Condé Nast is consolidating its global business in the Middle East, transitioning to direct management of its leading titles like GQ, Condé Nast Traveler, and Architectural Digest. The company aims to capitalize on the region's rapid growth and evolving consumer preferences with a focus on digital platforms, events, and localized content.
Anna Wintour, chief content officer and global editorial director of Condé Nast , and Thomas Khoury, Middle East managing director, recently attended a launch event in Dubai. This event marked a significant shift in Condé Nast 's Middle East strategy, as they transition their business to direct management.
Khoury expressed his excitement about leading renowned titles like GQ, Condé Nast Traveler, and Architectural Digest in the region, aiming to expand their reach and capitalize on its rapid growth. Wintour, during her first visit to Dubai, echoed Khoury's enthusiasm, emphasizing the company's commitment to supporting the region's flourishing cultural landscape. She highlighted the Middle East's unique position as a fast-growing market across key sectors like fashion, beauty, and luxury, driven by a young population and high digital adoption rates. This strategic shift involves a mobile-first, social-first, and digital-first approach, while maintaining a select print presence.Condé Nast is prioritizing engagement with the younger generation – Gen Z, Millennials, and Gen Alpha. While print remains relevant, the company is strategically focusing on digital platforms to reach this demographic. Events have also become a crucial pillar of their Middle East strategy. They plan to leverage global cultural moments like the Vanity Fair Oscar party and Vogue World, while also creating localized events around regional celebrations like Ramadan and Diwali. Manuel Arnaut will continue to lead Vogue Arabia's editorial content, and Amine Jreissati will head editorial content for GQ Middle East. Both publications will launch their first print issues under direct management in March. The transition to direct management allows Condé Nast to exercise greater control over brand positioning and editorial direction. Addressing the need for native Arabic-speaking talent, Khoury acknowledged the challenge and stated that the company is collaborating with academic institutions to elevate journalism standards in the region. They aim to ensure contextual relevance and develop a deeper understanding of the fashion industry within the Middle East
Condé Nast Middle East Digital Strategy Fashion Events
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