Website Analysis 1

https://www.vogue.com/

The ‘Vogue’ Magazine website maintains a monochromatic colour scheme with a white background and black print to remain sophisticated and chic as per the theme, ideologies, and house style of their brand. This conforms to the style of its print magazines, maintaining their brand identity and creating an exemplary synergetic relationship between digital products and print products. This also allows the input of colourful images for each story, without clashing or contrasting with the overall background theme. At the top of the website, ‘Vogue’ is printed in the classic black font, directly central to draw reader’s attention, and a ‘subscribe’, ‘sign in’ and search link are arranged in the top right of the screen. The ‘subscribe’ tab has a black border with white font, piquing the interest of the users to encourage their desire to subscribe, whilst the ‘sign in’ tab is in black font without a border, but a simplistic symbol next to it, indicating to pre-sold users to login for their personal data and recommendations. The search button is a magnifying glass symbol to attract helpful attention and create an interesting contrast from the variety of print and words on the website.

Underneath the masthead of Vogue, there are 7 navigation tabs in the same small black font; ‘fashion’, ‘beauty’, ‘culture’, ‘living’, ‘weddings’, ‘runway’, and ‘more’. These immediately inform readers of the primary target audience, highlighting them majorly as young females who are interested in appearance, cosmetics, style and events. The ‘more’ tab drops down to further tabs of ‘shopping’, ‘video’, ‘vogue business’ and ‘photovogue’; this indicates that these sections are better targeted at the secondary audience, as they are not prominent enough to feature on the initial look of the website, but are easy to find and access if needed. The ‘shopping’ tab drops down further to each specific style of clothing for users to quickly be able to shop - this introduces an active audience who are able to interact with the items for sale on the website, buy them and create greater revenue for the company.

Below the navigation tabs, there is a self-promoting ad of ‘The Summer Issue’ that features and names a celebrity to target the 17-29 year old primary target audience who will be updated with celebrity culture and enjoy content that involves their favourite stars. This is accompanied with another black bordered button which says ‘subscribe now’ - the addition of the word now creates a sense of urgency that motivates the readers to pay for more content, as well as highlighting the immediate effect of signing up for a subscription, implying an easy method for instant additional content.

Below the ad, there are 8 articles on the homepage, meticulously formatted according to the level of excitement and engagement each story brings. The most intriguing article is the largest in the centre of the website, with a big portrait image that draws reader’s attention, and underneath this a simple, captivating headline in lowercase mid-sized black font that sits above the authors name which is in a smaller uppercase font. To the left of the main article image, there are two medium-sized images of articles which each take up half of the space of the main image, specifically associated with fashion. The headline and author names follow the same format as the main article. To the right of the main article image, 5 article headlines are condensed to fit the length of the main image, with each smaller corresponding image positioned to the right of them. These range from beauty to celebrity articles. The inclusion of each of these stories on the homepage demonstrates that Vogue is attempting to target every aspect of their audience’s interest of fashion, beauty, and culture, as well as engage further secondary audiences - this highlights that they are an inclusive company who understand the need to increase their demographic in the technologically and socially advancing world, where people of all genders, ages, races, ethnicities, classes, and backgrounds are able to enjoy their magazine.

The articles feature a large variety of pictures from fashion or celebrity events, however these cannot all be viewed unless the user subscribes; after viewing two articles, a paywall appears to purchase a subscription for $2 a month in order to unlock the rest of the content Vogue has to offer. This is used to increase the print readership and advertising revenue that has been declining over the years, so enlists the users a paying member to ensure the maintenance of their revenue and profit.

Unlike other websites, Vogue doesn’t have a space to engage their active audience with comments, likes, or reactions, however at the bottom of each article, there is an opportunity to save it to your account (to read later or again), and an invitation to sign up to their mailing list. This offers promotional offers, tips, advice, and exclusive content, influencing readers to sign up in order to get the most out of Vogue, which then increases their revenue if the offers are taken up on.

Furthermore, underneath each article there is a link to social media. As of June 2025, Vogue has 51M followers on Instagram, 15.1M on Twitter, 11.8M on Facebook and 7.5M on TikTok. This demonstrates that Vogue has experienced digital convergence to target its active, online audience, further highlighting that their primary demographic is fairly young. Vogue is the most popular company of its global conglomerate Condé Nast and continues to grow digitally, but not so much as a physical printed product; there are 56 million monthly users for its online content, whilst 38% of overall users read their print edition monthly.