vogue website analysis

 

The vogue website is set out in a very orderly and clean way which is similar to how their magazines are set out when published. This as a result creates a familiarity between the company and the reader. The use of the masthead as the very recognisable Vogue logo which is well known globally also reinforces familiarity to the reader as well as their ideology of 'Representing a sophisticated lifestyle' and keeps the iconic, classy Vogue theme that is seen throughout their work. One key convention that stands out on the Vogue website is in the top right. The option to subscribe to Vogue magazine. Companies do this due to efficacy for them and the customer but also due to the impact of covid-19 having an impact on their paper copies leading them to decrease and potentially lose sales which, as a result, has drastically effecting the company. There are different packages available that include paper copies as well as digital issues. These all begin with a trial to see if the subscription works for the reader before committing to being a Vogue subscriber and then after a period of time, the subscription begins and a monthly fee is due. Following this subscription feature, you are also bought to a feature that allows you to sign up for free to their multiple different newsletters that differ based on subject such as Vogue weekly and Vogue Royals. This will appeal to their niche audience since they are commonly discussing subjects that arise in their issues that are published. Now more than ever social media is one of the top media platforms used across the world by companies in order to convey their ideologies, thoughts and products to the world and Vogue is no different. There are several features that take you to their direct social media accounts such as Facebook and Instagram which makes Vogue more accessible to their audience and helps the company share their news without having to directly publish it in a new monthly issue. On the home page the reader is shown the 'Top stories' straight away which showcase new and updated news that stay relevant to the vogue "genre". Meaning these stories commonly include celebrities, fashion, trends and fragrance and much more that'll appeal to their audience. Similarly to Vogue's content page, there are subheadings seen at the top, middle of the home page to enable easy navigation around the website to help the reader quickly and efficiently find what they are looking for. Subjects such as fashion, beauty, arts & lifestyle and news can be found here and this also helps condense the website, helping the organised layout. As you get further into the website you are frequently being reminded of their magazine publications and encouraged to purchase them. Which, as a marketing strategy, can have a very positive impact on the company since many people use the internet now due to technological convergence in order to for information and accessibility to things such as online copies of magazines. Due to the website being online, it is very globally inclusive. There is an option given to the reader to be able to change the country the website is set in, in order to change news stories which may be a little more relevant to other countries other than Britain which is the default country set for the website (when opened in the UK). A unique feature found on the Vogue website is the option for the reader to purchase apparel and merchandise which also stay close to the well known, elegant and classy theme of vogue with its minimalist design. Commonly, this isn't found on the homepage of a mainstream lifestyle magazine website but by including this feature, it enables the company to branch out to the streets when their apparel is worn by their common readers who wish to purchase.

I chose to zoom in and read this particular article regarding Jennifer Lopez & Ben Affleck's engagement and the first thing I noticed was the advertisement for Chanel before the article began but this is on brand for Vogue and stays in line with their common brand endorsement of high-end brands. This article explained the timeline of the couples lives together from the early 2000's but especially focused on the fashion aspect of their lives (both past and present). Hayley Maitland (the writer for this article) commonly mentioned how Jennifer was featured on a Versace poster as well as commenting on the specifications of the ring a lot. These articles are very tailored to Vogue's niche audience since they focus and zoom in on the fashion behind these stories and briefly mention the news story throughout the article. The article informs the readers how Jennifer was presented with a green hued diamond ring whilst presenting multiple images to go along with it with a range of close ups and full body shots to enable the reader to see the ring that is being talked about. At the end of the article there is a new story link by Vogue that leads you to a gallery of pictures that discuss different kinds of emerald jewellery that can be seen as "trendy" in spring which is very on theme for what the article was mentioning. The link between this article with the end story about emerald jewellery can be seen as a very smart marketing strategy by Vogue since trends are commonly set by Vogue magazine by what is seen in their publications as well as their website. By linking this story with jewellery that people can purchase that is similar to Jennifer's, it'll cause new trends to form this spring which as a result, positively impacts Vogue as a company.