Fashion Business Context Fashion Business Context_Claudia Ferraretto | Page 33
Chinese Influencers Inventory
T
he trickle-down theory is
in play when fashions that
are worn by the upper class
(e.g., wealthy people, celebrities) first are adopted by the
middle class and then lower
classes” (Bickle, 2011: 104).
Celebrities play an important role in the marketing of
fashions by simply wearing or
promoting fashion, through a
simple opinion that can affect
consumer behaviour. These
entertainers
are
identified in several categories:
Spokepersons and Special
Appearances are both important for a fashion brand.
This type of Marketing focuses around the celebrities: they
wear the fashion, so they only
thing they have to do is to
networks, where they shop,
they consider their lifestyle
glamorous, exciting, fun, they
are swayed by their idols
and they tend to copy them.
For this reason, VIPs are so
important for branding, they
symbolize the values and attributes of the brand they’re
promoting (Bickle, 2011).
Chinese Online Stars have a real impact on Branding, helping boost reputation of Brands (Verot,2016)
vs
Annie BaoBei
12M Followers
FuRong JieJie
11M Followers
Feng Jie
8,47M Followers
Wang SiCong
10,7M Followers
Tong Hua
8,4M Followers
Guo MeiMei
9M Followers
NaiCha MeiMei
5,4M Followers
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