By Susan Owens
Prestige European fashion brands embracing the power of KOLs (Key Opinion Leaders) are swiftly mastering the art of reaching out to the world’s fastest-growing luxury consumers – Chinese Millennials.
But for many brands, mystique still surrounds the power of the Chinese KOL. While Influencer Marketing in the west is within their comfort zone, the clear barriers of not only language and culture but a fully individual digital eco-system can cause a lack of clear understanding.
The Luxury Conversation’s Paris breakfast briefing (following recent London and New York briefings) to an audience of 50 invitation-only guests set out to demystify this subject with an intimate tête-à-tête at the House of Tai Ping Showroom in Paris.