Kendall Jenner
Intro: An Internet personality (“网红”) Kardashian clan member, supermodel, and fashion trendsetter Top 3 associated brands on Weibo: Givenchy, Estee Lauder, Louis Vuitton
Top 3 associated brands on WeChat: Gucci, Louis Vuitton, Dior Unique Approach: Jenner’s street-style is favored by Chinese female millennials to a greater degree than any current Western personality. This wave aligned her closely on Weibo and WeChat with “now” trends such as slip dresses, crop tops, activewear and slippers
Gao, Yuan Yuan
Intro: The “Goddess” (“女神”) ranked as the 7th most influential celebrity on WeChat but only 36th on Weibo Top 3 associated brands on Weibo: Olay, Michael Kors, Dior Top 3 associated brands on WeChat: Gucci, Dior, Bvlgari
Unique Approach: Venturing into the business sphere, Gao quickly established her personal fashion brand, Yuan Yang (“圆漾“), whose shoe line has been frequently recommended in the context of the glove shoe trend Her street fashion exerts a great level of influence among Chinese consumers. As a result, a majority of discussions around her were outfit and style recommendations from influential fashion media and bloggers, such as @时尚芭莎 and @AnnyStyleonTop, especially on WeChat. For this reason, a significant proportion of Gao-driven posts on Weibo were advertisements from Daigous promoting products featured in her various street-style images.
Oh Se-Hun
Intro: The K-Popper and his band EXO proved that Korea was only a prelude to their China prominence. Despite virtually no official brand collaborations to his name, he still vastly outperformed other celebrities on Weibo in the eyes of fashion fans Top 3 associated brands on Weibo: Dior, Givenchy, Cartier
Top 3 associated brands on WeChat: Zara, H&M, Louis Vuitton Unique Approach: An adoring fan base: At Dior's new store opening event in Seoul, Korean-focused accounts and his dedicated fans flooded social media with images of his appearance Frequently spotted in Givenchy, his street style photos captured by media accounts and fans generated a practice amongst his followers of purchasing Givenchy products as gifts to the singer Frequently fantasized as a couple along with former EXO member, Lu, Han, fans were energized to see Oh Se-Hun and Lu, Han wearing matching Cartier LOVE bracelets in their street style photos.
Brands Ranked by Overall Performance and Association With: RANK
WECHAT_BLOGGERS
WECHAT_CELEBRITIES
WEIBO_BLOGGERS
WEIBO_CELEBRITIES
OVERALL
1
Gucci
Gucci
Chanel
Dior
1 Dior
2
Dior
Bvlgari
Dior
Cartier
2 Gucci
3
Louis Vuitton
Dior
Gucci
Bvlgari
3 Chanel
4
Givenchy
Louis Vuitton
Givenchy
Gucci
4 Louis Vuitton
5
Chanel
Chanel
Zara
Estée Lauder
5 Givenchy
6
Burberry
Givenchy
Estée Lauder
Chanel
6 Estée Lauder
7
Zara
Estée Lauder
Burberry
Lancôme
7 Lancôme
8
Lancôme
Lancôme
Louis Vuitton
Louis Vuitton
8 Bvlgari
9
H&M
Cartier
Lancôme
Givenchy
9 Burberry
10
Marc Jacobs
Burberry
Olay
Burberry
10 Zara
11
Stella McCartney
Marc Jacobs
Stella McCartney
Loewe
11 H&M
12
Bvlgari
Zara
H&M
Olay
12 Marc Jacobs
13
Estée Lauder
Stella McCartney
Kenzo
Coach
13 Cartier
14
Loewe
Tiffany & Co.
Marc Jacobs
H&M
14 Stella McCartney
15
Salvatore Ferragamo
H&M
Michael Kors
Michael Kors
15 Loewe
16
Kenzo
Coach
Bvlgari
Marc Jacobs
16 Coach
17
Tiffany & Co.
Salvatore Ferragamo
Loewe
Kenzo
17 Kenzo
18
Coach
Tory Burch
Salvatore Ferragamo
Tiffany & Co.
18 Olay
19
Cartier
Michael Kors
Coach
Stella McCartney
19 Michael Kors
20
Michael Kors
Kenzo
Kate Spade
Zara
20 Tiffany & Co.
21
Tory Burch
Olay
Cartier
Salvatore Ferragamo
21 Salvatore Ferragamo
22
Kate Spade
Loewe
Tiffany & Co.
Omega
22 Tory Burch
23
Olay
Omega
Tory Burch
Kate Spade
23 Kate Spade
24
Omega
Hollister
Hollister
Tory Burch
24 Omega
25
Hollister
Kate Spade
Omega
Hollister
25 Hollister
IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
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