Wednesday, September 7, 2011

Pop! Goes the Brilliant Marketing Strategy: Teen Vogue Gets it Right

As any teen fashionista knows, shopping malls are SO yesterday. To get a head start on the hottest trends, fashion-savvy teens are browsing online boutiques, Googling their favorite designers and devouring images from the hippest fashion blogs. And then there's Fashion Week.

Which is why Teen Vogue is so smart to drop their pop-up mall store strategy and move to Lincoln Square where the real action is about to begin. As Ad Age reports, Teen Vogue's "Haute Spot" will be open from Sept. 8 through Sept. 15, including makeovers sponsored by Maybelline, book signings, IMG Worldwide casting agents, fashion bloggers and editors, and "screenings" where visitors can view runway show videos.

Okay, so it's not like anyone is going to actually get a front-row seat at Fashion Week, but it's pretty darn close to the action, and a brilliant marketing promotion. Here's how Teen Vogue gets it right:

1. Fashion focus. Teen Vogue isn't another run-of-the-mill teen magazine. It's the sister publication of Vogue and that means fashion, fashion, fashion.

2. Awareness of core audience trends. The trendiest, savviest, most fashion-forward youth aren't shopping at the mall. Or maybe they are... but they no longer want to admit that. Downtown New York City in the middle of Fashion Week is way, way cooler.

3. Perfect partnerships. While Maybelline is not exactly high fashion, it's price point and accessibility is perfect for teens. Paired with makeovers, style experts and runway videos, the package is sure to draw visitors in.

4. Image is everything. Did someone say casting agents?? Attracting a bunch of gorgeous would-be models is sure to draw in... more gorgeous would-be models. Not to mention anyone who wants to be seen standing next to a gorgeous would-be model.

5. Brand synergy. The entire promotion not only promotes the magazine Teen Vogue and its partners, but everything the brand stands for. Fashion, high style, and savvy insider tips. Oh yeah, and high magazine sales, too.

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