communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.
Why (do) I think Harper's Bazaar in Romania is pointless
There's two questions in this title. One refers to the targetless-ness of HB Romania and the other to my own inability to understand this targetless-ness.
1. Targetless magazine: I buy it and feel like throwing it out from the first leaf; it's filled with this phrase "price on demand" which drives me insane. It means that the item is SOOOO outrageously expensive, the seller would rather not print the price and perform some sweet talking in store to get it sold.
Three things cross my mind: this is a rather thick magazine, and although it looks like most of what it prints is materials from other foreign editions - so they don't really have production costs other than print material - I fail to see the monetizing and distribution strategy. You find it in on the street newspaper stands. ????? While I think there is a good number of women who may afford these outfits that HB prints, I doubt they drive up to a newsstand to buy HB. So why even have it there? Just mail it directly to their houses. Two, even though I can understand how upper mainstream brands like Mango or Musette might want to pinch a bit of the Prada-hungry home market, I still think that, for HB, this is peanuts advertising money compared to what you need to pay to print the mag and distribute it. Thirdly, why advertise Chanel in the magazine? To my knowledge there is no place in Bucharest - no public place that is - where Chanel is available. You get Chanel from little, by-invitation-only boutiques run by someone's bored wife and her entrepreneurial sister. So WTF?
2. It annoys me that I cannot simply enjoy the seeing of haute couture in action. My newly found affection of capitalism drives me to want to acquire everything I see and like, so leafing through HB annoys me because I will not be able to afford those things. Maybe the entire concept of haute couture, of fashion which is not truly wearable, but an experiment in fabric and color management, is lost on Romanians, or simply on me, forced out by the need to own a lot, as opposed to before when you could own nothing. I have not learned to go to a store without needing to buy something. Some people will tell you that is not the point of going to a store. But leafing through HB Romania makes it a thinkable option: you could never buy or wear those things so they must be just for watching.