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Vogue Paris revamps mobile offerings to include site, new platforms

April 23, 2012

The new Vogue Paris mobile site

In coordination with new language offerings on its site, Vogue Paris is revamping its mobile efforts this week with the relaunch of its iPhone application in addition to an optimized site and apps for Android and iPad.

The publication aims to develop a presence across all digital platforms, with a particular focus on social media. The mobile efforts launched this week include a retooled iPhone app that mirrors a new mobile site, in addition to Android and iPad versions to soon follow.

“We aim to give fans of the brand the ability to access their favorite content at any time and to share it with their networks,” said Sarah Herz, digital director of Condé Nast France, Paris.

“In relaunching the app, we will ensure continuity for the new brand identity on mobile platforms,” she said. “Mobile users will have the same visual and content in the new smartphone-optimized version of the site.

“Our aim is to capitalize on the significant number of users on the first version of the application.”

New offers
Vogue Paris’ old app saw more than 300,000 downloads.

The old Vogue Paris app

The new version offers a selection of exclusive content that is uploaded every day. This will make Vogue Paris the digital reference for fashion and trends, per the publication.

New content includes model highlights, designer collections, look books and beauty tips.

In addition to the updated iPhone app, Vogue plans on releasing an app for the Android later this year that will reveal all of the same content as the Apple version.

New Vogue Paris iPhone app

Consumers can also expect a monthly-updated iPad app with push notifications to alert them when new content is available.

Paris Vogue plans to capitalize on the number of its downloads and to raise the number even higher with the implementation of a CRM strategy using push notifications, per Ms. Herz.

These efforts will all be complemented by the newly-launched Vogue.fr mobile-optimized site for consumers who do not have iPhones or Androids.

The new Vogue paris mobile site

Not socially awkward
Vogue Paris is continuing to offer constant content to a worldwide audience through these new mobile offerings.

The publication offered an English language option on its Web site last week in a move that is sure to attract global readers (see story).

Vogue Paris is also building its social media presence.

“We launched the Vogue social reader recently to capitalize on our Facebook community to offer users a new social reading experience,” Ms. Herz said. “It is now available on all mobile devices.

“To further strengthen Vogue’s social mobile ecosystem, we are working to implement Facebook’s Open Graph on the mobile site and iPhone app,” she said.

Vogue Paris is also planning on launching an English version of the iPhone app at the end of the first half of the year.

This move will help Vogue Paris to strengthen the brand’s international dimension on digital platforms, Ms. Herz said.

Consumers should expect to see much more mobile activity from Vogue Paris in the future.

“Vogue is particularly legitimate in the way we cover certain key events,” Ms. Herz said. “In complement to the main smartphone app, we are planning to develop other service and events-based apps, to take our presence wider and offer advertisers an innovative, original presence.”

Final Take
Rachel Lamb, associate reporter on Luxury Daily, New York

Rachel Lamb is an associate reporter on Luxury Daily. Her beats are apparel and accessories, arts and entertainment, education, food and beverage, fragrance and personal care, government, healthcare, home furnishings, jewelry, legal/privacy and nonprofits. Reach her at rachel@napean.com.