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Passion Points: Fashion & Beauty

We take a closer look at the audience of fashion enthusiasts to examine their magazine media consumption in more detail and the opportunities this can have for advertisers.

Harpers Bazaar

Fashion & beauty brands are some of the most iconic in the world, taking centre stage at Fashion Weeks across the globe twice year. It is not surprising that the fashion and beauty sector accounted for over £1.3 billion advertising spend across media in the last 12 months, £157 million of which was in consumer magazines.   

Magazine brands are at the forefront of the fashion industry and their influence over the latest trends has long been established. The expertise and passion of the editors and content creators ensures huge followings not just of their publications but also across social platforms and at events. Readers with an interest in fashion and beauty turn to magazine media as they trust the expertise and viewpoint of the writers.

And demand for magazine media content across the Fashion & Beauty sector is growing. The latest ABC results (June 2016) indicate average issue circulation is growing for many fashion titles, with Cosmopolitan, Elle, Harper’s Bazaar, Red, Stylist and Tatler all showing growth year-on-year.   

We have taken a closer look at the audience of fashion enthusiasts to examine their magazine media consumption in more detail and the opportunities this can have for advertisers.

This identified two different groups of fashion enthusiasts: ‘Fashion Fans’ and ‘Super Fashion Fans’.  Magazine media is the number one media choice for both groups with Fashion Fans being 65% more likely to consume magazine media than the average adult, and Super Fashion Fans 130% more likely, higher than any other channel. It is not just fashion titles they consume - both groups also show a high affinity for Home Décor and Food titles.

Fashion enthusiasts also present opportunities for brands outside the Fashion & Beauty sector. We discovered that Fashion Fans are 75% more likely to own wearable tech compared to the average adult, as well as being 27% more likely to ‘intend to buy a car’ in the next 12 months, increasing to 101% and 49% respectively for Super Fashion Fans.

Not only do both groups show a propensity to certain high value products, Fashion Fans are also 39% more likely to be heavy spenders at the supermarket, compared to the average adult, increasing to 67% for Super Fashion Fans confirming the potential spending power of this group.  

Audiences naturally gravitate towards content that focuses on their passion, magazine media is reflective of that, so if your brand wants to connect with this audience, a magazine media environment is perfectly placed to boost the effectiveness of your campaign.

See how retail brand Very enhanced its fashion and beauty credentials by using Cosmopolitan and their Snapchat Discover channel: http://magnetic.media/case-studies/mag-media 

The influence of magazine brands now stretches much further than just the print title. With industry debate currently centered on the value of influencer marketing, Magnetic carried out a piece of social media analysis with 2CV to explore the influence of magazine media on social media. This analysis carried out over London Fashion Week February 2016 demonstrated the power of magazine brands to match the reach of bloggers and achieve four times the amplification. In 2017, we are now taking this insight one step further and we have set out to explore the way different influencer segments behave.

This latest study will be unveiled at our upcoming event: The new rules of engagement for fashion and beauty brands