WIth the decline of print, one wonders how a 145 year old American fashion magazine stays relative in a digital world? Harper’s Bazaar is the first American voice of fashion by assembling photographers, artists, designers and writers to deliver a “sophisticated” perspective into the world of fashion, beauty and popular culture on a monthly basis since 1867. From victorian style (1898) to Beyonce baby news (2011), Harper’s Bazaar pretty much has it all covered.
So what do you do when magazines to newspapers are shrinking paper size and reducing the amount of print editions. You create a focus group + store meets vintage aficionado and anticounterfeiting campaign online … but you label it something else.
THE LEADERS: An exclusive network of Harper’s Bazaar’s most influential, well-connected and fashionable readers. Here as with every social network, this online group receives exclusive access to events and promotions. You have the chance to be featured online or in the magazine, test the latest fashion and beauty products, host advertiser-sponsored parties for your friends and of course connect with other Harper’s Bazaar enthusiasts across the country. Truly a focus group marketers dream! Not only do you compile a database of all your hard-core readers but also are capable of reaching out to them with one click.
Ultimate Bazaar: They’ve previewed all the latest collections in fashion and beauty to accessories and hand-selected the season’s standouts. Technically an online store but the difference here is that $650 Bulova Amboise watch or the $29.99, Missoni for Target flats wouldn’t be under your radar if it wasn’t for this one stop shopping cart.
Art.com: Technically not on Harper’s Bazaar’s site but promoted all thru the print magazine is a vintage aficionados haven. On Art.com you can purchase pop art, post impression, abstract art and now in line with Harper’s Bazaar’s online strategy, you can purchase a Harper’s Bazaars July 1916 Magazine Cover in poster size for $19.99.
FakesAreNeverinFashion.com: Tell that to all the tourist trampling over each other on Canal St. for a “Louis Vuuutton.” Harper’s Bazaar has launched a public service campaign dedicated to exposing the criminal activities connected to the sale of counterfeit luxury goods. From child labor, drug trafficking and even terrorism, Harper’s Bazaar wants you to know that the real thing is always better then a fake. It has launched a summit, a blog, online/print ads and even a request for readers to send their “fakies” to the magazine. From a public relations and keyword search perspective, it definitely gets people talking online.
Harper’s Bazaar has taken their reputation and audience past magazine pages into the digital realm. You can share, purchase and connect fashionably, proving Harper’s Bazaar’s online strategy is the key to surviving the digital evolution of print.