Ch. 10 - Product Concept

A product is most often thought about as something physically tangible that the consumer owns and possesses such as a car, phone, or article of clothing. The true meaning of a product however is far more all encompassing and often includes less tangible examples such as ideas, services or even entire lifestyle or professional philosophies. The seemingly endless product concepts out there all fall under a specific product type classification meaning they can each be identified as a business product, consumer product, convenience product, shopping product, or specialty product. Vogue Magazine is somewhat unique in that it can be identified as almost all of these product types depending on who buys the magazine and for what purpose they use it. It is a business product in that it functions to perpetuate further sales through advertising and promotion of countless fashion and beauty goods. It is a consumer product because it satisfies individual wants and needs for many buyers. It is a convenience product in that it is inexpensive and calls for little shopping effort, and also in some cases a specialty product since many consumers rely specifically on Vogue for new fashion trends while often accepting no other magazine as a substitute. This clearly demonstrates the broad market appeal and unique flexibility Vogue has developed as a consumer product over the many years it has been in print.

Part of what keeps Vogue so firmly established as such a multifaceted product across the market is its iconic branding. For over a hundred years Vogue has grown exponentially thanks to the hard work of several gifted individuals that steered Vogue towards international recognition as a brand name in the fashion industry that continues to be an unflinching standard of excellence. This has built up tremendous brand loyalty on the part of Vogue readers and also from the many fashion and beauty businesses that work with vogue to perpetuate a high level of business synergy that keeps up the market buzz and excitement around both their products and Vogue Magazine. There is no doubt that the still expanding global branding strategies of Vogue will help maintain its strong position in the fashion market. As the fashion trade and developing economies continue to tighten mutually beneficial business futures there is little doubt that Vogue will expand its international branding presence even further into the global fashion arena.