brand profile AT A GLANCE 23
international editions (10 weeklies, 3 fortnightlies, 11 monthlies)
17 million More than
readers worldwide (monthly) Grazia iPad edition available in
Italy, France, China, UK, Germany, Holland, Spain, South Africa, Mexico, Thailand 10 countries
partners, we at Grazia HQ are currently focusing on the development of a very exciting e-commerce platform which is going to leverage the credibility of our brand – as well as our talented editors around the globe.
Competition is fierce. How do you maintain your market share? We try and maintain (well, actually…increase!) our share of the market first and foremost by keeping the quality of our product high, being constantly innovative and maintaining and enhancing our distinctive positioning. Another key factor that contributes to our uniqueness is the addictive relationship built week after week with the readers: Grazia, in fact, triggers women’s emotions and does its best to create a continuous interaction with them. Furthermore, thanks to its inventive editorial formula, Grazia is a great platform to connect readers with advertisers, thus driving our clients’ sales.
What would you say is your unique selling point? Grazia’s USP is represented by its distinctive positioning, its innovative editorial formula, nicely summarised as: “news with shoes, speed with style” and its weekly frequency, that meets the readers’ needs in our fast- paced world. Moreover, Grazia differentiates itself from the competitors for its “easy chic philosophy”, that means being elegant and sophisticated, but at the same simple and essential, upscale, but wearable. Readers love our brand because it is ironic, sassy, seductive, authoritative, surprising, modern and entertaining.
17 More than websites eight million copies sold worldwide (monthly)
Grazia now has 23 international editions, with more in the pipeline for 2014
developed in the coming years. In addition to the above, we’re currently looking at several other opportunities to roll-out the Grazia brand in other fields – such as, e.g., a restaurant/cafés (we’re currently working with an internationally- acclaimed architect to design a unique “look and feel” for such venues).
Is there a philosophy at the heart of your brand? Grazia helps its readers choose the best things for them to wear and keeps them entertained and up-to-date in its own unique tone of voice. The philosophy of the brand revolves around the following main values: credibility, high quality, elegance, simplicity, style, irony and positivity. Grazia guarantees credibility and prestige thanks to its attention to details and to its attractive pictures and unique layout.
You can meet the Grazia team on stands 21-22 at FIPP’s
Worldwide Media Marketplace (WMM) event in Bangkok, Thailand, on 14-15 May. Visit
www.wmm.net for more details, or turn to page 21.
Who is your typical reader? Grazia’s typical reader is a 25-40 year old woman. In particular, the reader of the Asian editions is 25 years old on average, younger than the one living in Europe (where the average is 32 years old). She’s an independently-minded woman, with a university degree, living and working in major cities, and earning herself a nice income. She is a determined, versatile and passionate consumer. She loves fashion and design and she is searching for a personal style in a world that is changing every day. She wants to be informed about the most important news week after week, always told in an entertaining, emphatic and positive way.
What brand extensions do you have and what’s planned? Other than “classic” editorial brand extension such as Grazia Men, Grazia Junior and Grazia Accessories, Grazia has been active in several markets over the past few years in the organisation of different type of events, as well as in the development of “capsule collections” of clothing and accessories in partnership with designers, brands and retailers. This activity will be further
LAUNCHES TIMELINE UK4 BULGARIA3
MIDDLE- EAST4
2004 }
fipp.com 2005 SERBIA3 CROATIA4 2006
RUSSIA2 HOLLAND4
2007 INDIA4
FRANCE1 CHINA2
THAILAND4 INDONESIA4
2008 2009
The typical Grazia reader loves fashion and design and is searching for a personal style in a world that is changing every day
GERMANY4 BAHRAIN4
2010 HERZEGOVINA4 BOSNIA- 2011
SOUTH AFRICA4
POLAND4 SLOVENIA4
2012
1 Mondadori 2 Joint venture
3 Associated company 4 License
SPAIN4
KOREA4 MEXICO4 ALBANIA4
2013
What’s been your best-selling edition? If we do not consider Italy’s (which has been around for a much longer period of time), our best-selling selling European edition is Grazia France, whose circulation is 194,307 copies (source: OJD July 2012-June 2013); conversely, should we also take into account the Asian editions, the best selling one is China, whose circulation is well in excess of one million copies!
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