Grazia UK Says Women Are Spending Twice as Much on Interiors as Beauty
MILAN — Following the October launch of Grazia Casa, Grazia UK editor Hattie Brett says the magazine is focused on a “dramatic increase in interiors content online at graziadaily.co.uk,” following the all-new annual interiors special’s October launch. The wave of new content, she told WWD, will be amplified as part of its ongoing collaboration with Pinterest.
“When we surveyed our print readers last year, they told us their spending on interiors had dramatically increased. And we see that online, too. Three out of our top 10 revenue-generating affiliate articles this year have been homeware focused,” Brett pointed out. The British edition of the Italian magazine is currently published under license by Bauer Media UK.
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Similarly, Pinterest and Condé Nast Entertainment forged a new content partnership earlier this year.
The Condé Nast Entertainment deal was part of a video and content strategy that Pinterest rolled out more than two years ago, envisaged to channel 160 exclusive videos produced by Vogue and Architectural Digest pegged to feature seasonal and cultural moments, including “Fashion Month,” “Wedding Season,” “Summer” and “Back to School.”
Only available in print, the special is available in newsstands and on Apple News+ until the second half of December. The new annual Grazia Casa issue features former J. Crew president and creative director Jenna Lyons on the cover and aims to bring to the fore how the world’s most fashionable approach homeware. In addition to the feature story on Lyons, the magazine took its readers on a tour of Giorgio Armani’s holiday home on the island of Pantelleria, Italy, and highlighted TV presenter, writer and lifestyle specialist Laura Jackson, who shared her tips on easy entertaining.
Slated to be released on an annual basis, Grazia Casa is packed with fashion insiders’ tips on how to decorate and “deck out” the home.
“The Grazia Casa woman is confident and style-obsessed but time-poor. She looks to Grazia Casa to cut through the noise, delivering news on what’s trending on TikTok (hello, outdoor baths) in our 10 Hot Stories section, and comprehensive edits of the best items to shop now,” Brett reflects.
Research conducted by Grazia found that its audience of AB women are now spending twice as much on interiors a month as beauty, and that its readers are increasingly looking to the publication for recommendations, advice and inspiration for their homes. AB is a classification used by the U.K. census bureau to identify higher and intermediate managerial, administrative and professional occupations. C1 refers to supervisory, clerical, junior managerial, administrative and professional occupations.
The new special offers practical tips for women who are pressed for time, regardless of budget or DIY skills, and includes research into the best products to buy right now as selected by the eye of the Grazia team and interviewees.
The next Grazia Casa will launch in spring 2024.
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