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Fashion Brand Audience Appeals (John Lewis & Vogue)




John Lewis and Vouge are one of the most popular brands for different reasons. Vouge is known for its attention to style and luxury meanwhile John Lewis is known for there iconic Christmas adverts.

A heartfelt John Lewis advert is a Christmas gift on its own. A highly anticipated advert for all. Although John Lewis itself relied on the 20-40 year old audience for its customers. These ages are more likely to consider buying from John Lewis from mainstream media. This mainstream audience feels it's necessary to buy John Lewis because of the annual advert which is a quiet reminder of John Lewis. The repetition of a new advert every year builds a wide audience which is important for the brand to remain relevant. Although despite a wide amount of people watching John Lewis adverts every year, only a handful of middle class to upper class customers are likely to buy there quality products because of the promise of quality over quantity when it comes to their products.

Meanwhile Vouge takes a different approach. It idealises the life of luxury and materialism for the low price of £5. This gives middle class mainstream customers a glimpse into the life of the rich. The attention to the newest trends and the need to achieve is the main reasons customers from 20-30 buy them. The difference between the two is that Vouge, despite making a name for itself, isn't as big as John Lewis in popularity. Many may know of it, but won't actively seek out to buy it. Another reason people may engage with Vouge is to get a glimpse into the lives of celebrities and a small portion of what its like to be rich and beautiful.


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