WARSAW, Poland — Condé Nast International will launch a Polish edition of Vogue next year, partnering with new media project Victoria to amplify its imparting in Eastern Europe. Filip Niedenthal can be the magazine’s launch editor-in-chief, with Polish model Malgosia Bela taking up the name of editor-at-large.
In a circulate far away from the “digital first” strategy the publishing residence pursued with Vogue Arabia, debuting a web platform last autumn months beforehand of the print release in March of this 12 months, Vogue Poland will launch digital and print simultaneously.
“Condé Nast constantly believed in local autonomy, in neighborhood creativity and relevance of its versions for nearby readers,” Karina Dobrotvorskaya, president of Condé Nast new markets and editorial director of logo development, informed BoF. “Yes, digital is becoming increasingly more globalized, however print readers are still looking for a completely unique experience. So we do consider Poland merits its own noticeably creative version of Vogue so one can be specific from the alternative 22 Vogues.”
“Polish readers were watching for their very own edition of Vogue for years now,” stated Niedenthal, whose revel in launching Esquire in Poland and two years as govt style director on the local edition of Harper’s Bazaar makes him well placed to introduce the Vogue call to the Polish marketplace. “Rumours that it turned into approximately to launch have been rife considering the fact that I began running inside the enterprise 17 years in the past.”
The decision to release a Polish version of the Vogue brand is huge for Condé Nast given how careful the publishing house can be whilst rolling out global versions in comparison to its competitors. Over the direction of the remaining two decades, Vogue has handiest launched one version in Eastern Europe considering that Vogue Russia’s seminal 1998 release: Vogue Ukraine in 2013.
Vogue is debuting in a Polish media market wherein different worldwide fashion mag rivals have had a number of years to establish an audience: Elle launched lower back in 1994, and these days has a stream of fifty-two,000 plus; Harper’s Bazaar entered the marketplace in 2013, with a reported circulation of fifty,000. That’s no longer to mention the presence of local magazines which include Twój Styl (Your Style), the Bauer Media-owned Polish monthly smooth that boasts a readership of virtually 1.Three million.
“Launching a magazine within the present day media panorama is a challenge in itself,” acknowledges Dobrotvorskaya. “The market is crowded and Vogue comes closing, however, because of the king. The challenge is to be the exception and the posh marketplace leader.”
“The other project is Vogue virtual, which we can be constructing from scratch. But with CNI’s [Conde Nast International’s] big international assets, and our experience with the recent digital-first release of Vogue Arabia, we are confident that we can build an actually multimedia emblem.”
While observers might also view Vogue Poland as the past due to sign up for u. S . A .’s editorial presenting, release editor-in-leader Niedenthal believes that a part of the magazine’s success will come all the way down to brand popularity: “Despite its absence from the Polish marketplace, Vogue is one of the most recognisable titles right here, wearing with it an air of authority and prestige that no different guide, whether or not in Poland or indeed everywhere else, can rival.”
Niedenthal is the fourth man to be named editor-in-chief of a Vogue version this year, following the bulletins of Emanuele Farneti at Vogue Italia, Edward Enniful at British Vogue, and Manuel Arnaut at Vogue Arabia earlier this year. Condé Nast has had long-standing male editors at Vogue Taiwan, Vogue Thailand, and Vogue Korea.
Dobrotvorskaya, but, is brief to factor out that this trend had little to do with Niedenthal’s appointment. “It isn’t Filip’s gender,” she stated, “but his knowledge as an editor inside the region and his expertise of the Polish style marketplace that makes him the proper man or woman for this precise role.” Before his time at Esquire and Bazaar, Niedenthal helmed travel magazine Podróże and spent two years as fashion editor at Twój Styl.
And whilst Niedenthal will deliver revel in and deep marketplace know-how of the publishing landscape, his counter-component Malgosia Bela will carry an innate know-how of Polish girls.
“Malgosia is an across the world famed discern inside the industry, who has an inherent know-how of the Polish marketplace,” continued Dobrotvorskaya. “She has unprecedented enjoy and relationships with international brands, photographers, and stylists, a good way to assist establish Vogue Poland’s credentials and key relationships. She is the appropriate connection between Poland and the global style enterprise.”
But the question stays why Condé Nast sees now as the right time to penetrate the Polish market and extend in addition in Eastern Europe?
“We were thinking about launching Vogue within the marketplace for some years,” explained Dobrotvorskaya. “The key elements in the back of timing are the sturdy recent improvement of the Polish luxury marketplace and financial system.”
Last yr, KMPG valued Poland’s luxurious style marketplace at 2.2 billion Zloty ($584 million) and forecasts that it will grow 28% by way of 2020.
Certainly, the brand new title will debut at an exciting time, because the former Eastern-Bloc nation begins to flex its muscle on the European level. As one of the handiest international locations in Europe to live on the Great Recession exceptionally unscathed, Poland emerged with a quick-growing economy, defying the economic downturn skilled with the aid of the wider Eurozone.
Mateusz Morawiecki, the u. S . A .’s deputy high minister and minister of economic development, went as a long way as to dub Poland “certainly one of Brexit’s beneficiaries” in report low interview, affirming that global buyers searching out solid EU operating bases locate Poland an appealing contender.
While his perspectives at the impact of Brexit are not typical, Morawiecki’s enthusiasm for the Polish market is not unfounded. According to a current FDI Intelligence file, Poland enjoyed $9.Nine billion in capital funding in 2016, making it considered one of Europe’s most appealing destinations for FDI (overseas direct investment).
Emerging marketplace intelligence firm BMI Research forecasts u. S .’s economy to expand via three.6 percent this year, up from a yr-on-year growth of two.8 percent in 2016. “The Polish economic system is benefitting not simplest from distinctly sturdy external call for, but nonetheless low levels of inflation, report-low interest charges, low unemployment fees, and robust wage boom,” explained Lucas Dos Santos, head of Europe us a chance at BMI, mentioning that the aftermath of the United Kingdom’s Brexit referendum saw an acceleration of broader EU increase which has benefitted Polish exporters.
Kasia Kulczyk, founder, and chairperson of Condé Nast’s publishing associate Visteria see Poland’s growing clout as principal to the Vogue release. “Poland presently unearths itself at a very interesting point in records, all of the at the same time as developing in stature on the worldwide cultural scene,” she said. “With this in thoughts, we need Vogue Poland to be a platform to sell Polish expertise, especially women, both across the world and in Poland, not simply from a fashion factor of view however in all sides of subculture.”
“Our u. S . Is now an important European and global participant,” she adds, bringing up Poland’s thriving financial system and the fact that it is certainly one of the biggest markets in Europe with a populace of virtually forty million humans. “We are ready to embody a global-elegance logo like Vogue.”