From Thailand to India: BMedia is conquering new markets with their own Cool editions
“Five years ago, I remember the moment in the fashion industry when it was announced that there would be new editions of Vogue: Vogue Thailand and Vogue Ukraine. The arrival of indigenous edition of Fashion’s most famous glossy magazine has become a badge of sophistication in a way. I also recall reading an article by Jess Cartner-Morley, from The Guardian´s newspaper, who said the following statement:`It really is like a simple test of the economic development and consumer sophistication of a nation: visit a newsstand, and look for a copy of Vogue. Because the printing cost of a copy of Vogue is much higher than the cover price, advertising is crucial. For this reason, the appetite of the luxury industry to reach consumers in a country is what brings Vogue to the newsstand.´However for me, as CEO of my own publishing company, it´s about sustainability and vision. I don´t open new Cool editions just like that, I need to think about them and the markets too.´´says Bertrand Vergnes.
The desire among young men and also grown-up consumers for a Cool specific to that country, rather than imported editions, grows as a middle class gains confidence. BMedia always likes to know and work with newer people and industry´s professionals who seek to give better contents and a fresher take on men´s fashion. Each edition of Cool takes on something of the character of that country. Spanish Cool is super sexy and bold, French Cool is more sophisticated while Cool Korea´s approach is much darker and edgier.
“The edge and power of each of my magazines reflect the lively fashion cultures of their countries and their respective editors-in-chief. Each team has different ideas and concepts and ways of working but they need to follow a certain template, a way of seeing Fashion though. I created that company because there was an opportunity and something missing to my eyes. The choice of the cover models and the ideas behind the editorial spreads is also very different from one edition to the next. Some magazines will be more successful than others. It´s about a social media presence, it´s how the public react to them and the strategy the teams choose, it depends on a lot of things. But as I was working with my team members of Cool Korea, I saw the potential of those people and countries and I said ok, now it´s the moment for Thailand and India.´´
