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Does the influence of Chinese fashion bloggers add up?

shutterstock_428361007-2-1-1240x933Gogoboi (second from left), who was ranked as the number one fashion blogger in China by Exane BNP Paribas, attended the Swarovski BeBrilliant event in New York last year (Shutterstock)

Key opinion leaders (KOLs) have been touted as the next big thing in luxury brand marketing. A way of reaching consumers on a level that is comfortable to them, driving desire for products via social media influencers that the consumers know and trust. (This story is based on a report by Yiling Pan in Jing Daily, the leading digital publication on luxury consumer trends in China, with which PretAirporter and The Moodie Davitt Report has formed a new alliance).

Clare Austin
written by: Clare Austin
With a background in fashion and beauty journalism for magazines such as Elle and Harper’s Bazaar Clare is a beauty enthusiast whose pulse quickens whenever a new product hits the shelves.