After a year and a half of preparation, Harper's Bazaar was launched in Japan on Sept 20, 2013. “Our core target is working women, and we decided to create high quality content covering various tastes,” explained editor in chief Akiko Mori, handling both content and business matters.

The magazine faithfully reproduces the characteristics of its US version and differentiates itself from other magazines in Japan.

For its first issue, the magazine supplemented a compilation of the best covers dating from 1867 to the present. Words were written horizontally as the first attempt for a Japanese fashion magazine.

“There were pros and cons on this even within our office, but we ended up selecting horizontal writing, taking the digital version into account,” said Ms. Mori.

The results were promising, with feedback from readers and clients that the appearance was beautiful.

In order to bring in profits, the magazine also concentrated on its website, e-commerce and events. ShopBAZAAR was opened within Isetan’s online shopping site in line with the first issue. The magazine continues to focus on e-commerce, which is also a priority for the parent magazine. Aside from this, a launch event was held at Isetan Shinjuku and screening of fashion movies selected by the editorial team at Roppongi Hills.

Carine Roitfeld, the global fashion director of Harper's Bazaar and former Vogue Paris editor-in-chief, has an agreement with Harper's Bazaar to create the mode pages six times a year. The contents are used for each of the versions including Japan. Ms. Roitfeld is one of the most important people in the fashion industry, and her style and charisma is supported by fans throughout the world. In April, the documentary movie titled “Mademoiselle C” revealing the icon’s lifestyle will be screened in Japan.

For the time being, the Japanese version will only be issued every two months, and the possibility of becoming a monthly magazine is still undecided. The current focus is on creating the right image for target readers. At the same time, the magazine under Ms. Mori is prepared to adjust to any sudden changes that may occur in the industry.

With the rise of digital media, the priority of paper magazines nowadays is to create high quality content as opposed to quantity and speed. The magazines are seeking ways for digital and paper media to co-exist in this fast paced world.

Chronicle of Japanese fashion magazines complete. Return to the beginning of first half.