Issues of Vogue China are flying off newsstands this month thanks to a Gucci freebie packaged along with the magazine, according to Jing Daily.The fashion magazine is popular in China in its own right, but this month’s issue came with a free Gucci-branded paper folder that has people in a tizzy.
The brown folders are already selling for four times the price of the magazine (around $3) on Chinese versions of eBay, Jing Daily reports.
And newsstands around the country have been wiped clean, although some enterprising sellers in Beijing have jacked up the price of the issue.
Not everyone’s happy with the uproar. Jing Daily reports:
While this is great news for Vogue China, the frenzy for this cheap paper folder has provoked some of China’s most high-profile commentators to weigh in on the issue.
On Sina Weibo this week, the popular and influential iLook publisher and Chinese media figure, Hong Huang tweeted, “Vogue‘s promotion is quite strategic. But it’s a bit silly on the part of Gucci. To give it away in a 20 yuan magazine.”
iFeng also notes widespread disdain for the promotion among other “industry professionals” along the same lines of what Hong said, but adds that the dustup just seems to be fueling the frenzy even further.
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