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High street, high end or just high expectations?

Posted in Media January 31st, 2007 by Nikki Preston

Condé  Nast, IPC and Emap are targeting me and more importantly my poor wallet. They want my readership and that of all UK women around the 15 to 45 age mark who are interested in fashion and style which, lets face it, is a high portion of us.

Whenever a gossip/style magazine comes into the office, several of us gather around to criticise or compliment the latest styles. This week we were umming and aahing over whether Jennifer Aniston has actually succumbed her nose to the knife and a pair of leopard print stilettos similar to ones Nicole Ritchie was spotted wearing (available at Dune and New Look for a mere twentieth of the price she probably paid).

Despite me thinking that high street retailers and other fashion brands would be queuing up to advertise on these new offerings, it surprised me that the preview copy of Look had adverts from cosmetic and entertainment companies and was exempt of any high street names. Perhaps Look, and the soon-to-be launched InStyle.com, will give them such a good endorsement when writing about their clothes that they can put their money in the bank instead of investing in multi-million pound marketing campaigns.

While Condé Nast claims it will showcase both high street and luxury high-end fashion, I can’t help but think that Look has got slightly confused about who its target market is and has failed to differentiate itself from Grazia more.

Grazia has secured a market that can afford Chlôe bags for £800, but Look’s younger market is more in the frame of mind that it would be stretched to pay £60 for a pair of jeans – so why on earth then did it feature some Rock & Republic jeans for £221 - not exactly high street prices! I suppose Look can be consoled that if it can’t draw readers through original editorial content - at least it can draw readers with a more attractive cover price.