Ch.5 - Developing a Global Vision

 the editors- in-cheif of Vogue's 17 international publications

Nearly a hundred years ago, under the directorship of American magazine publisher Conde Montrose Nast, Vogue Magazine began expanding its international presence. The first steps in Vogue’s global expansion started in 1916 with British Vogue and then Vogue Spain. Soon after, in 1920, Vogue came to France and Italy where the magazine quickly found great popularity and success. Thanks in great part to the highly effective advertising and promotional strategies Nast set into motion, this pattern of international growth continued steadily through the 20^th century. Today Vogue publishes region specific editions of its magazine in 17 countries the world over including The U.S., Turkey, China, Germany, Russia, Brazil and many others.   

Vogue’s most recent international growth seems to stem from emerging markets in Asia such as China and India, which have begun quickly adding to the region’s already strong overall demand for high fashion and new fashion trends. With almost 1/3 of its international publications focused on Asian markets (India, China, South Korea, Japan and Taiwan) Vogue seems to be tapping into a broader global economic trend which many economists and world leaders are also watching closely.

A key component to Vogue’s success in so many varied regions of the world has been its ability to address fashion concerns that appeal to both the local fashion interests of the target region as well as to the larger, ever changing international fashion community. This has helped create an increasingly more rich, multicultural fashion industry in which vogue continues to be a key player, an industry that shows great promise for even more growth into the coming decade.