MARIE CLAIRE’S MAKEOVER: Marie Claire U.K. has revamped its magazine and web site to boost its appeal and engagement with Millennial females, starting with the October issue, which hits newsstands today. The digital site will be unveiled on Tuesday.
“The media landscape is changing rapidly and there has been a change in our audience’s consumption of media as well as what she expects from brands,” deputy editor Miranda McMinn told WWD. “Our ‘Millennially minded audience’ demands content wherever she is and expects a brand aesthetic to flow through everything she consumes. For her, luxury comes from beautiful imagery, quality, time and space to think, looking and feeling stylish, cool and modern. She is inspired by designers such as Alessandro Michele at Gucci and Nicolas Ghesquière at Louis Vuitton, who are presenting a much more creative and individualist approach to fashion. We see a space in the market for a new aesthetic of luxury — away from stuffy traditional definitions, but not an edgy or grungy version of luxury. A design that is grown up, beautiful, elegant and smart.”
The design refresh under new creative director Phoebe Sing sees the print title move in a direction that is “more artistic, creative and colorful and reflects a cooler, edgier mood in luxury fashion,” said McMinn.
“This is not just about core Millennials but also about the “Millennially minded,” said McMinn.“That mind-set is encapsulated by Phoebe Sing. Phoebe is a leading creative talent, working previously at Elle and InStyle, where she scooped up the BSME’s Best Designer at the Rising Star award, before joining Marie Claire as creative director. As a 28-year-old Millennially minded and successful women herself, she is creating content as she would consume it, in a design aesthetic that reflects the modern mind-set.”
On the web front, they have added new categories to amp up its online content including interiors and lifestyle. In addition, they have expanded its digital team of editors for fashion, beauty and multimedia.
“From September we move onto our new digital platform offering a cleaner, more premium feel for showcasing beautiful imagery and brilliant editorial,” said McMinn. “The platform was designed from the mobile first, as we know this is where the majority of audience views the site, but it’s fully responsive and intuitively fits to any screen size. To achieve our ambitious targets we have trebled the size of the digital team, and our new hires include dedicated beauty, fashion and news editors, plus a social manager and multimedia editor.
“We’ve already seen huge successes from the team,” McMinn added. “They produce more video content for Facebook — they produced 60 videos including Facebook Live, in the month of June compared to four in January, and we saw video views increase 700 percent and engagement with Marie Claire content smash over 11 million. “
Marie Claire U.K. is published by Time Inc. U.K. The monthly publication is priced at 3.99 pounds, or $5.29, with a circulation of 165,362 print and digital combined.