The first Australian and New Zealand edition of French magazine L'Officiel is set to hit newsstands on Monday, with the magazine eyeing off women in the over 35 demographic who enjoy spending their executive salaries on luxury goods.
Executive editor of the monthly title Matthew Paroz told AdNews that the luxury market is strong in Australia, and he believes that L'Officiel will stand out in the competitive market.
“We've taken a good look and seen that, in terms of luxury in Australia, there's a really positive story there.” Paroz said.
“People talk about obviously the publishing market is undergoing a great many changes, but, for where we're pitching ourselves in the market – at a slightly older, more established reader – and I think that kind of woman still has connection to magazines.
“If you look at the figures, the bottom is falling out of the younger market, and what I’m trying to do particularly with the editorial, is create a real luxury environment for consumers and for readers to really connect with that,” he said.
The publication is owned by Paris-based Jalou Media Group, a family-owned business with a 93-year history.
L'Officiel Australia and L'Officiel New Zealand, licensed by Cielo Publishing, mark the 25th and 26th international editions since the original French title launched in 1921.
Paroz hopes that Australian women will identify with the French aesthetic, saying that the style of the women in both countries has more similarities than differences.
“The wonderful thing about a French aesthetic, it's not like an American idea of glamour. The beautiful thing about the French style is it's quite relaxed laid back and confident and I think there is that link with how Australians think and dress.”
The content of the magazine will focus on the story behind goods and the people in the luxury market, with Paroz telling AdNews that: “There’s no point in us coming to market telling people the same things they can already get.
“People want to know what's fashionable, you can get that from weekly magazine now. But if you want to get the story behind the brands, and the history and heritage and exactly why this particular shoe or handbag is worth your time or your money, that's something that I’m really interested in exploring.”
The magazine will launch with a 300 page edition and will feature international advertisers at first, with an eye to local luxury advertisers in the new year.
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