The Luxury Conversation held an event in collaboration with M Talk, a regular series of insightful and inspiring talks held at M Glam, on the Bund in Shanghai.
100 guests attended in order to hear straight from the KOL’s mouth about the reality of life under the social media spotlight. When worked with properly, Key Opinion Leaders are now a must-have aspect of any brands communications strategy in China.
Speaking at the event was Michelle Ye and Tera Feng. Michelle was one of the very first KOLs, shooting to fame in 2010 by sharing her unique perspective on life to her fans, reaching 1 million views in just 10 months. Michelle later launched her own highly successful fashion brand in 2015.
Previously an editor, Tera has now become a fashion buyer and KOL, working with brands such as YSL, Dolce & Gabbana, MARNI, Swarovski, SECOO and more, on her incredibly successful Weibo account. Continue reading “Confessions of a KOL: The Luxury Conversation x M Talk in Shanghai”
Last month, Secoo held a brand upgrade press conference, to announce their new slogan – ‘Devoted to You’ and to introduce the brand’s expansion plans. Already the leading premium lifestyle platform with over 25% market share, these bold new plans centred on customisation – unique collaborations with Chinese designers and talents, personalisation – high-end travel and personalised education packages, rental – a seven-day luxury bags and watches service, as well as partnerships and co-branding aimed at diversifying Secoo into new products and offline, social experiences. Continue reading “5 Questions with: Richard Li, Founder & CEO of Secoo, China’s Leading Premium E-Commerce & Lifestyle Platform”
M Talk and The Luxury Conversation bring together leading Chinese fashion and lifestyle KOLs for a frank discussion about the real life of being a KOL.
With fanatical fans and aspirational brands wanting to know about their everyday lives, what does it now mean to be a KOL? How did they become one, what are the challenges and where do they see the future going for KOLs? Continue reading “Confessions of a KOL: M Talk x The Luxury Conversation, May 30, Shanghai”
By Francesca Fearon
Today, China dominates the conversation of every luxury marketing event because of the sheer numbers involved. The allure of the Chinese consumer especially the Millennials with their taste for fashion and luxury cannot be ignored by prestige brands and was the core topic at a recent marketing seminar in London hosted by Walpole, an association of over 200 British luxury brands.
Continue reading “The Walpole International Marketing Seminar, London: Affluent Chinese Consumers & Millennial Mindsets”
Living in Shanghai, you’ll overhear or have conversations about ‘an idea’ to start a new business and attract China’s wealthy demographic. There are so many of them that you just need a small portion to be successful, right? While for many, these ideas are as immobile as the traffic on the Yan’an road tunnel, a few shine through.
Guillaume Rué de Bernadac started with an idea to teach etiquette in China. Years later, just some of the luxury brands his Academie works with are Cartier, Gucci, Bottega Veneta, Givenchy, Ritz-Carlton, Shangri-La, St. Regis, The Temple House, Christofle, Baccarat, L’Oréal, Roger & Gallet, and Maserati. Continue reading “5 Questions With: Guillaume Rué de Bernadac, Founder of Luxury Etiquette Brand Academie de Bernadac”
By Lauren Hallanan
While there is no one-size-fits-all China market strategy, there appear to be five common approaches for U.S. brands to reach Chinese consumers. Several U.S. brands including Tiffany & Co, Estée Lauder and Michael Kors, have made a name for themselves in China’s growing luxury market. The Luxury Conversation Survey on U.S. brands revealed clear adoration for various brands and travel destinations. How have they each achieved this? Continue reading “5 Ways U.S. Luxury Brands Have Won in China”
We’ve all seen the carefully curated gym pics going out on social media. But more than just a chance to flash the flesh, fitness and exercise have a whole new meaning in China. Fitness is the new status symbol of luxury and wealth.
Bling is tuhao (nouveau-riche and lacking in class), Gucci is ‘something my Mum wears’, and a YSL lipstick is fine for entry-level luxury. But if you want something that says ‘I have plenty of free time, I am as up-to-date as can be with international trends, and I am a class above’ – you want a toned bod with a booty to boot.
A fine physique takes much more money, know-how, and time to build. Shapes and muscles speak of privilege, and are fast becoming a badge of social status itself. A growing segment of China’s young, wealthy class is shifting attention from obvious brand purchase to fitness and bodybuilding. Continue reading “How a Curvy Butt is the New Luxury Status Symbol in China”