Fashion magazines: design implications of focus and perception variance between Chinese and UK females

Hu, S., Gulliver, S. ORCID: https://orcid.org/0000-0002-4503-5448, Kyritsis, M. ORCID: https://orcid.org/0000-0002-7151-1698 and Stevens, R. (2013) Fashion magazines: design implications of focus and perception variance between Chinese and UK females. In: The International Conference on Management of Emergent Digital EcoSystems 2013 (MEDES), 28-31 October, 2013, Luxembourg.

Abstract/Summary

A growing segment of Chinese women are willing to spend a high percentage of their income on fashion related products, however there appears to be concern over the quality of Chinese fashion magazines. Concern can be focused in two major issues: i) fashion magazine design, and ii) pictorial and textual distribution of content. This paper investigates how human factors (i.e. social norms and individual differences) influence fashion magazine design/format preferences, and investigates the difference in readership patterns between British and Chinese Women. Our study identifies significant differences between UK and Chinese readership; which has an impact on magazine viewing patterns and content preference.