You get the readers familiar with the designers, you show them what works, and sometimes you actually tell them what to buy. It can't get more basic than that.

You can see it in designer shops in Shanghai and Beijing.

For the second kind of readers, Vogue offers fashion concepts, and helps to cultivate their taste and vision of fashion.

You inspire the girl to believe if I take care of myself, if I buy the right things, and I educate myself, tomorrow will be better.

Just a few years ago, China definitely wasn't ready and didn't have consumers at the level of Vogue. Two years from now, though, would have definitely been too late. That's the way China is, moving incredibly fast.

Every source of information comes from a different vested interest. Usually there's a bias built into that information.