Condé Nast has announced that in 2019 Vogue will be launching a new membership club.
Called In Vogue, membership will garner fashion fans access to a range of offerings based on its tiered pricing model – with the highest-tier of membership costing as much as $US100,000 annually.
Open to consumers globally – but specifically tied to the American edition of the publication – In Vogue members will have access to exclusive content, advice from the magazine’s editors and be able to attend events — across the country and in Europe during fashion month— that are otherwise rarely open to the public.
Speaking with Business of Fashion, Vogue's director of brand marketing Negar Mohammadi explained that he sees two groups of people as prospective customers for the club: "young professionals looking for advice on how to get a job in fashion or how to market their brand, who might pay a lower tier membership fee, and women who want advice from editors such as [Rickie] de Sole [W Magazine's fashion director] about what bag to buy and where to eat in Milan, who might pay the highest tier membership fee."
In Vogue's announcement comes as Condé Nast chief executive Bob Sauerberg says he wants half of the publisher’s revenue to come from consumers by 2020, the same year he expects the company to return to profitability.
