Miroslava Duma's lifestyle juggernaut, Buro247.com.au, is now live in Australia and the site's Australian publishing partner, NewsLifeMedia, is hoping that luxury advertisers who usually favour print will join the publisher and enter the online fray.
The site has already secured Tiffany & Co., Destination NSW, Cartier and Coach as sponsors and NewsLifeMedia’s lifestyle publisher, Nick Smith, told AdNews that while previously luxury brands may have been tentative about entering the online space, they are now well and truly on board.
“Luxury advertisers are now leap-frogging a lot of the people in the market when it comes to digital,” Smith said.
“They’ve definitely taken to social media. Some of the brands have followings that are into the millions, so they know the value of talking to a digital audience, but still in a luxury way.”
Smith explained that Buro 24/7 hopes to establish itself as a luxury space for a slightly younger-demographic in order to complement NewLifeMedia's brands such as Vogue and GQ.
“What's really refreshing about Buro 24/7 is it's very much a nod to modern day or new luxury. Miroslava Duma has come up the ranks quite quickly, it [Buro 24/7] almost talks to the movement around her brand. It's not just people who have a lot of money or a lot of income, [many] people can aspire to buy into luxury brands,” Smith said.
Smith isn't phased, though, telling AdNews: “We relaunched vogue.com.au three years ago, and we took Vogue to the number one women’s lifestyle site in Australia not just in fashion. We feel we have a few runs under our belt.
“We realise that print, social and experiential activations for brands are important but we really led the way in what we've done. If we take our learnings from Vogue and GQ we're confident that we can launch a digital only brand in Buro.”
Buro 24/7 founder Miroslava Duma will be in Australia next week during Australian Fashion Week to officially launch the site and to meet with key advertisers for the brand.
For more on the Luxury Market see the February 20 issue of AdNews – you can get it on your iPad here.
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