Condé Nast

Vogue Club

Concept development for a membership product with gated content, perks and community features for Vogue audiences.

Web
New Product Development
Editorial

Project Info +

Project Info –

Vogue Club

Background

Vogue has been synonymous with fashion for over 125 years. I was invited by the VP of Product at Condé Nast UK to work alongside the Vogue Product Manager on a new paid membership proposition.

Vogue Club membership would offer exclusive editorial, special events, monthly perks and curated shop discounts.

Approach

Working with stakeholders across the UK and US, I conceptualised what the membership experience could look like.

I created a suite of page templates and user features designed to shape the core product offering and bring the exclusive editorial world of Vogue Club to life.

Outcome

Vogue Club went on to launch successfully as an MVP, giving the brand a direct, monetisable relationship with its most engaged readers.

The membership model opened up a new revenue stream beyond traditional advertising, while deepening audience loyalty through exclusive access and community.

Using already existing Vogue branding and components, I quickly bought to life the Vogue Club concept based on editorial and product requirements. They were bespoke articles and interviews, exclusive event and shopping listings.

As Vogue Club is a premium membership offering, we included exclusive Vogue Club content within the main Vogue website. These articles would be clearly labelled as exclusive content, allowing free users to sample this new exclusive content.

The articles would be gated on a users 3rd article - directing the user to a member marketing page for them to convert to paid up members.

Whilst working on this project, Condé Nast was also looking at a unifed Account area, that could be implemented across all of their brands. Doing this has obvious data and cross-selling benefits. This project also involved some discovery owkr on what a unifed cross-brand Account area could look like.

Condé Nast

Vogue Club

Vogue Club

Background

Approach

Outcome

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