After Readers of British Vogue Searched for Maternity Wear and Baby Fashion, Conde Nast Launched Mini Vogue in The UK!

Many companies depend on insights on consumer behavior to determine what their next move will be in marketing communications and new products. For Conde Nast which started minding data some six months ago, studying the behavior of their readers in the UK lead to the decision to launch Mini Vogue after data showed that readers were searching for maternity and children’s clothes. Interesting.

Mini Vogue” is a section dedicated to clothes and content for kids, and is meant to fill a whole that Condé Nast didn’t know existed until examining reader data. “On Vogue people search a lot for maternity or baby fashion or general female lifestyle around pregnancy and being a young mother, said Wil Harris, the publisher’s head of digital. “It wasn’t something we saw as being well-served on the site in a particularly deep way.

It is now. “We want to build a data-driven culture here,” said Harris, and Mini Vogue is a tangible expression of that. When Harris came on board in 2014, he hired Condé’s first ever team of analysts and, to the dismay of some of the old Condé guard, “growth hackers.”

more:  [post_ad]