Audience

In order to ensure that I am going to effectively target the 16-25 year old demographic with my magazine, I have collected a focus group of 10 individuals from within this age demographic, of which 5 were male and 5 female. The group also covered 3 representatives of different ethnicities meaning my research would be applicable to a large audience within the 16-25 demographic. in the focus group I asked them a number of questions in order to understand what it is that attracted them to magazines. I communicated with the group in person, sitting around a table, whereby I pitched the questions to the group and then recorded in my own notes the views that they conveyed. I have recorded the answers below.

What representations would you like to see within fashion magazines?

There were mixed ideas of the age range the group would like to see being represented, with some dispute over models that were outside the target demographic age, but the general consensus pointed towards the group wanting to see representations of people close to their own age. They argued the fact that this allowed them to connect with them more easily and as a result found the fashion element of the magazine more accessible and applicable to their own lives. There was acknowledgement to the overuse of aspirational figures often deriving from previous fame within existing publications, that sometimes left the audience with a representation that was ultimately unachievable.

What style of fashion magazine are you just drawn to?

The group generally said they liked a magazine which look aesthetically pleasing and sophisticated in its design. They pointed out how abundance of sell lines and 'crowded' looking front covers was not of interest as they wanted to see something with more emphasis on fashion and photography as an art form rather than a promotional publication and so a minimalistic and understated design was something that would be more likely to grab their attention.

What would you want to see on a magazine's website?

A newsfeed style approach to the website whereby the latest articles and coverage of the fashion industry could be found was a a popular opinion. The group wanted something that maintained the style of the print publication but was practical in the sense they could find up to date content that was in keeping with the ideas conveyed in the printed publication i.e. the website as an online aid for the the physical magazine but separate in the way exclusive content could be found on the website.

The focus group similarly pointed out how they would expect to see video content such as teaser videos for upcoming articles or Issues of the magazine, as this is what they were used to from existing publications and something they found effective.

What content would you like the magazine and online editions to feature?

Obviously being a fashion magazine the group expected to find interesting clothing articles based on popular and upcoming trends, but there was also some discussion about a gap they felt in the market around affordable and more casual clothing - in other words, things that they themselves could afford to buy and were in everyday life.

The group likewise showed interest in the content being based on more current issues around ideology such as the sustainability of fashion and ethical concerns within the industry as a whole. They suggested that this would enhance the content as being engaging intellectually and proactive in its attempt to move notions of fashion in popular culture to a more inclusive and sustainable light.