Apple's transition to 'Luxury Brand' - OUGD401

Apple is now being considered as a luxury brand due to the most recent reveal, Apple Watch.

This is the first glimmer of a technology based brand being considered as 'high class' and 'luxurious' due to the extravagant price tag that's been placed on their 18-carat yellow and rose gold products.

My main focal point in this post is the humungous 12 page print ad which was placed in the March issue of Vogue Magazine. 

Creating new found emphasis on the design and more specifically style of said products. Choosing Vogue as a home for its advertisement is a perfect place to promote the eccentric and pricey watches.

The statistics of Vogue's target market is as follows:

GENDER

Male — 14%

Female — 86%

AGE

16-34 years — 66%

35-54 years — 28%

55+ years — 6%

Above average income – 63%

Work – 65%

EDUCATION:

Higher — 52%

SOCIAL STATUS:

Business owners, managers, specialists, white-collars - 49%

Source: TNS Russia, NRS - Russia, May - October 2014

61% of readers travel 2-3 times a year

24% of readers choose 5* and 5* + hotels

77% of readers have a car

Vogue is an irreplaceable source of information for a modern woman:

81% of readers say they get the latest news about fashion and beauty from Vogue

67% are inspired by Vogue to experiments in fashion

For 53% Vogue is an authoritative adviser in choosing jewelry and luxury goods

45% say: "I am a shopaholic, and this magazine is just for me!"

72% of readers trust advertisements in Vogue

65% of readers bought goods advertised in Vogue

(Source: Online survey of Vogue readers, Toluna, June 2014)


So as you can tell, the majority of vogue readers makes a terrific target for the expensive fashion orientated commodity. The branding of which makes for a product which has as Jonny Ive puts it, will be “a move away from what is traditionally understood as consumer electronics”. 

This puts a huge emphasis on Apple's increasing interest in fashion branding, something of which technology has never really ventured into until now, I think this will put a good twist onto my practical piece, which will be in the same stye of the vogue ad's, but with a bit of a more literal meaning by incorporating words relating to income, such as 'band' (double meaning, tax band and watch band).