With the engagement of Internet celebrities and key opinion leaderships (KOLs), a new way has been paved in luxury brand marketing in China.
Other than inviting online celebrities and KOLs to endorse the products and sometimes collaborating with them to produce new designer items, luxury brand companies have also started to sell their designer products in these KOLs’ own electronic business platforms.
Givenchy is a prime example of this. At the end of April, the luxury goods company organized an exclusive online sale of its new Duetto series of handbags via LOOK, the private e-commerce platform of the famous Chinese fashion blogger Gogoboi. A total of 7
A total of 7 colors were launched for the handbags, each limited to a quantity of 6 bags. Based on statistics by LadyMax, a Chinese fashion media company, 2 out of the 7 colors available were sold out in merely half an hour while the remaining followed suit in just 72 hours, showing the vast commercial potential of these on...
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