PARIS, France — As print advertising sales continue to fall, major fashion publishers, looking for new revenue streams, are extending their most popular brands into new areas of business, from education to events.
Now, French Vogue is launching “Vogue Experience” to be held on April 7th, 2018, at the Hôtel Du Duc in Paris. The one-day consumer event will feature an array of workshops and interactive experiences with brands including Nike, Levi’s and Guerlain, as well as an opportunity for attendees to meet the Vogue team.
The move, which follows in the footsteps of consumer events staged by the UK and US editions of Vogue, comes 3 years after terrorist attacks in France put a kibosh on the Paris edition of Fashion's Night Out and 18 months after the launch of the Vogue Paris Fashion Festival.
“We received so many messages and letters and requests from our readers for an alternative to the Vogue Fashion’s Night Out,” said Vogue Paris editor Delphine Royant. “In the end, it is what pushed us to do the Vogue Paris Fashion Festival. However, we quickly became aware of how business-oriented this event turned out to be.”
The Vogue Paris Fashion Festival, which launched in 2016, attracted speakers like Balmain's Olivier Rousteing, Isabel Marant, Instagram's Eva Chen, Uniqlo founder Tadashi Yanai, Farfetch founder José Neves and the chief executives of Chloé and Saint Laurent. But high ticket prices and a business-heavy programme meant the two-day event had little success with consumer audiences, drawing a mostly fashion industry crowd.
The new event, which will complement the Vogue Paris Fashion Festival, is designed to be far more consumer-friendly. For a start, tickets are more accessibly priced at €39. “Entrance is basically the cost of a manicure in Paris,” said Royant.
“There is a definite focus towards the Millennial generation with the Vogue Experience," she added. "We are urging our partners to create photogenic, Instagram-able installations that speak to our readers. This is going to be a very digital-friendly event.”