French Vogue editor-in-chief Carine Roitfeld has called for French Vogue to become frugal to reflect the current economic recession. “I think we need to become more frugal,” claims Roitfeld, though “[not] on quality [...] just on organization.”
Carine Roitfeld is considered by many to be one of the most fashionable women in the world, only reinforcing the stereotype of the incredibly stylish French woman.
Roitfeld has been at the helm of French Vogue for the past eight years and works with a relatively small team to put together one of the most prestigious fashion magazines in the world, every month. Despite the fact that the circulation of French Vogue pales in comparison to that of American Vogue, helmed by Anna Wintour — the numbers are at 139,000 versus 1.3 million — it is still considered to be one of the most influential and “fashion forward” of the big-name fashion magazines.
The editor of French Vogue recognizes that there is increasing frivolity and excess in the behind-the-scenes publishing world of fashion magazine. “Some things got too far away. There were people who were flying private jets — we need to go back to reality.” She also points out that the number of people involved in decision-making has increased unnecessarily. For example, she often sees upwards of 25 people at a meeting to discuss a fashion photo shoot, whereas a few years ago there were less than 10 people accomplishing the same task.
In light of the global recession, Roitfeld says that the best solution, when having to make cuts, is creativity. “I don’t want to take the money out of the beauty of the picture, I don’t want to change the paper of the magazine, I don’t want to change the materials, but we can do it another way [...] When it’s more difficult you have to be more creative.”
But can “creativity” cut it in today’s economic climate? It seems that if anyone can do it, Carine Roitfeld is the right woman for the job.
Since talking the helm at French Vogue, Roitfeld has seen circulation increase up to 27 percent. Advertising revenue has also increased about 10 percent. The president of Condé Nast Publications, Vogue’s parent company, describes Ms. Roitfeld as “probably the most creative person I’ve met in my life,” adding that she is acutely aware of what her readers want.
With her keen instincts and undeniable fashion sense, whatever strategy Roitfeld decides upon will most likely bring her, and French Vogue, continued success.
Source: CNN
