University of Worcester Worcester Research and Publications

Creating Images of Fashion: Consumer Magazines and American Competition in Britain, 1910-1940

Cox, Howard and Mowatt, S. (2009) Creating Images of Fashion: Consumer Magazines and American Competition in Britain, 1910-1940. Business and Economic History, 7. pp. 1-12. ISSN 1941-7349

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In this essay, we explore the development of consumer fashion magazines in Britain during the first half of the twentieth century. Leading British magazine publishers, led by Alfred Harmsworth’s Amalgamated Press, successfully exploited the low-price weekly magazine aimed at homemakers, using the newly developed, capital-intensive printing technology. American firms, such as
Condé Nast and Hearst’s National Magazine Company successfully introduced high-quality, high-price fortnightly and monthly titles such as Vogue and Harper’s Bazaar. Despite a tradition of producing high-quality fashion magazines during the nineteenth
century, British publishers’ titles during the early twentieth century did not compete directly with those from American firms. Thus, the competing market-positioning strategies partitioned the fashion magazine market, rather than simply segmenting it. The British editorial style emphasized domesticity, while the American publishers cultivated aspirational consumerism. These approaches
were fundamental in shaping the images of fashion presented to British women until the mid-twentieth century.

Item Type: Article
Additional Information:

The full-text for this article can be accessed via the Official URL.

Uncontrolled Discrete Keywords: images of fashion, consumer magazines, fashion magazines, American competition, British publishing, British women
Subjects: D History General and Old World > DA Great Britain
E History America > E11 America (General)
Divisions: College of Business, Psychology and Sport > Worcester Business School
Depositing User: Howard Cox
Date Deposited: 21 Jun 2011 12:36
Last Modified: 17 Jun 2020 16:55

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