How Much Influence Do Fashion Bloggers Have?

Hope to open China's rich consumer market, international luxury fashion Brands can be done with fashion bloggers who have many fans on social media brand extension. However, this strategy raises more questions than answers.

According to the world clothing shoes and hats network understanding, the Bank of Paris luxury goods The Ministry of Commerce has recently launched a "shopping guide: blogger" China). In this report, it launched a ranking of China's top 10 Fashion bloggers to explore how influential their fashion is.

Top 10 Chinese fashion bloggers ranked by luxury goods division of BNP Paribas based on the number of microblog fans

The report ranked China's most influential fashion bloggers based on the number of Weibo fans, with familiar names at the top, including gogoboi (? 1) and Mr. Bao (? 3). Their social media content is different. For example, dipsy (Chinese Name: Dixi, Xiaoer) and Mr. weishanian, a fake teenager_ k) (vogue columnist, China) focuses on seasonal products, T-stage fashion shows at international fashion week, and cooperation between Chinese stars and brands. Fashion columnists Rebecca and pomegranate are experts in clothing matching, teaching readers to mix and match different brands of products.

The report shows that in China, publicity through fashion bloggers with a huge fan base is not as bad or even better than through media coverage and advertising. This is different from the European and American countries, where the influence of luxury brands of bloggers is not comparable to that of celebrities and fashion media. This is because in China, the rise of fashion blog and the development of luxury market are synchronous. The report explained that fashion bloggers were the first to educate Chinese consumers through the Internet, ahead of luxury goods, fashion brands and media.

However, for luxury brands who want to borrow the fame of fashion bloggers to enhance their popularity, it is not enough to just look at the number of fans. Luca, the report's author and head of luxury goods at BNP Paribas Solca says the number of followers is not enough to measure the value of microblog bloggers“ The number of Posts liked, shared and commented on and the number of posts are better indicators of the attractiveness of these bloggers, "he said.

"For leading opinion leaders (KOLs), their influence has a lot to do with their personality, specific writing style, visual style, unique skills or their level of authority in the fashion industry," said Patrick, CEO of velvet group, a digital marketing agency in Shanghai Nordey said.

Examples of successful cooperation include Gucci's sales turnover in 2016, which can be said to be because Chinese fashion bloggers first noticed Gucci's new design and promoted it to consumers. Earlier this year, the capsule series jointly released by Mr. Bao and strathbury, a handbag brand, also attracted netizens' praise. However, not all cooperation is perfect. When gogoboi took over Louis Vuitton's official microblog at Paris Fashion Week in autumn and winter 2015, Chinese netizens scoffed at Louis Vuitton's move, saying that gogoboi's style was not in line with Louis Vuitton's brand image. In his recent micro blog campaign for Fendi, his post only caused a lot of comments, but did not reach the expected level of publicity.

For seeking one-on-one cooperation with Chinese fashion bloggers, one of the biggest doubts of luxury brands may be that the relationship between marketing and sales of influencers is difficult to determine. After gogoboi's Fendi event in November, LVMH, the brand's parent company, said in its 2016 annual report that Fendi's sales in China had increased. The two may be related, but it does not necessarily mean that there is a causal relationship between them.

Mr. Bao's recent cooperation with Givenchy is another interesting case. Mr. Bao joined hands with Givenchy to launch the limited edition of Valentine's Day 2017 through wechat, namely horizon, the latest Mini package of Givenchy. Mr. Bao said it was sold out in 12 minutes, but it's hard to say whether the sales miracle was due to his influence or just the result of "hunger marketing". As a sales promotion strategy to stimulate consumer demand by restricting supply, hunger marketing is often used by Chinese brands, including the technology company Xiaomi. Its success in promoting sales in the short term has been proved.

Wechat ordering page of Givenchy "mini horizon" handbag

There is no doubt that Chinese fashion bloggers will continue to play an important role in the luxury fashion industry. But one thing is clear: microblogging is no longer just a hobby for them. In addition to having a large number of fans, they need to prove that they are really effective in promoting luxury brands and have long-term commercial value.

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