del.icio.us
Digg
Sphere
Stumble
Technorati
Twitter
Discounting Is In "Vogue"
By Marc Tracy
Not that we needed it, but here is further confirmation of what we've been saying--namely, that the basic solution to surviving hard times is discounting, discounting, and more discounting. The New York Times reports that Vogue, the Condé Nast monthly (in)famously edited by Anna Wintour (who was the basis for Meryl Streep's character in The Devil Wears Prada), is showcasing...$40 Gap hats! This, despite its being "High Fashion's Bible" and long priding itself on its status as the premier fashion magazine. Such is the consumer spending climate we're living in.
Actually, an interesting nuance is that this shift in Vogue's emphasis was only partly a direct decision on the magazine's part. Another factor in the move towards highlighting more inexpensive items is that many of the designers whom Vogue would be covering no matter the economic climate are moving in that direction of their own accord (which is to say, also because of the economy). The lesson being that discounting isn't just a wise choice--it's not even really a choice, because it's where everyone else is traveling.
Meanwhile, the Times notes that Vogue hasn't completely abandoned its metier of showcasing incredibly glamorous and expensive clothes and items. Sounds to us like a smart way to maintain the integrity of their brand while still wisely adjusting to the times. We expect nothing less impressive and savvy from Wintour and her stellar magazine.
Comments (0)July 9, 2009 12:27 PM
