How luxury brands are redefining the magazine industry
It’s not a new trend for luxury brands to embrace technology.
Luxury brands like Hermès and Louis Vuitton have experimented with self-publishing and digital distribution.
But in an industry that prides itself on innovation, it’s notable how some of the brands that are moving to self-distribution are already embracing digital platforms.
Take the Luxury Boat Magazine for instance, which is already the most popular luxury magazine in Africa.
With more than 40,000 subscribers and more than 600,000 Instagram followers, it has established itself as a leader in the magazine genre.
The magazine, which launched in 2014, is now expanding into digital publishing and offers a variety of content to readers.
“It’s all about content and content about content,” said Jaimie Dang, the CEO of Luxury Magazine Africa, a digital magazine publishing and marketing company.
“What’s unique about Luxury is that we’re a brand that really understands that we have a really unique and unique audience.”
Dang also sees Luxury as an opportunity to be the go-to source for high-quality content, which she says will attract the attention of younger, more digitally savvy African consumers.
“I think that’s why people love Luxury, it makes you feel like you’re part of the community and the community likes you,” she said.
“So you want to create content that has a sense of authenticity and you’re able to share with your followers, which means you can engage with them in a way that they’ll really enjoy.
We’re really about giving people the opportunity to feel part of that community.”
Luxury Magazine has launched a number of partnerships with brands and organizations across Africa, including the prestigious Dambisa Moyo Foundation and the American Institute of African Studies, which fund the magazine.
Luxurious Magazine has partnered with the American Museum of Natural History, the American Public Health Association, the African Center for Photography and the African Society of Photographers, among others.
In addition to the magazine, Luxury magazine also partnered with a variety, including a digital ad campaign for the new season of the series, which was produced with the help of the digital advertising agency Gartner, which helped produce the campaign.
The magazine is also a pioneer in creating and distributing content to African audiences.
It recently partnered with The Art of the Gift, a charity that helps African artisans, and has worked with the Africa Institute of Arts and Culture.
“We’re all on the same page in that we want to make sure that we share the value of our content, and this gives us the opportunity not just to share it but to engage our audiences,” said Dang.
Dang said Luxury has already begun reaching out to African entrepreneurs.
“Our goal is to build a very strong and vibrant platform for them to grow their business, and to help them to take the next step and to really do it the right way,” she added.
Deng said Luxurious aims to make its content more accessible and engaging to African readers.
“It’s not about what’s trendy, it really is about the authenticity and the integrity of the information we provide,” she explained.
“If you don’t see that, then you’re not going to be able to understand the meaning of the message.”
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