GRAZIA, the fashion magazine from Heart Media Group, will debut in Singapore and Malaysia in March. Known as “Italy’s fashion bible,” the magazine is produced by the Mondadori Group and claims to be the first Italian fashion magazine to “export its winning formula globally,” reaching as far as China.
In March 2023, GRAZIA Singapore and GRAZIA Malaysia will debut with print issues written in English, a website, and profiles across major social media platforms. Two new editors-in-chief have been named: Pakkee Tan in Singapore and Ian Loh in Malaysia.
Heart Media explains that they chose Singapore and Malaysia because both countries are thriving fashion capitals in Southeast Asia, with huge economies and an increasing number of wealthy and fashion-conscious consumers. GRAZIA, which has been around in Italy since 1938, aspires to use its authority and influence to provide readers in both nations with a fresh perspective on fashion, jewellery, watches, beauty, lifestyle, and culture.
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After being contacted by Marketing In Asia, Heart Media Singapore’s General Manager of Sales and Marketing, Dylan Heng, shared the following, “GRAZIA will be a conversation starter. It inspires, educates and celebrates the individuality, beauty and the elevated style of the woman changing it all”. He went on to say that the brand’s USP is its ability to successfully traverse the women’s media environment with innovative ideas and approaches to everything from print and digital campaigns to live events.
Women in the age range of 25 to 35 who are well-educated, fashion-forward, politically active, and eager to be at the forefront of trends will be the magazine’s primary audience. The magazine will first rely on its current base of female readers and subscribers who meet its target demographic. There will be a launch celebration in the first half of 2023, and the annual Game Changers Gala will take place in the second half.
“Our readers are fashion and beauty-focused and seek authentic, authoritative opinions on the topics close to their heart. Loving all things beautiful, they invest in high impact items to accentuate their styles.”
Heart Media Group CEO Olivier Burlot told Marketing In Asia that high-end fashion and accessories labels including Gucci, Fendi, Dolce & Gabbana, Bottega Veneta, Prada, MaxMara, Miu Miu, and Zegna would be advertising in the Singapore and Malaysia editions of the magazine. In addition, he mentioned that Cartier, Saint Laurent, Van Cleef & Arpels, and Christian Dior are among the many luxury companies interested in working with GRAZIA Singapore and GRAZIA Malaysia. Heng claims that going forward, Grazia would make an effort to attract more sponsors from the fashion, cosmetics, watch, jewellery, and lifestyle industries.
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“We are speaking to key fashion, beauty, watch and jewellery advertisers in the industry while Rolex, Chanel, TOD’S and LUXASIA have confirmed their positions. Our advertisers can expect activations on our website; key social media platforms, namely Instagram, TikTok and Facebook; podcasts as well as the highly curated print issues.”
The editorial teams behind GRAZIA Singapore and GRAZIA Malaysia will prioritise showcasing local fashion and design talent while also including a variety of articles from across the world. The first print run for GRAZIA Singapore will be 36,000 copies each issue, while the first print run for GRAZIA Malaysia will be 25,000 copies per issue. Each publication will release 10 issues annually.
The importance of partnerships and limited-time activations was also highlighted by Burlot. He promised that GRAZIA Singapore’s online presence will be bustling with numerous collaborations and special activations. The forthcoming Singapore Yacht Show 2023 will have a GRAZIA Pavilion highlighting the essence of La Dolce Vita, to name just one. There will be a number of art and design exhibitions held all around Southeast Asia, and many of them will include GRAZIA Pavilions.
Burlot said that GRAZIA Malaysia’s editor-in-chief Loh is tech savvy and understands her audience. Burlot stated that all malls in Singapore and Malaysia will be working closely with GRAZIA to help spread the word about the new magazine. “Consumers love novelties and inspiring ideas. This is exactly what GRAZIA is bringing, that light yet elegant and addictive Italian lifestyle,” he added.
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In the meantime, Daniela Sola, managing director of International Business at Mondadori Media, elaborated on how GRAZIA’s success in these markets stems from the magazine’s ability to cater to the needs of both readers and advertising clients from the luxury sector thanks to its unique blend of authoritative content and upscale, modern presentation. There are presently 21 editions of the Mondadori Group brand in 23 different countries, with a total of 15 million readers, 45 million unique users, and over 30 million social media followers.