Anna Wintour Quote

Source: Web Article

URL: http://landor.com/#!/talk/articles-publications/articles/what-your-brand-can-learn-from-anna-wintour/

Title: What your brand can learn from Anna Wintour

Author: Landor

Year: 2012

References: 

“Anna Wintour biography,” Bio, biography.com/people/anna-wintour-214147?page=1 (accessed 2 August 2012).

“Anna Wintour, Behind the Shades,” CBS News (17 May 2009),cbsnews.com/2100-18560_162-6521340.html (accessed 2 August 2012).

“US Vogue is magazine of the year,” The Telegraph (6 October 2011),fashion.telegraph.co.uk/article/TMG8811407/US-Vogue-is-magazine-of-the-year.html (accessed 2 August 2012).

“Coco Chanel,” British Vogue, vogue.co.uk/spy/celebrity-photos/2009/07/17/coco-chanel-quotes-and-photos/gallery#/image/4 (accessed 2 August 2012).

Quote
"Innovate but stay true to your identity: Wintour has a flair for the unconventional—she spearheaded the “high-low” fashion trend now commonplace in the industry. Her very firstVogue cover featured a young model wearing a $10,000 jewel-encrusted T-shirt paired with a $50 pair of jeans. The mixing of high with low was born.^1"

"If Wintour didn’t coin the phrase “employee brand engagement,” she should have. Employees understand and execute the Vogue culture perfectly, from what they wear to where they party. This culture, directly dictated by Wintour herself, establishes working atVogue as a way of life rather than merely a job."


Analysis

The way Anna Wintour has "branded" American Vogue can be executed to work in the branding of any product/service. In the fashion industry a clear vision for a brand is key to creating a identity that distinguishes a company from the competition. It represents what they stand for. However as the fashion industry is ever changing and trend dictated, creating a brand that is flexible enough to move with the times yet maintain their image is essential.

Establishing this ideal that "working at Vogue (is) a way of life rather than merely a job" is due to Anna Wintour's effective use of branding. A brand is an ideal. The product is seen as the gateway to achieving this ideal lifestyle. Wintour represents her brand in every aspect of Vogue. Employees represent the brand and must understand the core values they are representing.