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Market Entry Strategies Case Study

Case Title:

Vogue in India: The Market Entry Strategy

Publication Year : 2010

Authors: C Kumar, I Chakraborty, P Krishnan

Industry: Retailing


Case Code: MES0103IRC

Teaching Note: Not Available

Structured Assignment: Not Available

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Vogue, a high-end fashion magazine, was launched in the US in 1909. Over the years Vogue entered different countries across the globe and attained the status of a fashion bible. Besides generating awareness about contemporary fashion, the magazine also captured the changing roles of women in society, and the influences of politics and cultural ideas on society and lifestyles. In India, Vogue was launched in September 2007. Its launch issue captured Indian celebrities and their style secrets through which Vogue tried to establish its position as a high-end fashion magazine in India. Vogue was highly optimistic about its success in India due to a growing Indian economy since the early 2000s. As of 2007, the magazine was banking on the increasing number of affluent and fashion conscious citizens in India.

Pedagogical Objectives:

  • To get an insight on the evolution of Vogue magazine over a century.
  • To understand the socio-economic factors that led to Vogue's entry into India.
  • To analyse probable opportunities and challenges Vogue would face in the Indian market.

Keywords :  Fashion magazine; Style bible; Conde Nast; Global fashion; Women's fashion; Vogue; Luxury brands; Clothing and accessories; Giorgio Armani; Dior; Gucci; Luxury goods; Print advertising; Print media; Marie Claire

Contents : 
Conde’ Nast and Vogue: an Overview
Vogue: Entering the Indian Market
Cover of Vogue India Launch Issue
Vogue Magazine Covers Over the Years

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