Presented by
Ihsane El Ghazouani and Altynai Abdilova
Vanity Fair France It is a magazine of popular culture, fashion and currents affairs published monthly by Condé Nast. Each issue cost 3€95. Vanity Fair France’s first issue arrived in June 2013, teeming with investigative journalism and fashion designed to engage readers. Neither exclusively a news magazine, nor a women’s magazine, fashion or consumer title, Vanity Fair brings together elements that are often considered incompatible. It offers its readers a series of intellectual articles about personalities from show business, politics and fashion. The magazine provides lavish covers and fullpage portraits of current celebrities.
Condé Montrose Nast began his empire by purchasing the men’s fashion magazine Dress in 1913. He renamed the magazine Dress and Vanity Fair and published four issues in 1913. It continued to thrive into the twenties. However, Condé Nast announced in December 1935 that Vanity Fair would be folded into Vogue as of the March 1936 issue. In June 1981 the magazine was revived. The first issue was published in February 1983.
Amongst the most famous covers was the August 1991 Leibovitz cover featuring a naked, pregnant Demi Moore, an image entitled More Demi Moore that to this day holds a spot in pop culture. In addition to its controversial photography, the magazine also prints articles on a variety of topics. The magazine also features candid interviews with celebrities, including a monthly Proust Questionnaire.
There have been editions for four European countries as well as the US edition.
Not all of Vanity Fair’s European editions have thrived. A German Vanity Fair, begun in 2007, was shut down two years later. Some analysts said at the time that German readers, used to getting their celebrity news from Bild, a masscirculation newspaper, were not prepared for a highend glossy like Vanity Fair, where celebrity tittle-tattle shares space with investigative articles.
FRENCH MARKET The French market magazine is a crowded one. Circulation is down and advertising is shrinking for French magazines. Condé Nast launches a French edition of Vanity Fair to engage a new market and expand its trademark style of journalism to different regions of the world. Vanity Fair occupies a niche that doesn’t really exist now. The French Vanity Fair aims to be a transatlantic magazine. Maintaining its US roots, the French Vanity Fair editorial line, reflects what contributes to France’s unique international reputation.
Generic market Leisure / Paper magazine Main market Books, newspaper Substitute market Digital reading, tablets, cinema, TV Support market Paper factory, printing manufactories, high fashion brands, kiosks, consumers Market Shares The 1rst issue had a goal of 100 000 examples to be sold.
DISTRIBUTION The advertising agency Gabriel spearheaded the communications campaign, which tapered in intensity as the magazine establishes itself.
“Glossy on the outside, gritty on the inside� has been employed as the phrase that encompasses what Vanity Fair stands.
Analysts said that by adding a French presence, Vanity Fair might increase its international appeal to luxury advertisers at a time when more of them are managing global campaigns.
ENVIRONMENT The French magazine market is not driven by the economy as much as by the offer that is available. While newspapers struggle in France, magazines remain popular, and there is a proliferation of titles covering news and fashion.
There is no direct competitor to Vanity Fair, though one French institution, the weekly Paris Match, covers a similarly broad range of topics, including news and celebrities. There is also M, Le Monde magazine, or Obsession, which belongs to the Nouvel Observateur. The indirect competition may be blogs, books, TV, radio.
MAPPING
PORTER’S 5 FORCES
Intensity of competition > 90% competition Threat of new entrants > Vanity Fair has been the last entrant to the market magazine, so for now there is no new entrants threathing it in the market. Threat of substitutes > Vanity Fair as a paper magazine can be threatned by the digital magazines and blogs. Bargaining power of costumers > 90/10. A kioske can decide not to sell Vanity Fair, what makes the seller and customer more powerful than the magazine itself. Bargaining power of suppliers > 10/90 Vanity faire needs paper and journalists to make the magazine monthly, as paper manufatures are easy to found, Vanity Fair keep the power.
P.E.S.T.E.L Politic Form of the state: Semi-presidential unitary constitutional
republic
President: Francois Hollande Prime Minister: Manuel Valls France is a developed country; the political environment there is stable in the sense that there is no political trouble, no war, no political crisis, and no conflict; this is a good factor, which can attract investors and new business entry. The government has fixed an investment limit of 1 500 000 Euros for foreign enterprises. In fact the government has elucidated a precise list of tax or mandatory contributions, which have to be paid by business people in France. The government of France has no any control on religions or culture; there is no policy stated by the government to restrict any new entry of any business, which is not matching, with the belief of the French population.
Economic France is a member of the Group of 7 (formerly G8) leading industrialized countries, it is ranked as the world’s seventh largest and the EU’s second largest economy by purchasing power parity. With 39 of the 500 biggest companies in the world in 2010, France ranks fourth in the Fortune Global 500, ahead of Germany and the UK.
Socio-cultural French population: 66 616 416. The age structures of France population are 0-4years 18.5%; 15-64 years 65% and 65 years above have 16.5%. The population growth rate of France is 0.549%. The life expectancy of France, male average age is 77.78 years and female average age is 84.34 years. The literacy rate of France has 99% of total population. France is highly developing country there are 75 percent of the people staying in the cities. There are two languages spoken by people one as French and another is Catalan. The French people are very proud of their language, which is famous worldwide and also shown their identity. The French people share a great passion of food. France is vey famous for cuisine, wines and cheese.
Technological France has an excellent scientific and technological environment. As being the world’s 4th industrial power, one of the world leader in space technology, in nuclear energy, in computer engineering, in environmental protection. All the credit France owes to its quality education system, which includes 230 engineering colleges and 87 universities, which are well known for their research. Technological and industrial growth funded by the government helps in increasing the standard of living of people. The technological index of France is 4.65.
Ecological and Environmental In France, forest covers about 30.3% of land. France is the first country to have a separate ministry for environment. France is been ranked 17th for carbon dioxide emission.
Legal Hiring: Written contracts are mandatory to all grades and levels. It should be in French. Firing: cannot be removed unless the organization specifies one of the claws mentioned in the French law Taxation: The current standard rate is at 19.6%. The reduced rate (for food and books) is 5.5%. A specific rate of 2.1 % applies only to the drugs taken in charge by the Social Security.
French culture is defined by its richness and the connectivity between all different parts of culture. The French are huge consumers of magazines. The French are the biggest magazine readers in the world. Very often in France, politics, style, cinema and business all intersect in casual conversations, which makes Vanity Fair a natural fit for the French affluent audience. France is a sophisticated country, where people like long stories and great pictures, which is exactly what Vanity Fair is going to do with a high touch of impertinence, which is typically French.
Its audience is an educated, affluent group of people that wish to cultivate their diversity of interests. In France, CondÊ Nast is targeting readers over 35 who are already consumers of other magazines but don’t find the right mix of investigation and glamour in them. The target audience is 65% female, although Vanity Fair is not defined as a women’s magazine.
SEGMENTATION Macro French magazine readers Micro Educated, cultivated audience