[Video] Fireside Interview: Turning A Personal Brand Into A Profitable Business


Lydianne Yap | December 11, 2017

Influencer marketing may be the phrase on everyone’s lips now, but what actually goes on behind-the-scenes? Editor of Women’s Wear Daily Casey Hall speaks to top fashion personality Yu Xiao Ge at the Luxury Society Keynote 2017 to find out more.

You’ve swiped past their posts on social media; you’ve seen them in advertisements. Influencers, or Key Opinion Leaders (KOLs) as they are sometimes referred to, have since become an integral part of the media landscape.

Having found success with audiences largely due to their relatable tone and content, influencers now face an uphill struggle in standing out as the market becomes increasingly saturated. How does one make sure that his or her voice is heard above the noise, and build a successful business out of it all?

Enter Chinese fashion personality and former executive editor-in-chief of Harper’s Bazaar China, Yu Xiao Ge. Her experience in content creation, coupled with entrepreneurial spirit, has led her to become a highly successful KOL in China. Besides being the founder of fashion communities iDS Big Eyes (iDS大眼睛) and iSNOB, she also runs WeChat ecommerce store, BuyBuyBuy (买买买), which sold over 20 million RMB worth of products within its third month of operation. We find out more about how she achieved this in an exclusive interview at the Luxury Society Keynote 2017.

Watch the video below for Yu Xiao Ge’s interview with Casey Hall.

Discover more videos from Luxury Society here.

China | Keynote