Wonderland

VIVID

Wonderland’s Communication

Despite Wonderland’s audience being the millennials, targeting generation Z and Alpha will be key to their future success. Inspiring both affluent men and women through all popular culture: fashion, music, art, and film, whilst showcasing the positive and playful elements of the fashion industry with their striking imagery capturing the zeitgeist for current and future generations (About, n.d). The name ‘Wonderland’ reflects the magazine, being a place people aspire to be, they want their readers to see the glamorous lifestyles of celebrities and admire the editorials and feel inspired rather than dictated. The idea behind Wonderland was to move away from the stereotypical ‘male’ or ‘female’ targeted publications. Huw Gwyther (creator of Wonderland) stated their aims for Wonderland was to create an “important modern brand that will quickly become synonymous with good taste, style, and originality, overflowing with the kind of information one might expect from a discerning friend” – Huw Gwyther (Dragon’s Den, 2020).

The magazine is a high quality, contemporary and luxury magazine. Their price point is £9.95. whereas their competitors, being the likes of Vogue, have a lower price point. They feature advertising from luxury and couture brands such as Chanel, Gucci, Prada and Cartier, which are just a few examples. One aspect that stood out to me was their eye-catching imagery, consistently using vivid lighting across their editorials. These images consist of dark backgrounds with a soft light that adds a pop of colour and makes the image striking. The imagery inside the magazine stands out from other magazines on the market, with the fonts and colours being eye- catching. Rather than using stereotypical magazine fonts, Wonderland explores innovative and unique fonts that add a playful element to the magazine, which could be key to targeting the new generation Alpha being an open minded and tech savvy generation. (Wearesaintlaurent, 2016).