L'Officiel (founded in 1921) was born amid the hustle and bustle of Paris known as Les Anée Folles (Roaring Times), a time when fashion and art flourished. Among fashion magazines, it represents traditional high fashion and is considered the magazine closest to the world of haute couture. It is currently published in 29 countries, and its 30th issue, L'Officiel Japan, will be relaunched on October 1st. (For more on the significance of the relaunch, please refer to Fashion Headline: Japanese Mode Magazine Chronicle Part 3.
When we asked publisher and editor Mabuchi Tetsuya about the circumstances that led to the relaunch, he said that he had previously asked Jennifer, editor-in-chief of L'Official's sister magazine, Jalouse, to create a fashion catalogue for Japanese brands. Every time they met, they had talked about launching a Japanese edition of Jalouse, and it was decided that if they were really serious about it, they should start with L'Official, which is the flagship magazine, and things started moving.
"Initially, it was being discussed with the publishing division of a certain cable TV company, but when I told Okubo Kiyohiko, Managing Executive Officer of Seven & i Publishing, that I owned the rights to publish 'L'official,' he offered to publish it as a co-publisher," Mabuchi began, explaining that it took three years from acquiring the rights to complete preparations for the relaunch.
Seven & i Publishing is building new sales channels by utilizing the distribution system of its parent company, Seven & Holdings. In addition to the traditional system of distribution through distributors, the magazine corners of convenience stores, which have now become the mainstay of magazine distribution, cannot be underestimated, and publishers are eyeing that space.
The Internet has dramatically reduced the number of bookstores from 30,000 30 years ago to 8,000. While the act of buying books in person will never disappear, the current decline in the number of bookstores makes it difficult to expand sales channels. "Seven & i Holdings operates 7-Eleven convenience stores, with a total of 18,000 nationwide. Having a distribution route there is extremely attractive." While there are voices of criticism about placing the world's most luxurious fashion magazines on convenience store shelves, Mabuchi's resolute statement seems to be based on a belief that he has a winning strategy. The Internet is changing the values of the times. Conventional wisdom may become unconventional. While the content of fashion magazines may remain unchanged, the hardware is undergoing change.
Seven & Holdings is promoting omnichannel distribution across the group. By integrating the online and offline worlds, a distribution system is being built that allows consumers to obtain accurate information and get what they want, anytime, anywhere, and in any way. This system is sure to bring about new developments in both the print and online worlds.
/>
---Continued in the second part, "Will it create a new wave in the publishing world? What are the advantages of 'L'Official Japan'?"
