The client : Stylist

Stylist, a free publication by the Marie Claire Group, has made its mark since 2013 as an urban women’s magazine that shakes up the codes of the premium feminine press. A veritable showcase for the high end, Stylist has a resolutely iconoclastic editorial content and goes out to meet its active urban readers through hand-to-hand distribution and a high-quality network of display stands at very carefully selected sites.

  • Leading magazine for thirty-somethings with a larger circulation than ELLE, Grazia, Cosmopolitan and Glamour
  • 407,510 copies: strong and stable circulation in the Paris region and the provinces
  • Young, high-quality readership: 44% affinity for 20-39-year-olds
  • 1/3 readers in exclusivity who don’t read other premium women’s magazines

 

Case study n°4: Stylist

Issues ans goals

In addition to its exclusive and high-quality readership that guarantees advertisers a valuable audience, Stylist must prove to the brands that it’s a coveted item. To reveal the powerful influence of Stylist, GMC Conseil created the Drive to Shop barometer to measure the behavior of Stylist readers and the impact of the magazine on their purchases.

Objective: Measure the impact of the magazine on purchases by readers in stores and online; evaluate the print to digital influence

Solution

To extend the measurement of magazine impact on purchasing for cross-channel areas, a new ROPO (Research On/Offline | Purchase On/Offline) aspect was added to the Drive to Shop study. LiveIntercept technology provided the solution:

  • Innovative method of passive measurement of Web traffic over the past thirty days
  • 200 sites chosen on the basis of editorial and advertising references in Stylist

Benefits

On the fashion and beauty shopper base, more than one out of every two shoppers mixed brick-and-mortar and digital channels.

  • 43% purchased a beauty or fashion item in stores only
  • 1% purchased on the Web only
  • 56% mixed the two channels

On the websites studied, 60% of visits focused on e-merchants and 40% on fashion and beauty brand sites.

The new LiveIntercept technology implemented by AreYouNet
enabled Stylist to show once again that it is able to generate earnings the brands.

Stylist official press release in French

Les résultats de la deuxième édition du baromètre DRIVE TO SHOP (pdf)

For more information, contact us online or call +33 1 57 42 42 42. We will be pleased to show you all our qualitative and quantitative online survey solutions and methods.

JOIN THE THOUSANDS OF AREYOUNET USERS AND MAKE YOUR STUDIES INDEPENDENTLY.

HOW IT WORKS ?

Discover the solution to make the right decisions

THE AREYOUNET
BEST PRACTICES

etoile

Innovative solutions
for successful projects

Discover

A video of
your first steps

video

Take two minutes to discover
our tools and think up a project

Discover

Test it
free of charge

point

And discover the difference made by our collecting and reporting tools

Discover
Design & developed by ODiTY
We call you back