VOGUE
Vogue Live Project
Strategy for Vogue, exploring the expansion of the Vogue Collection and the Vogue 100 Club, presenting to the Vogue Team. Various concepts were explored including - 'Vogue Villas' 'Vogue Gardens' and 'Vogue Tennis Club.' We researched the market potential for four strong concepts we had created for Vogue. Moreover, we detailed how we would incubate, test, and launch the concepts using different strategies and platforms. To do this, we researched Vogue and Condé Nast as brands and their audiences. Finally, we also presented the financial aspects of our concepts, the cost and their KPIs.
Our strategy was to celebrate the History of Vogue, creating a new line of products. Creating a virtual Museum, introducing the Metaverse and building partnerships, we aimed to do this by educating on Vogue's history. The Strategy enabled more visibility, attracting a new target and reaching a younger audience. To raise awareness - re-enforce the storytelling and boost Vogue sales. We undertook an In-depth analysis of Conde Nast and Vogue's architecture, brand identity, target and customer profile and Gen Z analysis to create a concise plan of action for Vogue.
The MetaVogue Museum
To celebrate Vogue’s history, the first step was to educate the target audience about Vogue’s past. As we defined, Gen Z is not only a nostalgic generation but also a generation that loves interactivity. Also, using the metaverse would allow Vogue to give a futuristic and innovative image in the eyes of these consumers. Not to mention that by increasing consumer awareness, e-commerce sales of existing Vogue products would be boosted. The MetaVogue Museum was a virtual museum in the Metaverse, where anyone can log on and visit Vogue’s past. Users would experience a journey through time where they can navigate from the 1870's to the present day. Each stage of the museum was ten years long. Moreover, users could see the crucial articles of the time, the stars and celebrities, and the fashion and lifestyle that accompanied these dates.
Meta Gala
The MetGala is an event accessible only to the most elite of the elite. A big reason so many regular people idolise this event is the boundless opportunity for art and expression. Having complete freedom to interpret the theme, with unlimited access to all the wealth and resources needed, is exciting and intriguing. Moreover, MetaGala is a concept that would allow anyone to experience the famous MetGala virtually.
Vogue Fragrances & NFT Launch
We also designed the launch of a new line of luxury products: Vogue Fragrances. The concept consisted of each perfume representing a decade of Vogue's history, and, with purchase, the customer would also get the NFT of the fragrance and free access to the MetaVogue Museum. Each fragrance had its explicative booklet with a QR code that would allow holders of the perfume, on the one hand, to have the NFT of this perfume and, on the other hand, access the Vogue Metamuseum of the corresponding era of the perfume. The bottle design also represented the corresponding period. The fragrances would be available on the Vogue website, with buyers also able to buy those perfumes in cryptocurrencies.
Vogue X Assouline
The Vogue and Assouline strategy was designed to celebrate Vogue’s history while capturing the largest audience, especially the Z generation, we proposed the Vogue collaboration with Assouline to create a line of coffee table books retracing the brand’s history.
