Ralph Lauren, Gucci market to digital drivers in Vanity Fair’s October edition

06/10/2014
Ralph Lauren, Gucci and Prada were among the marketers striving to be noticed by members of the “new establishment” in Vanity Fair’s October issue.
The October issue marked the 20th anniversary of the publication’s annual “New Establishment” listing of men and women who are recognized as drivers of the “Information Age.” For marketers, Vanity Fair’s audience of digital drivers and affluent readers is a prime opportunity to market to both and align with these shared sentiments.

“[Vanity Fair] is comprised of overachievers and intellectuals,” said Chris Ramey, president of Affluent Insights, Miami, FL. “The event is of interest because the affluent often must work to be interesting. Boring is an anathema to wealthy cognoscenti.
“Each tribe has its own resource,” he said. “The female mass market may depend on People magazine, whilst the center and right political wonks depend on Fox TV for their insights.
“For 20 years the modern affluent have depended on Vanity Fair’s New Establishment.”  
Mr. Ramey is not affiliated with Vanity Fair, but agreed to comment as an industry expert.
Condé Nast-owned Vanity Fair, which did not respond by press deadline, has a total circulation of 1,193,267. Readers of the print edition have a median household income of $78,753, while its affluent readers have a median household income of $164,735.
Hall of famers
Vanity Fair’s 302-paged October issue opened with a tri-fold effort by Ralph Lauren Collection, which features all white apparel, footwear and an oversized Ultra-Large Ricky handbag.
Fashion spreads continued in the front of the book with a menswear effort by Gucci and a footwear and handbag spot by both Prada and Dior. Additional spreads were contributed by Giorgio Armani, Saint Laurent Paris, Bottega Veneta and Burberry.
Estée Lauder and Lancôme also appeared within these pages.
Prada was seen for a second time in the front of book where marketers placed a menswear campaign with actor James McAvoy.
Jewelers such as Cartier, which placed a two-page spread featuring its latest Panthere collection, watchmaker Patek Philippe, Bulgari and Chanel’s L’Instant time effort were also featured before the table of contents.
In the fashion arena, Céline, Bally, Moncler, Michael Kors and Marc Jacobs menswear rounded out the front of the book.
Ralph Lauren was seen again opposite the first section of the table of contents with a secondary effort promoting the label’s Collection designs.

After this point in the October issue numerous efforts across industry sectors were seen. These include Zegna, Rolex, a two-page spread by Richard Mille, Dior timepieces, Ferragamo, Michael Kors menswear, Chloé, Louis Vuitton, Chanel’s Coco Mademoiselle fragrance and Gucci eyewear.

Among these pages marketers placed promotions for charity initiatives, as many sync with the month of October to build awareness for breast cancer.
For example, the Council of Fashion Designers of America promoted its 20th year of the Fashion Targets Breast Cancer campaign, while Estée Lauder showed off its support through its Breast Cancer Awareness effort.
Saks Fifth Avenue also participated with its Key to the Cure campaign. The effort includes current and former cast members of Saturday Night Live.

Ralph Lauren’s Pink Pony charity and Dior’s Dior Auction was also spotted in the October issue of Vanity Fair.
To stand out among the competition, retailer Barneys New York included a fold-out of its “L.A. Stories” campaign photographed by Bruce Weber. The full campaign features 76 local Angelenos in their spaces in the city while sporting clothing and apparel from Barneys

 
Additional efforts were seen from Waldorf Astoria, NetJets, The Luxury Collection and Tod’s.
Content included a profile on actor Robert Downey Jr., the highest-paid actor in the world who was seen on the cover of the issue, and a piece on Jackie Kennedy Onassis’ battle with PTSD after the assassination of JFK. The issue also includes the lost chapter to Roald Dahl’s “Charlie and the Chocolate Factory,” an exclusive to Vanity Fair.
The 20th edition of The New Establishment list includes 93 individuals including Jay-Z, Tim Cook of Apple, Barbara Walters and Facebook’s Mark Zuckerberg. For the first time Vanity Fair digitized the listing, which was broken down by metrics ranging from astrological sign to relationship status to create an interactive version.
The digital, interactive edition of The New Establishment can be found here.
All about Ralph
For direct mail subscribers of Vanity Fair, the issue came with Ralph Lauren’s branded magalog supplement. The 62-page Issue VI magalog for fall 2014 featured Mr. Lauren on its cover.
The magalog works to promote both the brand and its lifestyle through product advertisements such as timepieces, handbags, homewares and the fashions from the Ralph Lauren Collection and Purple Label. Although there is not much content, the imagery tells the brand’s story and shapes its identity for readers.
Ralph Lauren has turned to Vanity Fair to build brand awareness before.
The lifestyle brand aimed to get noticed in the April issue of Condé Nast-owned Vanity Fair’s April issue with strong advertising placement and the latest edition of its own branded magalog.
Ralph Lauren’s Issue V for spring 2014’s contents focused on France and the brand’s happenings in the country such as its gala in Paris. Images seen create cohesion with its current ad campaigns as many of its ongoing efforts are featured in the magalog (see story).
By being seen in multiple spots within Vanity Fair as well as the magalog supplement, Ralph Lauren was able to make an impression on readers who gained a better understanding of the brand’s offerings.
“The magalog give shoppers what they want: product to buy,” Mr. Ramey said.
“Magalogs are more effective because shoppers are shopping,” he said. “There’s no pretense of what really matters.”

By:http://www.luxurydaily.com/ralph-lauren-gucci-market-to-digital-drivers-in-vanity-fairs-october-edition/

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