The role of Key Opinion Leaders in the communications strategies of fashion brands in China

Abstract

This thesis aims at analyzing the use of the Key Opinion Leaders (KOLs), aka influencers, as a primary communication tool of fashion brands’ marketing strategy in the Chinese market. In fact, the use of this touchpoint by fashion brands has become more and more popular as they have the power to influence people: “merely” followers to them but potential consumers to brands. Indeed, influencers are bloggers, social media stars, client ambassadors, all figures that are followed by millions of people, whom they have a direct contact with. Thanks to the posts and content of everyday life influencers share with their fans, it is possible for them to establish a sort of loyal relationship with their followers. Thereby to the brands these figures turn out to be an important link with their potential target. The purpose of this thesis is to shed light on the power of influencers in the communications strategy of fashion brands by analyzing recent contributions in Marketing literature, proceeding with the presentation of the main digital platforms as their context of action in China, and concluding with empirical examples of how they can be employed successfully in such market.

The thesis is structured as the following: in the first chapter, the role of KOLs at a global level is analyzed together with the web context in which they were born. By analyzing previous research, how firms and practitioners manage this tool within their marketing strategies is discussed. The opportunities for brand engagement with consumers are also described. The second chapter opens with an analysis of the Chinese consumers and the process of modernization they have undergone throughout the past few years, their willingness to spend on luxury brands, what luxury goods mean to them and the new trends concerning mobile payments, so as to reconnect to the use of social media. Then, a scenario of the main Chinese social media (WeChat and Weibo in particular) is described. Indeed, they represent the principal tool for an interactive communication between the influencers and their followers, as well as important platforms for the brands to give major visibility to their products. Finally, some examples of social media campaigns in China are presented in order to highlight the power of successful social media of reaching millions of people in just few seconds, who can in turn express either their opinion about what they receive. In the third and last chapter two relevant cases involving the KOLs engagement are analyzed, Dior and Zara. These two brands are listed in the top 10 of the ranking “Luxury and Fast Fashion’s most valuable influencers” (R3&Bomoda 2016), although they have a different positioning (the former is a luxury brand, whereas the second represents a fast fashion brand). An analysis of the differences and similarities of the strategies of these two brands is carried out based on the posts, the related comments and contents activated by KOLs engaged to Dior and Zara on Chinese social media.