Table of Contents
Executive Summary
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- The market
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- Figure 1: Short, medium and long-term impact of COVID-19 on fashion influencer, November 2020
- The consumer
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- Figure 2: Interaction with KOLs in the past 6 months, September 2020
- Fashion trends key in 2020
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- Figure 3: Shopping stages affected by KOLs during purchase journey, September 2020
- Douyin comes on top as the most popular site for Fashion KOLs
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- Figure 4: Platform of KOL engagement in the last six months, September 2020
- KOLs’ proven success in non-luxury purchases
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- Figure 5: Influencer and purchase decisions, September 2020
- Professionalism from fashion KOLs desired
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- Figure 6: Desired content from KOLs, September 2020
- Increasing expectations towards fashion influencers
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- Figure 7: Attitude towards fashion influencers, September 2020
- What we think
Issues and Insights
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- Key Opinion Leaders in selling or influencing
- The facts
- The implications
- Blurring industry expertise in the KOL industry
- The facts
- The implications
- Fashion marketing to men
- The facts
- The implications
The Consumer – What You Need to Know
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- One third of consumers have leveraged fashion KOLs’ channels
- Gender differences in what fashion KOLs need to provide
- Building a balance between marketing campaigns and trust
Favourite Fashion KOL
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- Food and drink drive the most traffic in the KOL ecosystem
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- Figure 8: Types of influencer followed on social media, September 2020
- Fragmented market with blurring of expertise
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- Figure 9: Word cloud of favourite fashion KOLs, September 2020
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- Figure 10: Favourite fashion KOL, September 2020
Interactive Engagement
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- Nearly one in three have made a purchase in response to an influencer’s post
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- Figure 11: Interaction with KOLs in the past 6 months, September 2020
- Utilize chat groups to maximize purchases
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- Figure 12: Interaction with KOLs in the past 6 months, by purchase decision phases, September 2020
- Target male consumers with paid content
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- Figure 13: Interaction with fashion KOLs in the past 6 months via paying for KOLs’ content and purchased products on stores/channels KOLs recommended, by gender and age, September 2020
- KOLs receive the highest engagement from younger females
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- Figure 14: Interactions with fashion KOL in the past 6 months, commented, and liked, by gender and age, September 2020
- Attractiveness for KOLs’ chat groups
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- Figure 15: Interactions with fashion KOLs in the past six months via joining chat groups organized by KOLs on Weibo/WeChat/QQ, by personal income, September 2020
KOLs’ Impact in Purchase Stages
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- Fashion trends key in 2020
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- Figure 16: Shopping stages affected by KOLs during purchase journey, September 2020
- Females want more purchase references
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- Figure 17: Interactive engagement with KOLs in the last 6 months, knowing about purchase channels, by gender and age, September 2020
- Young males rely on KOLs’ content more
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- Figure 18: Interactive engagement with KOLs in the last 6 months, researching into a product, by gender and age, September 2020
- Figure 19: Interactive engagement with KOLs in the last 6 months, when making a decision to purchase or not, by gender and age, September 2020
- Proving purchase experience for tier two consumers
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- Figure 20: Interactive engagement with KOLs in the last 6 months, knowing about purchase channels, by city tier, September 2020
Social Media Platform Used
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- Douyin comes on top as the most popular site for fashion KOLs
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- Figure 21: Platform of KOL engagement in the last six months, September 2020
- Competition in social commerce
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- Figure 22: Platform of KOL engagement in the last six months, live streaming commerce, by engagement, September 2020
- Different types of KOLs leverage different social media
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- Figure 23: Platform of KOL engagement in the last six months, by influencer type followed, September 2020
- Douyin drives the most revenue in paid content
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- Figure 24: Platform of KOL engagement in the last six months, by interactive engagement with fashion KOL, paid for KOLs’ content, September 2020
- Weibo attracts younger consumers for its interactive communication
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- Figure 25: Platform of KOL engagement in the last six months, Weibo and WeChat public accounts, by consumer age, September 2020
- Gender preferences prevalent in types of content
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- Figure 26: Platform of KOL engagement in the last six months, by gender, September 2020
Product Purchased under KOL Influence
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- Success in non-luxury purchases
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- Figure 27: Fashion products purchased with KOLs’ influence, September 2020
- Tier three cities consumers keen on luxury from influencers
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- Figure 28: Non-luxury and luxury handbags purchased with KOLs’ influence, by city tier, September 2020
Desired Content from Fashion KOLs
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- Professionalism from fashion KOL desired
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- Figure 29: Desired content from KOLs, September 2020
- Male consumers prefer more product comparisons
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- Figure 30: Desired content from KOLs, by gender and age, September 2020
- Male fashion KOLs’ lifestyles increasingly important
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- Figure 31: Desired content from KOLs, September 2020
- Fashion trends for men are highly important
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- Figure 32: Desired content from KOLs, September 2020
Attitude towards Fashion Influencers
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- Increasingly stricter expectations towards fashion influencers
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- Figure 33: Attitude towards fashion influencers, September 2020
- Focus on tier two cities and 30-39s
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- Figure 34: Attitude towards fashion influencers – Changing preference towards a brand no matter which fashion KOL endorsed it, September 2020
- More close collaborations boost brand reputation
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- Figure 35: Attitude towards fashion influencers – Seeing fashion KOLs work more closely with brands, September 2020
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- Figure 36: Attitude towards fashion influencers – Seeing fashion KOLs work more closely with brands, September 2020
- Over promotion damages trust
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- Figure 37: Attitude towards fashion influencers – KOLs’ credibility will be reduced by endorsing several brands of different images at the same time, September 2020
- Ensure branded content is palatable for post-80s
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- Figure 38: Attitude towards fashion influencers – Disagreement with changing preference towards a brand no matter which fashion KOL endorsed it, September 2020
- Challenge in building trust amongst tier three city consumers
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- Figure 39: Attitude towards fashion influencers – Agreement with KOLs recommend products just for money, September 2020
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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