PRINT APPEAL: Asian-Americans may read the same number of magazines per month, on average, as Americans overall (nine), but they’re a significantly more affluent and better-educated audience, making them prime pickings for media marketers,...
PRINT APPEAL: Asian-Americans may read the same number of magazines per month, on average, as Americans overall (nine), but they’re a significantly more affluent and better-educated audience, making them prime pickings for media marketers, according to the Magazine Publishers of America’s new Asian-American Market Profile. Roughly 80 percent of Asian-Americans, or approximately 9.5 million, are magazine readers who form a group with a median annual household income of $66,512 — 22 percent more than the $54,401 median income of all the country’s magazine readers. Nearly 80 percent of the Asian-American readers attended college, versus 55 percent of readers overall, and 50 percent of the Asian-American group have taken a bachelor’s degree or more, compared with 26 percent of all magazine users. In addition, one-third of Asian-American readers are single, against one-quarter of the broader group, making the cohort an attractive target for fashion and beauty marketers.
Newsweeklies lead the MPA’s list of five categories of magazines most popular among Asian-American adults, followed by general interest, women’s, home service and finance. Four women’s fashion and lifestyle titles made the demographic’s top 15: Marie Claire topped the list, with Asian-Americans accounting for 9.4 percent of its readership; BabyTalk Childbirth was ninth, with a 6.9 percent share; Harper’s Bazaar tied with Fast Company for 12th, with 6.4 percent, and Lucky ranked 13th, along with Inc., with 6.3 percent.
Curiously, although the presence of Chinese-born Houston Rockets superstar Yao Ming has stirred broad marketing appeal for various products among 15 Asian-American sub-groups, only one sports magazine makes the cohort’s list of favorites: Tennis, ranked fourth, with a 7.9 percent share of Asian-American readers. — V.S.
BEYOND HIP-HOP: What’s the next big youth culture wave? In trendspotter Irma Zandl’s view it’s cholo that’s coming into focus, an urban subculture with Mexican-American flavor. “On a scale of one to 10, we’re at about stage two in mainstream awareness and adoption,” Zandl said of cholo, which is Mexican slang for gangster and serves as a metaphor for a streetwise edge. “Hip-hop is at about 10. Cholo feels fresh and visually appealing — something we expect to be with us over the next 10 years,” Zandl told WWD.Cholo’s influence is being felt, for example, at such radio stations as New York’s Power 106, which features cholo rap on Sunday nights by artists like Mr. Shadow, Lil Rob and Spanish Fly; in the resurgence of low-rider cars and lucha libre (freestyle) wrestling, and in the East Los Angeles backdrop being appropriated by hipster magazines such as Paper for fashion shoots. Chola fashion hallmarks include bandannas, tracksuit pants, dark colors and, in general, a touch of the tomboy rather than flouncy girlie designs. “I’ve rarely seen a chola in a dress or skirt,” Zandl related. For the boys, it’s about clean, throwback looks: buzz cuts, khakis and Pendleton plaid wool shirts, which caught a youth wave 40 years ago, when The Beach Boys — originally named The Pendletones — made them part of their style signature. Recently, entertainers from Mary-Kate and Ashley Olsen to Christina Aguilera and Missy Elliott have been spotted sporting bandannas folded across the front of their heads, chola style. — V.S.
R - E - S - P - E - C - T: When it comes to deciding where to shop, a policy of treating customers respectfully, regardless of their race or ethnicity, was the number-one influence named by a nationally representative group of 1,081 African-Americans, with 84 percent citing it; 1,218 non-Hispanic whites, with 77 percent noting it, and 900 Hispanics, with 80 percent naming it. The result points to the way in which the country’s increasing diversity is affecting people’s attitudes about everything, including shopping. The research is part of a new Yankelovich Multicultural Marketing Study, the findings of which were summarized in the Atlanta-based market researcher’s Nov. 24 Monitor Minute newsletter.
Three additional attributes influencing shoppers were ranked by those polled: whether a store carries ethnic items, employs people who look like the respondents or has Spanish-speaking salespeople. The second most significant consideration for African-Americans was the availability of ethnic items, as 51 percent cited it, while Hispanics said it was the presence of Spanish-speaking salespeople, noted by 54 percent. Among non-Hispanic whites, all other factors ranked a distant second to respectful treatment of shoppers: The employment of people who look like the respondents ranked second, cited by only 16 percent, for instance. — V.S.
There'll be no rest for those headed to Europe for men's, as Paris just closed the gap with Milan. According to a provisional calendar released by the Chambre Syndicale, Paris Men's Week will now open a day earlier on January 16. See new highlights on the official lineup on WWD.com. #wwdnews #wwdfashion (📷: @kukukuba)
BREAKING: Jonathan Saunders is leaving @DVF. The designer has resigned from his position as chief creative officer of Diane von Furstenberg, the company said in a statement on Friday. At the time of his hire, von Furstenberg said Saunders’ arrival symbolized and facilitated her stepping back from the day-to-day duties that occupy the work of a full-time creative director. The British designer joined DVF in May 2016 and was in charge of all product categories. #wwdnews
For @versace_official’s spring ad campaign, the brand emphasized the archival prints from the spring tribute collection dedicated to the late Gianni Versace. Closing out the show were five of Gianni’s favorite models: Cindy, Naomi, Carla, Helena, and Claudia. Bowing on December 18, the new campaign is yet another tribute to supermodel-dom as the images by Steven Meisel are fronted by @iamnaomicampbell, @cturlington, @gisele and more. #wwdfashion
Four-time Oscar-nominated actress Annette Bening has been waiting 20 years to play Gloria Graham in "Film Stars Don't Die in Liverpool," which will be released on December 29. The movie about Graham – a Hollywood star known for her controversial relationship with a younger Englishman named Peter Turner – is based off a memoir Turned wrote. "She felt vulnerable to him, because she loved him, she really did love him. And anyone that we really truly are in love with, we re vulnerable to in a very deep way," said Bening. Read our full interview with the modern icon of an actress on WWD.com. #wwdeye (📷: @ninebagatelles; Styled by @cristinaehrlich)
The crisp white button down: a staple that can be dressed up or down and accessorized throughout the decades. Here, on a Art Basel-goer in 2017 on the left and on the iconic Audrey Hepburn in “Roman Holiday” in 1953 on the right. #tbt #wwdfashion (📷: Andrew Morales)
Known for her work with @victoriassecret, 25-year-old model @georgiafowler is raising her profile in Hollywood. Fowler stars in @vincecamuto’s holiday campaign, which launched in partnership with “Pitch Perfect 3.” “Almost every shoot with Vince Camuto, I’ve had to face a fear…It was definitely a challenge. I’m so grateful for it, though. I’ve always wanted to be a pop star, so that was the perfect chance,” Fowler said. Head to WWD.com to read about Fowler’s experience modeling, including at the #VSFashionShow, and her relationship with Nick Jonas. #wwdeye (📷: @jilliansollazzo)
EXCLUSIVE: Huda Kattan just became the first beauty influencer to land a major beauty deal. Kattan's business, @hudabeauty, has received a minority investment from private equity firm TSG Consumer Partners. The brand, which industry sources say is on track to do $200 million in retail sales for 2017, will receive support on product, retail and geographic expansion through the deal. Get all the details on the deal and read @_a_collins' interview with Kattan on WWD.com. Link in bio. (📷: @jgreenery) #wwdbeauty #wwdnews
Peruvian model @juanaburga_official – who is known for walking the runways of @rodarte, @viviennewestwood and @torybuch – is making the move to the big screen with drama “Los Últimos.” The film premiered in Argentina in November and arrives in the U.S. and Europe in 2018. On making the switch from modeling to acting, Burga told WWD: “It’s a completely different thing – a lot of people think it’s similar or try to connect things, especially like getting used to the camera or being looked at all the time or playing these different characrers, but film is a completely different story.” #wwdeye (📷: @jgreenery)
London’s newly opened @designmuseum will look back on the life and work of Azzedine Alaïa in a show that the designer helped to curate before he died of heart failure last month. The retrospective, which Alaïa had worked on with Mark Wilson, chief curator of the @groningermuseum, will look at the impact of his work worldwide. The show, “Azzedine Alaïa: The Couturier,” will run from May 10 to October 7. Read more about the exhibit on WWD.com #wwdnews #wwdfashion (📷: @zefashioninsider)