Elle magazine’s differenciat
ed marketing
SUMMARY
PRESENTATIONINTERNATIONAL POSITIONING
ADAPTED MARKETING STRATEGY
PRESENTATION Today, it is the world’s largest
fashion magazine 43 international editions in over 60
countries Elle reaches over 21 million readers Elle's audience are women between
the ages of 18 and 49 Technologically speaking, the Elle
brand is a global network encompassing over 33 websites
INTERNATIONAL POSTITIONING
Elle is a worldwide lifestyle magazine
Focuses on fashion, beauty, health, and entertainment
Composed of quality reports and images
Elles's mission is to inform and entertain women with intelligence and optimism
ADAPTED MARKETING
To conquer new market, the magazine has adapted its models
This strategy allows the title to decline in local versions adapted to the culture of each country
Colors
According to different cultures and eras, colors can have different meanings
Chinese consumers are generally more attracted by bright and brilliant colors
However in France Elle magazine essentially uses red and roses fonts for her covers
These colors generally represent love, femininity, passion…
Morals
Canons of beauty
Beauty is a universal concept. She has no boundaries but do not have the same meaning in different countries
Customs, culture, traditions and even the women’s social status disrupt components of beauty items.
For Western, we found in most Hollywood blond, light eyes, fine nose, tan and false mess hair up.
For Asian, references are women with very thin body, perfectly white skin, long hair and almond eyes, youth troubling.
On the contrary, Afrincan standards for beauty are far removed from ours. Big woman are more appreciated beacause they are considered to be well fed, in good health, and so easy.