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Teen Vogue Takes Marketing to the Next Level

Teen Vogue is well aware that retail is in big trouble as reflected by its new concept for the 2008 holiday season. Retailers are thirsty for teenage girls to spend like they used to, so Teen Vogue is taking advertising for the demographic to the next level. This is one campaign that doesn't involve the magazine's go-to heartthrob Zac Efron and actually leaves out boys altogether — the magazine has tried to develop the ultimate girls spot in hopes of loosening up wallets.

The magazine is forming a presence in malls with temporary pop-up stores, formally called the Teen Vogue Haute Spot. The store won't sell anything but hopes to inspire the urge to splurge by providing makeup and perfume stations, racks of clothing for trying on, informal modeling, and snacks. The stores will be staffed with stylists who are there to give advice and ultimately escort the girls to stores in the mall where they can buy the products they've fallen in love with.

Aside from the holiday season stores open from November 28 through December 26, Teen Vogue plans on opening pop-up stores for prom season and back-to-school shopping. Do you think Teen Vogue is on to something, or is their hands-on marketing scheme a dead end in this economy?

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Join The Conversation
brielleblonde brielleblonde 7 years
Teen Vogue is for the fashion inclined teenager. Not very many of us have money to buy most of the items they have in there, but their inspirations for what we can find in vintage shops and at target and forever 21. If u think that's to expensive go read seventeen, im sure the outfit ideas will be more for ur liking ;-)
leeluvfashion leeluvfashion 7 years
Love the idea, not crazy about the escorting to the store part. Just print me the info and I can get it myself, I do not need someone to walk me there. :oy: Teen Vogue may show pricey items however it can be used as a guide (the way I use it.) Then I look around for low-priced alternatives.
Bksuga Bksuga 7 years
i agree that magazine is not realistic for the average teen. what i used it for was a look book. just try to find a cheaper version of the fashion else where.
LoveSarah LoveSarah 7 years
I always hated Teen Vogue when I was a teen. It annoyed me that everything in their magazine was always so expensive. The average teen can not spend $100+ on a T-shirt, so don't even bother putting it in there.
Shadowdamage Shadowdamage 7 years
Word. Good old commercialism, raise 'em young to spend. Ugh.
Lilavati Lilavati 7 years
It sounds like some temples of materialism to me. With 30% of teen girls wanting to be models, I think they need some better inspiration than "the urge to splurge".
LadyLiLa83 LadyLiLa83 7 years
I'm not a huge Teen Vogue fan, especially since their publisher tried to fool me when YM stopped being printed and they sent me freakin Teen Vogue in its place. Also, I think the crap they show in there is WAY too expensive for the average teenager to afford. Regardless, I think they have a good idea, but I think they should do it all year if their "seasonal" kiosks do well.
aka-Daria aka-Daria 7 years
glitter*
aka-Daria aka-Daria 7 years
wait...so, you can't actually BUY anything in there? hmm...I'm getting many visuals of the scene in the 40 year old virgin when Jonah Hill goes to the "we sell your stuff on ebay" store and tries to buy flitter boots and can't cause they don't actually sell things there...hahaha
ilanac13 ilanac13 7 years
well i think that it's really creative but i think that they are underestimating how savvy the average teenage girl shopper is. i think that the idea of trying on makeup and clothes could be cool but i think that if you think about the 'escorting the girl to the store' aspect - that's going to be a bit much. they should have a computer there at the little stall that will print up all the information for the items that the girls loved so they can either go to the stores to get it, or they can go online and make the purchases that way.
cordata cordata 7 years
Sounds fabulous, even though I'm passed my teens and in my mid-twenties :P
brielleblonde brielleblonde 7 years
love it, especially since it will be at the mall close to me :)
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