Issue 1 2019
complimentary gift Logo by The Body Shop
Content Marketing Goal SMART Targeting & Positioning SWOT Product 3 Ps
Our team, which sadly includes me only at this
moment, is going to bring you excitement every season. Fashion information will also be updated even faster than fast fashion. As a personal marketing plan, I want this to be a tool to plan out my future, as well as showing my editing skills, including photoshop, Illustrator as well as InDesign!
cover Oxford coat from I.T. Shorts from H&M Socks from GU Shoes from Dr. Martens
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Publisher ABC Publishing
Introduction The magazine "Local" is different from the rest of the magazine that you can find in the market, it will be a new sensation to the local fashion magazine industry, providing readers a brandnew fashion experience.
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Photography: Dan Tse Model: Leong Vincent Yin Chun
Manger Editor Vincent Leong Associated Editor Vincent Leong Photography Dan Tse Vincent Leong Model Vicnent Leong vincentlycleong@gmail. com
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Marketing Goal 5 Years Plan X SMART ANALYSIS WORDS BY VINCENT PHOTO BY VINCENT
1: Being an intern at a local fashion magazine. 2: A fulltime fashion blogger and a fashion magazine editor. 3: Senior fashion magazine editor. 4: Senior fashion magazine editor with ample of interviews and fashion week experience.
I have always been a fan of fashion since I was in a very young age, being inspired and fascinated by a lot of amazing designers, local or global. However, as puberty hit, I realized that I can never be in the fashion industry as a model, w i t h m y a v e ra g e A s i a n height. Together with my experience in the editorial board, I started to grow my interest in being a fashion magazine editor, or even more, start my own fashion magazine.
giving you my plan of my d re a m , t h e d re a m t h at is achievable--- build an editorial board and publish my fashion magazine. As part of my dream, I want to offer and report the latest fashion trend and promote the fashion brand to my target readers. So, my core product is my articles that I wrote for fashion. Earning at least $20,000 a month hopefully and gain 200,000 followers on Instagram and Facebook.
Th e re f o re , t o d a y, I a m My five years plan can be
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5: Build an editorial team and publish my own fashion magazine. The next part of my marketing plan will be focuses on the
Performance Profitability
Measure Money
C u s t o m e r Satisfaction Rating Satisfaction Comments Likes Followers Reputation Accessibility
Workplace
Target Level $18000
Time Frame One Year
8 out of 10 Two to three Years Over 200 comments Over 300 Likes 1.5K
Comments Over 200 comments Two to three years Likes Over 300 Likes 1.5K Followers How many wesites 200 convient stores Each month and convient stores and 100 book stores. will be magazine be 1 on ISSUU, 20 on out in. social media. Whether or not I get S h a n g h a i f a s h i o n 1 year sent to fashion week week outside Hong Kong N e w Yo r k f a s h i o n 2 year week 4 year Paris fashion week
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My modeling photo
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Targeting Unlike Elle, Cosmo and Milk only target on high fashion and rich customers. Therefore, my articles target customers are teenagers who are desperate for fashion advices and styling ideas. Their age will be around 13 to 30 years old, and not only focusing on girl's fashion, as most of the fashion contents only talk about girl/ women fashion and I want my articles can be beneficial to male too. You may say, having my segment set on teenagers is doomed to be profitable. Well take Teen Vogue as example, it is a magazine by Vogue that is only focusing on teens, and it is very popular and worth reading for the adolescents who love fashion. With the success on Teen Vogue and the great market on teen’s fashion, I am positive that my magazine will be profitable.
Competitors My key competitors will be classic and experienced fashion magazine, to name a few like Elle, Teen Vogue and Cosmo. They have taken over the market for a very long period of time, and their editors are with experience and fashion sense.
Points of Different
Points of Parity
My magazine not just focus on high fashion and fashion from the western countries, but on the local brands like “Demo men fashion” and “Kevyiu”, which can help promoting the local fashion business. Besides, I will also introduce some cheap fashion tips like shops and vintage boutique.
I must have a good eye for local and international fashion, as people will not buy any of my ideas or read any content in my magazine that is with low sense in fashion. I should also have a sound knowledge in fashion and garment like the weft and warp and dying techniques.
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SWOT Analysis
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1: A good fashion sense that my peers don't have. 2: Enjoy watching high fashion show, which make my exposure wider than my peer. 3: Good language skills make me able to talk to people from different countries (good for fashion week.) 4: Advanced Photoshop and InDesign skills.
1: I don't have a fashion marketing/ design background, which make me weaker than people who have the qualification. 2: I am not familiar with the local designers' trend.
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A s a n n o u n c e d o n t h e H o n g Ko n g Government website(2018), it is said that the government plans to launch a design and fashion project in Sham Shui Po, aims to nurture new generation of fashion designers, with the support by the government. Hopefully there will be more local designers appear in the future, so that,
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there will be more successful designers as cases to report. And the fashion industry in Hong Kong will be blossomed. This policy is essential as it only cater for the Hong Kong designers, as a result, magazine that only focus on the local fashion industry like me, will be the expert in this field by then.
With the advanced t e c h n o l o g y, H o n g Ko n g Pe o p l e a r e b u y i n g l e s s printed publications, and all went for digital magazines or e-books nowadays. According to a finding done by IPSO, it shows that starting from 2015, Hong Kong people are buying less publications from 5.42 million to 5.35 million in 2017)
The reading environment has never been great in Hong Ko n g , n o t e v e n w i t h t h e promotion done by the Hong Kong Government. Therefore, it is really hard to enhance the reading habit among Hong Kong citizens in short time, by some policies.
This is a threat to traditional media companies, as our sales may be less than it was before.
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Logo reserved by Dr. Martens
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My Product The core product will be my articles obviously, and my actual product can come in different form.
A s f o r h a rd c o p y, w h i c h means the tradition publication, each issue, I will introduce a local artist
or designer to share his or her fashion aesthetic. Their work will be shown on the c o v e r o f t h e b o o k . Th e cover photo will be selected p u r p o s e l y b y t h e t ea m , which means me so far, in order to attract teenagers to buy it.
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The
digital version of my
magazine, will be uploaded on to the free online magazine website named: ISSUU, the full access of the digital version is only for those who have paid, for free trail customers, they are only allowed to see few pages.
Augmented Product will be free
samples like facial products will be randomly given to attract customers to buy my magazine. Local shops’ coupon will also be distributed in my magazine to promote and support local fashion industry.
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Promotion /
Like Many other fashion magazines, my magazine will also be using social media as one of my promotional platforms. By using the promotional function on Instagram and Facebook, I can easily approach my target customers by taking the advantage of the data base in the social media platform. It is very rare to see a magazine having displaying advertising banners on street, people buy a magazine, mainly because they want to read the fashion content, in other words, fashion magazine, is not designed for general public anyways, instead, it has its set target customers. Therefore, there is no need to waste resources on setting advertisement in public areas.
Place
/ The hard copy of my magazine can be sold in selected convenient stores (like branches that are near schools and designing institutions e.g. HKDI), where there will be more target customers goes by. My magazine will also be sent to different University’s library, like what ELLE does, they sent some of their magazines to the HKBU library, as leisure books for students to peruse. In that case, the exposure of my magazines and article will be wider than my competitors who do not do that.
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Price
/ The hardcopy of my magazine will be HKD$20 which the price is right between the cheapest and the most expensive fashion magazine. The price will be change depends on what samples I am sending out. The digital magazine on the other hand only cost $10, and the price will be change depends on the shipping cost of the samples that I am giving that issue.
Conclusion
/ This report illustrated how do I see myself in five years with specific data support and analysis, hope you enjoy reading it as much as I am doing it right now. This is by far the most interesting report I have ever done in the university, it gives me freedom to create what I have been trying to do these years. I have put a lot of effort in typesetting and editing all the photo. The making process of this report takes up 5 days to plan and two weeks to work on the computer by using Adobe InDesign and no existed template has been used in this report. Hope I can stick to what I have planned and at least be a fashion magazine editor if not a boss.
All photos and digital works reserved by Vincent Leong unless it is cited. HKSAR Government. (2018), Government to launch design and fashion project in Sham Shui Po (with photo), GOVHK, retrieved from: https://www.info.gov.hk/gia/ general/201801/09/P2018010900447.htm 會 , 稽 . (2018). 傅霾澈：紙媒已經度過寒冬了嗎？ . Retrieved from http://www. thinkhk.com/article/2017-12/15/24757.html
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