Ch. 8 – Segmenting and Targeting Markets

In order to really succeed in the fierce game of competition that constitutes business today, smart companies must understand exactly what kind of consumers their target customers really are. To accurately understand the identity of these customers many companies use market segmentation. Market segmentation is aggressively implemented by today’s top market researchers to help companies understand, as well as possible, the various potential sections of their consumer base.

Vogue Magazine has adopted its target markets based on geo-demographic segmentation indicating that those who are truly interested in fashion and beauty are most likely upper class women. The contents of Vogue don’t just deal with beauty and aesthetic concerns, but also addresses the topics of contemporary art and social issues as they concern the specific target market of upper class women.

To answer increasingly diverse customer demands and accommodate expanding markets, Vogue has worked hard towards publishing editions in 18 countries around the world. These various editions are written in the target geo-demographic native language of each target region. Vogue has also diversified magazine content in new editions aimed at emerging segments of the market via publications such as Teen Vogue, Vogue Living, and Vogue Entertainment + Travel. Furthermore, each country’s respective Vogue office continues to establish even more target market specific editions of Vogue within those various countries, that cater to the unique needs and demands of their own even more region specific local domestic consumer types. This ensures that Vogue Magazine reaches more and more readers in countless market niches the world over as market researchers continue to better understand the millions of potential customers waiting out there, along their varied and uniquely diverse consumer needs.