Elle magazine’s differenciat

ed marketing

SUMMARY

PRESENTATIONINTERNATIONAL POSITIONING

ADAPTED MARKETING STRATEGY

PRESENTATION Today, it is the world’s largest

fashion magazine 43 international editions in over 60

countries Elle reaches over 21 million readers Elle's audience are women between

the ages of 18 and 49 Technologically speaking, the Elle

brand is a global network encompassing over 33 websites

INTERNATIONAL POSTITIONING

Elle is a worldwide lifestyle magazine

Focuses on fashion, beauty, health, and entertainment

Composed of quality reports and images

Elles's mission is to inform and entertain women with intelligence and optimism

ADAPTED MARKETING

To conquer new market, the magazine has adapted its models

This strategy allows the title to decline in local versions adapted to the culture of each country

Colors

According to different cultures and eras, colors can have different meanings

Chinese consumers are generally more attracted by bright and brilliant colors

However in France Elle magazine essentially uses red and roses fonts for her covers

These colors generally represent love, femininity, passion…

Morals

Canons of beauty

Beauty is a universal concept. She has no boundaries but do not have the same meaning in different countries

Customs, culture, traditions and even the women’s social status disrupt components of beauty items.

For Western, we found in most Hollywood blond, light eyes, fine nose, tan and false mess hair up.

For Asian, references are women with very thin body, perfectly white skin, long hair and almond eyes, youth troubling.

On the contrary, Afrincan standards for beauty are far removed from ours. Big woman are more appreciated beacause they are considered to be well fed, in good health, and so easy.