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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 or...
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