Women's Fashion Magazine In China's Current Situation And Development

The soul of women's fashion magazine is known to be "fashion". The author of this article believes that there are differences between fashion and popularity, for fashion is more advanced than popularity in many ways, such as outside forms, people groups involved and its level. H. Bloomer, a sociologist, thinks that fashion is a characteristic which is popular and accepted, often "be regarded as advanced", and also has more value in some areas.Women's fashion magazines which are mainly designed for females with certain economic foundation, advanced education and better condition of life, falls in a catalogue of fashion magazine. Such magazines periodically offer contents of clothing, cosmetics, travelling and leisure, etc. Through the information, these magazines pass the ideas of fashionable cultures and consumption to the readers. Women's fashion magazines, different from text magazines otherwise, selling themselves much by pictures and photos. Readers can be affected on aspects like ideas of fashion and views of social values. This article is going to analyse the characteristics of women's fashion magazine- popular fashion textbook, fashion ad show and driving force of fashion consumption- from three levels of journalism and communication theories:recognition, attitude and behavior.Women's fashion magazine originated from outside of China. Nowadays, there are dozens of women's fashion magazines in domestic market, much of the ones with competitive capacity, large market proportions and great influence on readers are the products by cooperation between domestic magazines and world famous women's fashion magazines, in which VOGUE, ELLE World Fashion, Fashion COSMO and Ray are the most famous and have become the leading fashion magazines. These four fashions magazines altogether have taken more than half the market proportion of the same kind. This article has collected information on the sales of these fashion magazines in the past 5 years and is going to make a comparison of the sales development. Out of these magazines, the author is going to pick the representative one which has kept the most market proportion for years- Ray as an example, to analyse its strengths in detail:clear reader orientation, all-around information in various areas and solid channels of information.Besides the success they have achieved, women's fashion magazines, as cultural consumption materials, also have the intrinsic flaws on many ways like volume setup, picture-text organization and the use of ads, etc. This article is going to analyse three traps in women's fashion magazines using journalism and communication theories:fostering agenda setup to make the focus vague, puffing consumerism and blinding readers by creating pseudo-environment. In the future development, this article, through analysis of cases, suggests that women's fashion magazines take the responsibilities of promulgating fashion cultures, improve themselves in contents, ad cooperation and brand promotion. Women's fashion magazines can have a brighter future with the idea of innovation.