Harper's BAZAAR announces Chinese language edition
In January 2013, Harper’s BAZAAR will publish Australia’s first Chinese luxury fashion magazine in partnership with the City of Sydney.
The special edition will be distributed to a targeted audience of affluent Chinese tourists arriving in Sydney during the Chinese New Year period.
The magazine’s content will be created by Harper’s BAZAAR editor Kellie Hush and her team and translated into simplified Mandarin to appeal to the Chinese shopper and visitor. A digital version, which can be easily downloaded for travelling, will also be promoted alongside the print edition.
“We are proud to be partnering with the City of Sydney for what will be the first Chinese language print and digital edition of Harper’s BAZAAR Australia,” says Robyn Foyster, publisher of Harper’s BAZAAR.
“Chinese consumers are increasingly aware of luxury brands and we can provide the perfect destination when they visit Australia. It’s also an ideal offering and environment for our advertising partners. Our print edition will have a strategically-targeted distribution including five star hotels, casinos, and airport duty-free stores both here and in Asia, as well as via China Union Pay merchant partners.
“All in all it’s an incredibly exciting project that we fully intend on expanding in the future as the growing Chinese tourist market becomes increasingly important.”
The number of visitors from China to Sydney has risen from fewer than 500 in 1972 to 542,000 in 2011. Visitors from mainland China to NSW increased nearly 8 per cent last year to 303,000, spending a record $1.2 billion.
This is one of many exciting initiatives Editor Kellie Hush plans for the Harper’s BAZAAR brand in 2013.
"Harper’s BAZAAR Arabia published its first Chinese edition in 2011 with great success so we looked at producing our own and found that there was a demand both from our advertising partners and tourism outlets," Kellie says.
“We know that luxury retailers are benefitting from wealthy Chinese tourists travelling to Australia and in January there will now be a luxury fashion magazine featuring the beautiful fashion imagery for which Harper’s BAZAAR is renowned plus a shopping, cultural and entertainment guide in Chinese.”
Harper’s BAZAAR was launched in Australia in 1998 as part of the joint venture between ACP Magazines and Hearst Magazines International – the most successful and longstanding media partnership in Australia. The joint venture also publishes Cosmopolitan and madison.