The diminutive Angelica Cheung presides over Vogue China from her office in one of Beijing’s many tower blocks. She is funny, incisive, and charming – as only the head of the country’s most outrageously successful publication can be. This is a woman who – in the midst of a crisis that has pitted publishers against each other in a to-the-death fight for advertising ink – actually needs to continually increase editorial volume to keep up with advertising demands. Vogue China currently runs at 300 editorial pages each month, in comparison with American Vogue’s approximately 100 pages of editorial copy.
“There is so much demand for the prime advertising positions,” Cheung told INSEAD Knowledge in Beijing recently, “that we’re under continuous pressure to keep up with the content.” In short, Angelica Cheung and Vogue have detonated the explosion of China’s demand for luxury.
Vogue China debuted in September, 2005 – September being the month the fashion industry presents its fall-winter collections in the edition that’s fondly known as “the fashion bible” of the year. The initial run of 300,000 copies sold out, necessitating a second printing.
by Elizabeth + aniie