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Vogue in Britain: Authenticity and the creation of competitive advantage in the UK magazine industry

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  • Howard Cox
  • Simon Mowatt

Abstract

By 1914 the leading British magazine publishers had successfully launched a range of popular weekly titles for female readers which focused on everyday women's fashions. In contrast, the British operations of American publishers Hearst and Cond� Nast sought to develop high-quality magazines designed to attract affluent consumers -- and the advertisers who sought to reach these readers. This paper argues that the success of Cond� Nast's Vogue depended on two main factors: gaining authenticity in the world of high fashion and forming close relations with their customers -- both readers and advertisers -- using market research and promotion techniques transferred from the United States.

Suggested Citation

  • Howard Cox & Simon Mowatt, 2012. "Vogue in Britain: Authenticity and the creation of competitive advantage in the UK magazine industry," Business History, Taylor & Francis Journals, vol. 54(1), pages 67-87, February.
    • Handle: RePEc:taf:bushst:v:54:y:2012:i:1:p:67-87
    DOI: 10.1080/00076791.2011.617209
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