Wednesday, August 6, 2008

Trend watch: Fashion mags go global

Style bibles such as the likes of Vogue, Marie Claire, Elle, Harper’s Bazaar and GQ have established worldwide appeal by launching versions in foreign languages. Dominating the pack is fashion and beauty heavyweight, Vogue, which has a current international roster of British, French, German, Greek, Indian, Italian, Portuguese, Russian, Spanish, Australian, Japanese, Korean, Taiwanese, Chinese and Mexican editions, along with its American publication. These glossies are not mere translations of the English kind, but are produced in, and focused on their respective, unique cultures, drumming up devoted readership. After the flourishing success of Vogue India in October 2007, GQ India is gearing up to follow suit, with its debut issue, expected to drop in October of this year. Marie Claire China, where brand names are all the rage, has swiftly become a platform for designers to promote their lines. Advertisers are taking note, and tapping into the ethnic model and celeb circuit for ad campaigns and endorsements, so readers can relate to their products. Despite a plethora of national publications, internationally iconic titles with cultural flavour have proven to be the winning formula for these magazines.

1 comment:

Yumna said...

Cool post. Bipasha looks stunning!