Chapter 90 Unique
“GQ”, what is its positioning?
In recent years, "GQ" has firmly established itself in the fiercely competitive magazine market by relying on the visual blockbusters of many male actors.
But when it comes to the exact content and creativity of fashion, trends, brand positioning, etc., the impression in my mind is extremely vague, and I even have no memory.
So.
When people mention this magazine, its popularity exists objectively; but when discussing its influence, it is lackluster and blank.
This is also a topic of "GQ". They hope to have a voice and influence in the field of men's fashion. Even if they cannot catch up with "fashion" and "her", they should still be with "charm" , "Harper's Bazaar", etc. stand on the same level and establish their own status.
However, this is easier said than done?
Fashion is a palm-sized circle where the same people come and go. It is even smaller than Hollywood. It is not easy to break the existing order.
For example, now.
"Who?"
"Vogue" magazine editor-in-chief Anna-Wintour, a legend in the field of fashion, has brought this magazine into a new era since she officially became the editor-in-chief of "Vogue" in 1988. A new realm, known as the "Fashion Bible", truly created an era.
The movie "The Devil Wears Prada" was later created based on her. Now Anna is undoubtedly standing at the highest point of the fashion circle pyramid.
So, she is qualified to be arrogant, and at the same time, this is also her consistent style.
Anna doubted her ears and looked at the assistant——
This is already the fifth assistant within a month. Anna doesn't remember her name at all. One look is enough to make the girl tremble, although she has no idea what went wrong.
“‘GQ’.” The assistant repeated.
On Friday morning, no one expected that the biggest talking point in the entire New York fashion circle would be "GQ". To be precise, it was not just New York. This hot trend came from the West Coast all the way across the entire continent. East Coast.
The fashion circle has been particularly keen and noticed the changes immediately.
Anna's face was expressionless, a little "GQ" did not require her to be angry at all.
"Where's the magazine?"
With one sentence, the assistant immediately placed the magazine on Anna's desk, and then the assistant exited the office, leaving Anna's space to work.
Anna immediately started reading.
Boring. boring. Still boring.
Everything is the same as the impression of "GQ". It seems that the content of each issue is adjusted and changed, but the essence is the same. It never dares to break the frame. The editorial department has no awareness of the changes in trends. Ability, over and over again, you can only rely on the actor's charm to attract readers. From this point of view, he is no different from a "playboy", except that he wears more clothes.
This shouldn't be a fashionable way to open it.
In Anna's view, "GQ" is just a magazine, but not a fashion magazine.
Then.
The action stopped.
Anna saw the Anson series of photos, glanced at them, then turned them over, then turned them over again, and looked at them again. She was a little surprised and a little scrutinized, and her expressionless face showed no emotion at all. .
But there was one thing that made her stay here for a long time.
Who would have thought that the June issue of "GQ" would even alarm Anna Wintour?
In fact, some clues can be seen in the sales figures.
In the North American continent in 2000, magazine sales figures were still very impressive. The first-tier "Fashion" and "Her" sales could reach 400,000 or even 450,000 or more per issue. In fifteen years In the post-Internet era, the number is almost unimaginable; even "GQ" has a stable market, with sales of each issue stable at around 300,000.
And this time, "GQ" started a beautiful battle.
The first batch of shipments has already reached 250,000. After all, Hugh Jackman's cover and Brad Pitt's suit feature are the guarantee of credibility; but the number did not exceed 300,000 because of the fierce competition in the summer season. Big magazines go to great lengths to win over their readers.
Major bookstores, newsstands, shippers, etc. also need to wait and see the market, and then wait for the second batch of replenishment. This is the bayonet moment. However, the sales speed far exceeded expectations. People thought that the two handsome men Hugh Jackman and Brad Pitt had successfully stimulated the market. The second batch of shipments once again placed 80,000 orders in one go.
Very gratifying.
It was at this time that "GQ" attracted the attention of the entire fashion circle.
Later, at a party, Anna Wintour unexpectedly met the editor-in-chief of "GQ". Anna said, "Anson's style is very tasteful."
One stone stirs up a thousand waves.
In fact, before Anna, the fashion circle had already recognized the "GQ" attempt, but now it has gone a step further, and even Anna is looking askance.
The combination of suit and skateboard shoes is a small breakthrough and innovation.
Wearing suits, skateboarding and playing basketball, this clashes with the eclectic style.
From this matching style, you can feel the cultural trend at the turn of the millennium, the admiration for individuality, freedom, mix and match, and exception. Just like rock and roll entering the punk era, everyone's colors are breaking away from traditional Restraint and get more display platforms.
What really gives life to the look is the model... and the photographer who captures the model.
The two are intertwined and indispensable. In the end, they collide and spark, and then the scene before you is achieved.
Actually, what really makes Anna curious is, is this an accident or a manifestation of strength?
If it is the former, there are countless cases in the fashion circle, and there are more than one or two unintentional cases; but if it is the latter, maybe "GQ" can indeed make some waves in the field of men's fashion.
In addition, whether it is the former or the latter, how "GQ" discovered Anson and tapped Anson's potential is also a detail worth paying attention to.
In the field of fashion, not only designers, but also magazine editors need their own muse. A model who can give life to the style is particularly precious, and it is the same for designers, stylists, and editors. .
Just like Kate-Moss, she meets once in ten years and gives a new color to the fashion of the 1990s with her unique temperament, slender, decadent, thin, depressed but deadly Gray, between black and white, completely changes the trend of the trend.
Fashion has made Kate Moss, but similarly, Kate Moss has also made the fashion of an era.
So, what exactly did Bruce Douglas capture in Anson? Because Anna also captured the same temperament from the photos.
What Anna pays attention to is not a set of looks and a set of photos, but the industry phenomenon and development context.
But, does it matter?
Not important.
For others, the only thing that mattered was that Anna noticed "GQ" for the first time, and that was enough.
The waves, ripples, spread layer by layer, and then got out of control.
After two shipments, the sales volume of "GQ" has hit the ceiling. However, they never expected that major dealers would apply for a third shipment. Wave after wave of craze spread in a retro way. Come.
Fifty thousand!
The third shipment, even though the sales volume has reached its limit, there is actually a third shipment, and "GQ" incredibly shipped another 50,000 units.
This also means that the magazine’s sales are rushing towards the 400,000 threshold. Although it failed to reach 400,000 in the end, it is incredible.
Shocked!
sensation!
Hot discussion!
So, because of Hugh Jackman and Brad Pitt?
No.
"Anson-Wood".
First update.
(End of this chapter)