Quotable | Anna Wintour says she wants to enhance and protect Vogue which is a global brand like Nike or Coca-Cola

Anna's Army | Source: WSJ

With all the new media outlets out there, with all the noise, a voice of authority and calm like Vogue becomes more important than ever. The more eyes on fashion, the more opinions about fashion, the more exploration of fashion around the world, the better it is for Vogue. Vogue is like Nike or Coca-Cola—this huge global brand. I want to enhance it, I want to protect it, and I want it to be part of the conversation.”

Anna Wintour, Editor-in-Chief of American Vogue, in the April 2011 issue of WSJ Magazine

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  1. Well, if you wish to converse… you should probably stop deciding your content upon what your advertisers say. To compare Vogue to coca-cola or Nike is one hell of a self-advocated remark too… Vogue communicates to the masses that are driven with whatever is ‘current’. There will always be an independent market, it’s the same in any industry… you can’t just dismiss them because they’re not as big as you separately, collectively they are most entitled to their position within the market.

    moi from Exeter, Devon, United Kingdom
  2. I’m not sure how her words “voice of authority” and “conversation” are even linked together. A real “conversation” involves mutual listening and understanding whereas a “voice of authority” involved an uneven leverage on one side… Contradictory?

  3. Coca Cola and Nike have done and continue to do things differently. Vogue on the other hand, does not. I agree with Moi – Vogue certainly does communicate to the masses. These people who support the “brand” of Vogue religiously are people who can’t count on their own individual style and barely understand real luxury. They buy Gucci because it’s Gucci and not because they value the design.

    The “new media outlets out there” as she mentions above are challenging Vogue’s stance in the industry. She’s is afraid, and I believe she has a reason to be hence why she needs to protect it. Quality print, design, online, innovation and creativity are things smart consumers are looking for now more than ever.

    Vogue is part of the conversation. However, not all publicity is good publicity.

    Audrey from Prahran, Victoria, Australia
  4. i am sorry, but are the reserved remarks above made by coca-cola and nike’s publicists or are you really just saying how you view things? how is it possible that nike and coca-cola are not communicating to the masses and not mass produced?!
    who supports coca-cola and nike?
    the selected elite or a few uncommercial consumers who buy the product from time to time? and lets not even ask who are the paid spokespersons for these 2 brands. they do not market anything differently or more creatively than vogue, actually, in my eyes, the opposite can be said for these 2 brands.

    black kettle from Milan, Lombardy, Italy
  5. I entirely agree. If ever there was a time for Vogue to pounce, now is it. With so many uncultivated voices out there screaming about fashion; an authoritative one such as Vogue is exactly what the industry needs. I just hope that they use this time positively and sustain their fashion focus rather than celebrity mania…there should be no place for that in Vogue.


  6. Anna Wintour doesn’t get reality. That’s why Vogue is like a grandma – you love her, respect her opinions, but never listen to. Vogue is definitely not a Coca Cola of brands.

    pau from Moscow, Moscow, Russian Federation