FHM's Attempts at Rebranding FHM is a lifestyle magazine for men that was founded in the UK in 1985. It is known for featuring attractive women in revealing poses and discussing topics such as dating, fashion, and entertainment. Over time, FHM began to face criticism for objectifying women and portraying an unrealistic ideal of masculinity. In response, the magazine attempted various rebranding efforts to update its image and appeal to changing tastes.
In 2003, FHM launched a new brand identity with the slogan "Fun, Humorous, Mischievous." The aim was to move away from the traditional 'lad' culture associated with FHM towards a more inclusive and playful tone. The magazine featured more humor, wit, and cultural commentary alongside their usual mix of sexiness and lifestyle articles. However, this rebrand did not have much success as it failed to resonate with readers or differentiate itself from other similar publications.
A second attempt at rebranding came in 2010 when FHM introduced a new logo and tagline - "For Him Magazine" - which sought to broaden the scope of its readership beyond just heterosexual males. This move was met with mixed reviews; while some praised the inclusion of LGBTQ+ voices, others criticized it for being too little too late. Despite these efforts, FHM continued to struggle financially and closed down operations in several countries including Australia, New Zealand, Indonesia, and India by 2017.
FHM's most recent attempt at rebranding came in 2018 with a shift towards digital media platforms such as social media and video content production. The goal was to reach younger audiences who preferred consuming media online rather than print magazines. Additionally, they started featuring more diverse body types and racial backgrounds in their covers as well as addressing issues like mental health awareness among men. While this approach has shown promise, only time will tell if it can effectively revitalize FHM's image and attract a larger audience.
In conclusion, FHM's attempts at rebranding were largely unsuccessful due to various factors such as changing reader tastes, increasing competition from online sources, and difficulties adapting to societal changes regarding gender norms and sexuality. The magazine may need to make further adjustments if it hopes to stay relevant in today's market.