The RMB 20 (US$ 3) Chinese edition of LEON is published by Rayli Media Group and targets the upwardly mobile 30 to 45-year-old men with high disposable income, who care about their looks and well-being but are not victims of fashion, with marketing slogan “better image strengthen competitiveness”.
“As Chinese people get richer, society needs Chinese men to look better,” explained Charley Kan, national CD/MD Beijing, MEC. “The magazine is prepared to take on an educational role to teach Chinese men as they start to look after their appearance and style.”
However, unlike other imported men’s fashion magazines such as Men’s Uno, Vogue Men, L’Official Homme, which focus on younger fashion-conscious readers and use teenage models, the Western models in LEON are middle age and not “supermodels”, they could look like your boss.
The content is more practical with tips that can improve their image at work.
“Fashion is still not a top priority for men in China, they may feel embarrassed to buy fashion magazines at newsstands instead of magazines about business and news, which is a big barrier for men fashion magazines,” Kan pointed out.
Meanwhile, industry sources say GQ is planning to enter the China market this Autumn.
