How customer information is guiding Conde Nast’s marketing methods

Condé Nast is pressing to identify marketing chances across its publications, with the assistance of research efforts created to much better comprehend consumer habits.

The effort belongs to Condé Nast Performance Laboratory, a just recently launched program within the media corporation’s research and analytics group that gathers information and performs studies to better notify marketing technique across publications. After sharing its first study in July– which utilized neuroscience to reveal the effectiveness of sponsored posts — the group exposed its latest findings, revealing that early adopters of design trends are likewise most likely to become technology trendsetters.

Data revealed that the correlation between style and technology is translating to sales: Fashion-conscious individuals are spending two times as much as others on products like the latest iPhone models, clever home gadgets and VR- and AR-enabled products. The study examined more than 1,200 individuals between the ages of 13-49 who were split into 2 test groups: the “fashion-conscious” consumers, specified as those who engage with Condé Nast brands dedicated to style material (such as Vogue and W), and a standard nationwide sample that does not.

Cara Pantano, senior supervisor of customized and primary research at Condé Nast, said the research study points to opportunities for brands and publishers to benefit from an untapped market of style and tech lovers. Though there has been an increase in occasions like Silicon Valley Style Week, which celebrates technology-driven style style, marketers are mostly overlooking the overlap. “The usage of fashion and innovation is more comparable than marketers realize,” she said.

On business side, Stephanie Fried, svp of research study and analytics at Condé Nast, said innovation brands that market in publications like Wired and The New Yorker can utilize the details to think about investing in style and style publications. On the editorial side, the studies can be used to inform content method and act as the genesis for brand-new verticals, she said.

“The goal is to partner with the marketers, not simply on a particular project or media strategies, however in assisting them market their items much better,” she said. “We can drive more equity long-lasting by assisting them comprehend their core customers.”

The research study also discovered that 50 percent of fashion-conscious consumers pay very close attention to innovation marketing, and 47 percent concur that innovation showcases a sense of style within their houses. As a result, this group is particularly thinking about Amazon, Google and Samsung innovations, like Amazon Alexa and Google Home. In addition, the fashion-conscious category was most likely to say a smartphone expressed their sense of design over a bag or a pair of sunglasses.

Fried stated the intersection of fashion and innovation continues to proliferate, thanks in part to the increase of brand names dabbling in virtual and increased truth efforts. (Take, for instance, JCPenney’s current virtual truth holiday pop-up, which used VR to permit users to make purchases online from a temporary retail space in New york city City.)

Bolstering the overlap between style and tech lovers is the increase of wearables produced with the style neighborhood in mind, including Fitbit’s designer collections and the launching of smartwatches made by Gucci and Michael Kors. According to the study, fashion-conscious consumers invested nearly four times more in this classification than the nationwide sample.

“In a few of the open-ended questions, individuals would state they alter their [smartwatch] bands every day to fit their clothing,” Pantano said. “It becomes part of a total trend toward customization, and we’re attempting to do that throughout [Condé Nast] through personalization of material, recommendations and features on the websites.”