the magazine might be in the upcoming months. The sentence ‘Vogue Korea’s fine reputation amongst readers in the 20s and 20s comes from creative visual and unique contents’ can show that Vogue Korea already established that the younger audience base are more creative and imaginative when it comes to fashion.  Therefore the company is trying to push the boundaries of fashion by producing content which is innovative and unique to the youth.

-In this page, called ‘Vogue.co.kr’ it displays how Vogue Korea has unrivalled traffic amid other fashion magazines, which continues to expand and grow. From the statistics below, it presents how monthly unique visitors are 2.5 million and monthly page views are 48 million. Seeing these statistics, I can tell that Vogue Korea not only cares about existing consumers, instead Vogue Korea invites new readers into the community of Vogue Korea. Illustrations are also publicised on the page, which shows a tablet, phone, and the website online. These illustrations can show how Vogue Korea is beginning to be accessible digitally on the web and other technological devices.  It is apparent that Vogue Korea aspires to increase their readership and fan base, by showing to audience their huge statistics of their readers now.

-In this page, the Vogue Korea media kit defines the ways in which Vogue Korea can be accessible on social media. This can be seen as a beneficial aspect within the Vogue Korea media kit as, Vogue Korea can maximise their contents and produce trending issues based on their digital audience. This means that the audience can find contents and magazine issues which are tailored to their own fashion type easily, and be updated with recent news. Below the writing of text, Vogue Korea illustrated the social medias in which they utilise and their followings e.g. Facebook, Instagram, Twitter, Kakao Story, and Kakao Plus. From these social media sites, it is apparent that Facebook has the most, dominant following then the other social media sites. In my opinion, I believe that Facebook is more prevalent than the other social media sites as, Vogue has an older readership hence; they will use Facebook which is associated with the older demographic groups. Below the number of followings, the hashtags of each social media is displayed so the audience can connect to Vogue Korea more on their social media sites.

-In the events page of the Vogue Korea media kit, it express how Vogue Korea is also influenced through a different aspect by events which inspire the industry as well as the audience itself. For me, this page is an unusual twist for me as, I didn’t anticipate that Vogue Korea will go an extra mile to do events which the audience and industry can physical see. Below the text, some examples of events are shown which are recent. For example, the ‘Mode & Moments: 100 years of Korean fashion’ was shown in 2016, which was the first ever exhibition to showcase the modern and contemporary fashion of Korean fashion. In this exhibition 400 costumes are exhibited of the 60 top Korean designers through partnership with Korean artist. While for the second example, the event ‘Vogue x Peaceminusone pop up store’ (led by street style brand G-Dragon) was a pop up store which had limited edition collaboration products. This was a beneficial experience for the audience as, young consumers easily got engrossed to this event. For Vogue Korea, holding events like this is a crucial aspect to increasing their readership as; audience feels more connected to if the events are created for them.