Ralph Lauren Cuts Media Advertising, Which Is A Big Trend.

It is reported that the famous Ralph Lauren (Ralph Lauren) of Polo shirt decided to further save money this autumn, and will cut off some magazine advertising, mainly in the US and Europe.

A spokesman for Ralph Lauren said the plan is part of the company's "forward road" strategy.

Although he declined to disclose the specific reduction in advertising, he pointed out that this happened.

Major trends in the industry and magazine industry.

In addition to reducing advertising, in the 2017 fiscal year, Ralph Lauren also expects to turn off 50 stores and focus on improving the user experience of official website.

In fact, last spring, Ralph Lauren had issued some notices to cancel advertisements in some media and reduced the number of pages in other magazines.

The reports did not mention the names of these magazines. However, some sources revealed that Ralph Lauren still retained a number of magazine advertisements, most of which were first-rate authoritative media such as Vanity Fair, Vogue, GQ, GQ Style, New York Times, Wall Street journal and so on.

But the effort may not be as good as before. Just like this year, it will no longer put catalogues on Vanity Fair.

However, it is concluded that fashion magazines will not be good or unfair.

On the one hand, Ralph Lauren itself has some problems in its management strategy and profit situation.

Last year, Ralph Lauren announced the restructuring of its business to cope with the slowdown in Asian markets, especially Hongkong and Macao, and to improve management efficiency.

On the other hand, some of the top luxury goods.

For example, the necessity of authoritative paper media is still there.

According to Digiday data, in 2015, 53% of the brands increased the number of digital advertising, while the paper media dropped 2%.

But the 9 top fashion magazines still live well, and even the advertising revenue has increased by 15%, because they can always give full advertising to the brand, which helps to display the details of the product.

MediaRadar's CEO Todd Krizelman says that Chanel loves paper media.

And Valentino did not reduce the delivery of paper media while increasing the site.

And you will find that the electronic channels it put are also the websites of media brands such as Vogue.com, British Vogue and Elle.com.

For the first-rate luxury goods, we still look forward to the "advertising heavyweight" production like Vogue September magazine.

In terms of the overall situation this year, the demand of luxury brands for media delivery is being segmenting and diversified.

In addition to losing some of the traditional media, APP has also provided other advertising outlets, such as Grindr now.

New favorite.