Case | HBS Case Collection | September 2013

Vogue: Defining the Culture of Fashion

by Anita Elberse, Joseph Ferrer, Elizabeth Gough and Victoria Katsarou

Abstract

In March 2013, Susan Plagemann, vice president and publisher of Vogue—widely regarded as the world's most influential fashion magazine, and publishing conglomerate Condé Nast's marquee title—is seeking answers to two questions. First, how she can best approach the intensely competitive advertising market in which some competitors in recent times have had two to three times the page growth that Vogue has had? Second, how should she utilize the growing importance of digital channels that may increase pressure on traditional revenue sources but also fuel new ecommerce partnerships and other opportunities? Can Vogue, as both the fashion industry and the magazine's readers have become so accustomed to, stay one step ahead?

Keywords: Creative Industries; fashion; publishing; advertising; Digital technology; entertainment; product portfolio management; magazines; Journals and Magazines; Online Technology; Change Management; Resource Allocation; Creativity; Media; Advertising; Fashion Industry; Publishing Industry; Media and Broadcasting Industry;

Citation:

Elberse, Anita, Joseph Ferrer, Elizabeth Gough, and Victoria Katsarou. "Vogue: Defining the Culture of Fashion." Harvard Business School Case 514-036, September 2013.