Chinese fashionistas are not lacking when it comes to getting the latest fashion scoops and designer inspiration.
Women’s fashion magazine Marie Claire is the latest to target the lucrative Chinese luxury market with a print and online initiative through its bi-annual Runway London shopping guide.
The publisher will feature a 24-page, Mandarin-language insert in each of its 10,000 copies of Marie Claire Runway shopping guide. Aimed at affluent Chinese women preparing to travel to London, or that are already there, Marie Claire has set up a responsive website designed specifically for the Chinese market that can target customers through IP address and browser language targeting, according to The Drum.
Marie Claire publishing director Justine Southall said, “We know that the Chinese consumer already has an affinity with the Marie Claire brand, and given the growing numbers of Chinese luxury travellers and our fashion credentials, the launch of this shopping guide makes perfect sense. We’re already working on an enhanced digital proposition for 2015.”
Burberry and Ferragamo are already on board as advertisers, and the insert will be distributed through select London hotels, Eurostar rail lines, retail outlets, financial institutions, Chinese tour operators, and several airports and airlines.
image credit: marie claire