Volv Concierge #44

Hi fam, Shannon here with this week’s newsletter edition.

Some housekeeping: Volv Concierge has a new look—it was long overdue. Let me know what you think!

This week, the US was rocked to its core by the assassination attempt on ex-President Trump. It has spawned an endless news cycle, ranging into questionable territory (read: BlueAnon to Trump's Cinderella moment), so I've got some other interesting articles that got buried in the noise.

I've also got a hot take: Vogue needs to pivot to a luxury brand. Read more…

📈 Articles you missed:

1. Beware of influencers — This one was trafficking followers trafficking followers

2. The dance moves that make men attractive to women

3. Fans are thirsting over JFK's grandson, and we don't blame them

4. A tomato has become a new status symbol

5. WATCH: TikTokers have invented a new 'cringe' meme

💅Vogue needs to pivot to a luxury brand

News broke last week that a sequel to 'The Devil Wears Prada' is in the works, focusing on Miranda Priestly as she navigates the declining magazine industry. Considering that Anna Wintour famously inspires the original film, I'm curious about how Anna plans to steer Vogue in the coming years, given the challenges in the publishing industry's evolving landscape: 

• Audiences for magazine companies decreased by 38.56% between 2019 and 2022. 

• Ad revenue in the industry has been steadily declining, from about $67.5 billion in 2015 to around $28 billion in 2021, as the ubiquity of social media has cut into advertising spending on which print has traditionally depended.

• Consumer spending on print has decreased by 36% over the past 10 years.

With this changing media landscape, magazines such as Rolling Stoneshave shut down print (RIP) and moved to digital distribution, as they now have to compete with social media and online-only magazines. Vogue has undergone a few transitions as well—it has scaled back to 10 issues a year and now prioritizes online content over print. 

Chasing trends rather than setting them

Over the years, Vogue has remained a benchmark of credibility, serving as a barometer of success for models or celebrities featured on the cover. A mention within its pages can propel emerging designers to international recognition. Vogue was known for its ability to set and forecast trends, with designers and consumers looking to it for guidance on what's next in fashion. However, their trendsetting influence has waned in the digital age, and they've been stuck chasing trends.

So, what happens now to the 'haute couture Bible'?

I mentioned the trend in a tweet last year: magazines are most definitely making a comeback. The entire world went through "digital fatigue" during the pandemic, which has quite possibly revived interest in print. But it's also attributed to Gen Z's analog preferences, as evident with the resurgence of vinyl and film cameras. For context, Kodak, a manufacturer of film and cameras that faced bankruptcy in 2013, declared a revenue of $1.12 billion last year.

Vogue still has the potential to recapture its iconic status. It needs editors who understand the art of curating and are adept at setting trends and capturing the zeitgeist, much like Outlander Magazine, which is deeply embedded in the culture. The fear of AI and algorithms eroding human uniqueness makes the need for human curators and cultivated insights more necessary than ever right now.

Pivot to premium

Let's be honest: The quality of a Vogue magazine today is lackluster, produced with inexpensive materials that starkly contrast with its contents. Vogue should reimagine itself by producing hardcover editions akin to coffee table books, recasting them as revered collector's items displayed in people's homes.

Additionally, they could introduce special edition coffee table books in collaboration with fashion houses like Schiaparelli, leveraging these as potent marketing tools with price points ranging from $100 to over $1,000, depending on the exclusivity of the content. Assouline books, priced between $100 and $15,000, demonstrate the potential for such a premium product.

Vogue's history chronicling fashion's evolution for over a century positions it perfectly for this transformation. By embracing this luxury format, Vogue would honor its legacy and elevate its status, ensuring it remains a coveted symbol of style.

✨ Vibes of the week

• Staying on theme - here are 3 magazines that are ‘in the culture’™: Apartamento, Cultured Magazine, Bricks Magazine

• For tips on how to have the perfect 'brat summer,' we turn to Georgia Rippin, founder of Kold Open, for this week's recommendations.

  1. Snow crab legs

  2. Buying rich children’s jewelry (i.e. 14K gold children’s jewelry on sale at Macy's) 

  3. Orchard Beach in the Bronx

  4. Crocs non-clog sandals as beach shoes - but walk fast so nobody sees the ‘Crocs’ logo thinly indented. 

  5. Tequila shots alongside your cocktail

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