Condé Nast is pushing to identify marketing opportunities across its publications, with the help of research initiatives designed to better understand consumer behavior.
The effort is part of Condé Nast Performance Lab, a recently launched program within the media conglomerate’s research and analytics team that collects data and conducts surveys to better inform marketing strategy across publications. After sharing its first study in July — which used neuroscience to show the efficacy of sponsored posts — the group revealed its latest findings, showing that early adopters of style trends are also more likely to become technology trendsetters.
Data showed that the correlation between fashion and technology is translating to sales: Fashion-conscious individuals are spending twice as much as others on products like the latest iPhone models, smart home devices and VR- and AR-enabled items. The study examined more than 1,200 people between the ages of 13-49 who were split into two test groups: the “fashion-conscious” consumers, defined as those who engage with Condé Nast brands dedicated to style content (such as Vogue and W), and a standard national sample that does not.