Date Posted: Tuesday 13th November 2018
Hearst UK has announced a new strategy for men's media brand Esquire, with a relaunched magazine, a refreshed website and the launch of a new bespoke series of events.
Hearst will invest in Esquire’s print magazine to enhance its luxury positioning by introducing a cleaner, more modern aesthetic, a bigger size format, better quality paper stock, increased paginations and new sections and contributors. From February 2019, Esquire will publish six issues a year and increase its cover price to £6. Hearst will double Esquire’s marketing spend to ensure greater impact at the point of sale and increase the focus on its distributed copies to reach a tightly targeted, high-net-worth audience at culturally-relevant events, such as art and design fairs and exhibitions.
A refreshed esquire.com/uk and social channels will increase coverage of luxury, style and culture content, reflecting the magazine’s positioning.
To coincide with the relaunch, the brand will unveil Esquire Evenings, a series of boutique event experiences across the capital, including supperclubs, speaker talks and masterclasses . Esquire Evenings will build on the success of Esquire’s event portfolio, which includes Esquire Townhouse, its annual four-day luxury brand experience, and Esquire Self-Made, a one-day entrepreneur-focused luxury summit, which launched earlier this year.
Esquire will also expand its series of product collaborations with luxury brands, The Esquire Edit which launched earlier this year. The first capsule collection included collaborations with Lock & Co, Sunspel, CQP and Troubadour.
The first issue of the new print edition will go on sale from February 2019.