BRAND FOCUS: CAPRICHO
The Capricho team connect with their readers on all platforms
concerned, our followers total 1.8 million, with 450,000 on Instagram – impressive numbers for any publishing brand.
Licensing We were also early adopters of licensing, leveraging the Capricho brand and its list of attributes (trendy, cool, girlie). In the late 1990s the first successful partnerships were launched: the notebooks and diaries of Tilibra, the scent of O Boticário, and the lingerie of Marcyn. Today, Capricho’s licensing operation covers many categories, including: » Cosmetics and make-up (O Boticário) » Lingerie, beachwear and homewear (Marcyn)
» Casual clothing (C&A) » Bags, backpacks and travel cases (Dermiwil)
» School supplies (Tilibra) » Chocolates (Cacau Show) » Special butter cookies (Sta. Edwiges) » Party supplies (Regina Festas) » Jewelry (NF Jóias) » Shoes (Sugar Shoes)
AT A GLANCE
Capricho was the second magazine launched by Editora Abril, in 1952. First, it published
photo-novels, but in the mid-eighties it started to focus on teenage girls and becoming ‘the Brazilian girl’s new best friend’. Today, Capricho is the most popular teen magazine in Brazil, and is backed by a team of 23 journalists, designers and social media analysts.
» Cell Phones (Nokia) » Decoration (Ludi) » Wrapping Paper and Packages (Cromus Embalagens)
To keep our products fresh and desirable, our art director supervises the production of a style guide – a collection of moods, illustrations and lettering, reflecting the spirit of our brand and guiding the development of products by our licensees. It’s been renewed every year since 2007. In 2013, Capricho’s licensing grew 23 per cent over the previous year with 12 million products sold under the brand. In 2014 it is expected to grow another 12 per cent. In 2013 alone, the Capricho brand sold more than 12 million products.
Capricho Live In the mid-2000s NoCapricho, the first festival of music and fashion for Brazilian adolescents, was launched. Operating in the media space helped Capricho to anticipate the desires of its readers and, of course, keep ahead of competitors. In 2013, the 13th NoCapricho generated a big-screen one-hour documentary – NoCapricho, The Movie. It premiered in the theatres of five
Brazilian cities, before being
posted on YouTube and attracting more than 135,000 views.
This year, we still have more plans for the format, which will be revealed soon. In parallel, another classic event, Capricho Party, continues: the
first in 2014 will take place in São Paulo.
Beachwear is now a very popular Capricho brand extension
www.fipp.com
issue 83_2014 | Magazine World |29
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