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.
[Video] Fireside Interview: Turning A Personal Brand Into A Profitable Business
Over the last decade, collaborations between luxury brands and contemporary artists have gone beyond mere artistic partnerships towards a new kind of luxury branding.
PARIS – Art and fashion have always developed side by side, for fashion, like art, often gives visual expression to the cultural zeitgeist. During the 1920s, Salvador Dalí created dresses for Coco Chanel and Elsa Schiapparelli. In the 1930s, Ferragamo’s shoes commissioned designs for advertisements from Futurist painter Lucio Venna, while Gianni Versace commissioned works from artists such as Alighiero Boetti and Roy Lichtenstein for the launch of his collections. Yves Saint Laurent’s vast art collection, recently auctioned at Christie’s in Paris, testified to his great love of art and revealed the influence of a variety of artists on his own designs.
In the 1980s, relationships between luxury brands and artists were advanced when Alain Dominique Perrin created the Fondation Cartier. In the Fondation Cartier pour l’Art Contemporain, a book marking the foundation’s 20th anniversary, Perrin says he makes “a connection between all the different sorts of arts, and luxury goods are a kind of art. Luxury goods are handicrafts of art, applied art.”
The Fondation Cartier pour l’Art Contemparain building in Paris
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.
Editor, China, Luxury Society
Previously based in Singapore at luxury lifestyle publication Prestige, Lydianne now creates China-related content across a broad range of topics. Experienced in dealing with both brands and consumers in the luxury industry, Lydianne is also Marketing & Communications Director at DLG China.