The Problem Of Chinese Men's Fashion Magazine

Trends Gentleman as the first men's fashion magazine is 12 years old now, since it's born in 1997. In these 12 years, with the rapid economy growth and the expanding of the middle society, China's man's fashion magazines grow up to near 20. In 2005, FHM and Maxim started publish their Chinese edition, and 2005 was even named "the year of man's fashion magazine". In the beginning of 2008, the other two man's fashion magazine BAZAAR Man and L 'officiel Hommes showed up, which signaled that man's fashion magazine market is getting mature and differentiated.At the meanwhile, we can see that although man's fashion magazines named themselves "elite", "quality", "high-class", the same puzzle they are facing is the real audience is far below their target group. It is very hard for them to gain more audiences, especially the high-class people, which is the problem that restrict the development of China's Men's Magazine.In this article, through comparison between the cover of Esquire and it's Chinese edition, the researcher finds that the essential reason lies in that China's man's fashion magazines had lost man's fashion magazine's core value, which contains: shape the country inspirit, shape man's temperament and memorize history.