‘Teen Vogue’ Pops Up … in New Jersey?
On the coattails of Elle Accessories closing and announcements that Men’s Vogue will cut back to two issues a year comes world that Teen Vogue is expanding. Specifically, the high-fashion rag for tweens is setting up shop in a New Jersey mall. No joke, Teen Vogue Haute Spot hits the Mall at Short Hills on November 28. According to the New York Times, “the store will be a place for girls to relax, try on clothes and drink smoothies — all while marketers woo them.”
And the month-long pop-up shop isn’t the last of the Condé Nast rag’s shop-keeping plans. Teen Vogue “will also open two stores in March and April to promote prom wear (the locations are not set, but they will be in malls on the East and West Coasts).” The marketing ploy seems to be serving the rag well. The Times reports that, “the magazine brought in six new advertisers as a result of the store…ad pages at Teen Vogue were down 4.8 percent for the first nine months of the year, but ad revenue was up 4.6 percent.” Perhaps Men’s Vogue should be taking notes.
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