The French, English and even Arabic editions of the world’s most elite fashion magazines are bending over backwards to speak to the rising flow of Chinese tourists in their own language.
PARIS, France A big stack of glossies sits in a swish Parisian caf, free for the taking. Model Valerija Kelava graces the cover, dressed in a black Gucci leather-trim dress. If you were to have a quick skim of the magazine, which features the likes of Sonia Rykiel, architect Christian Liaigre and kids fashion line Bonpoint, it could easily be mistaken for any other French Vogue supplement at least, until you notice it’s all in Chinese.
Global media outlets like Cond Nast, Hearst and Lagardre opened offices in cities like Hong Kong, Shanghai and Beijing long ago, when launching the Chinese editions of their most popular fashion glossies. And, naturally, since then, magazines like Vogue China, Harper’s Bazaar China and Elle China have been produced locally by Chinese editorial teams. But over the past year or so, a new hybrid magazine format has emerged, published by the non-Chinese editions of global magazine brands to tap to the growth, power and influence of China’s outbound tourism industry……..
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