The Evolution Of International Fashion Magazines In China(2005-2020)-take Vogue China As An Example

As the 21st century enters the third decade,it is necessary for us to sort out the past efforts made by international fashion magazines in China,reviewing the history of its development,analyzing the current gains and losses,and try to find a way for its future development.This paper takes fashion magazines as the research object,selects Vogue China as the case study,and through the research methods of content analysis,field investigation,in-depth interview and comparison,vertically combs the development course of international fashion magazines represented by Vogue China in the Chinese market in the past 15 years.This paper is divided into three stages and selects different emphases to discuss "Localization of international fashion magazines(2005-2010)","Social media transformation of international fashion magazines(2011-2015)",and "Productization of international fashion magazines(2016-2020)".Analyze the product operation of Vogue China from paper magazine,Weibo,We Chat,i Pad magazine,Vogue Mini app,as well as the recently derived sub-brands such as Vogue Me,Vogue Film and Vogue Business based on Vogue brand.Based on the media bias theory,the development of international fashion magazines in China is an innovative trial-and-error process of adapting to the new media(especially social media)environment dominated by space bias.It is also a process from form exploration to return to the standard.Looking into the future,this paper puts forward the following suggestions for the development of fashion magazines: facing up to the change of media power,reconsidering the content production of fashion magazines,and transforming the productization from "brand" to "independent operation" in the future.