When Apple first revealed its smartwatch to the world, we speculated that, given the way the watch looked and its emphasis on fitness apps, this was going to be the most female-friendly smartwatch out there.
Looks like we weren’t mistaken. Advertising Age, the leading global source of news, analysis and inspiration for the marketing and media community, has reported that, as well as appearing on the October cover of Vogue China, on the wrist of supermodel Lui Wen, and in Self magazine being worn by Candice Swanepoel, Apple has taken out a 12 pages of advertising in March’s issue of the US edition of Vogue.
Aside from what this indicates about the budget Apple has to market this watch – a single page in US Vogue ca cost up to $189,888 (£123,399) – it is a major indicator that it is going after the fashion press in a major way. And the female fashion consumer as well.
Interestingly, Ad Age has said that Anna Wintour has subtly been positioning US Vogue to be the “most tech-savvy among fashion books” having featured a 12-page editorial spread focusing on Google Glass in 2013.
It’s a clever move by Apple. Previously smartwatches, thanks to their looks and the looks of the people that usually wear them, have been pigeonholed as tech that really isn’t wearable if you have a decent grasp of style.
By wooing the fashion pack, Apple is trying to overturn that notion. And in the next few months we’ll all have ring-side seats to see whether its gamble pays off.
We can’t wait.