Elle rolls out Chinese shopping guide

Hearst Magazines UK has published a shopping guide in Mandarin Chinese, which is being handed out with 10,000 copies of the latest Elle Collections luxury fashion biannual.

Elle Collections: publishes shopping guide in Mandarin Chinese with latest issue
Elle Collections: publishes shopping guide in Mandarin Chinese with latest issue

The guide, in the autumn/winter edition out this week, targets high-spending Chinese tourists in the UK and highlights their importance to the British luxury goods industry, according to the publisher.

The London-focused shopping guide will be distributed with Elle Collections at hotels, tour operators and on airlines. It will also be available digitally via the Apple Newsstand.

Shoppers from China are the fastest-growing group of luxury spenders in the UK, according to The 2013 UK Luxury Benchmark report. Elle worked with the tourism marketing agency ChinaContact and the advice forum China Advisers Network to create the retail guide, which carries ads focused at the Chinese market.

Elle Collections has a cover price of £7 and has undergone a redesign this edition.

The biannual's newly appointed editor, Rebecca Lowthorpe, who has also become the deputy editor for Elle UK, oversaw the redesign, as well as the shopping guide. Lowthorpe was fashion features director at Elle UK for the past nine years.

The 180-page issue features a new detachable newspaper-style pull-out and a limited edition pin-up poster of the model Sky Ferreira, shot and art directed by the Saint Laurent creative director, Hedi Slimane.

Lorraine Candy, editor-in-chief, of Elle UK and Elle Collections, said: "In the seven years I have overseen Elle Collections, it has become a cult magazine. There is nothing like this innovative biannual on the UK newsstand and its evolution is further proof of the demand for high-quality print products."

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