brand profile
Italian fashion bible Grazia is present in 23 countries worldwide and has more editions and ventures planned. Zeno Pellazzari (pictured below), general manager, Mondadori International Business, gives a flavour of what’s in store for the brand in 2014 and beyond…
FastFashion
When did Mondadori launch Grazia, and why? Launched in Italy 75 years ago, Grazia can boast a huge heritage as a women’s weekly fashion magazine in the Italian market. What was missing pretty much anywhere else in the world – where readers grew up reading the traditional glossies – was a feminine title, with a weekly frequency, able to keep women up-to-date with the latest trend-setting fashions. There was a gap for a faster, full glossy magazine, easy-to-read and carry around but always terrifically chic.
When did Grazia really take off on the international market? Following the first international launch in Bulgaria in late 2004, Grazia really took off on the international scene with the launch of the iconic UK edition by Emap (now Bauer) in February 2005.
How many markets are you in today? Since the UK launch, it was all downhill…in the worst ever period for the magazine industry, Grazia was launched in several countries around the
fipp.com
globe – and is now published in 23 countries (with more to come) including all major European territories, as well as countries as diverse as China, South Africa, Korea and Mexico.
What plans do you have for further international expansion? We have an interesting pipeline of new launches: primary focus will be Latin America and Asia, but not exclusively. A US edition? Why not?!
How have you evolved in this trans-media market?
Since its very early days, Grazia has always been in tune with the evolving women’s tastes, understanding and satisfying their needs, and adapting itself both from a look and an editorial content point of view, whilst remaining faithful to its original DNA. Always attentive to the changing trends and habits, Grazia immediately embraced the “digital revolution” – and several editions of Grazia are now present on a variety of platforms, satisfying our readers’ new habits of consumption and fostering interaction and engagement on multiple levels. In addition to the different projects (being) rolled-out locally by our
issue 81_2014 | Magazine World |29 »
fipp member
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64