Social media platforms play different roles in China and the West for fashion brands – in China, companies such as Yves Saint Laurent trust in an influencer’s ability to hard sell (pictured). Photo: Shutterstock
Social media platforms play different roles in China and the West for fashion brands – in China, companies such as Yves Saint Laurent trust in an influencer’s ability to hard sell (pictured). Photo: Shutterstock
Fashion

Why use of social media to market fashion in China and West is so different – the hard sell from influencers doesn’t work in US or Europe … yet

  • In the West fashion brands use social media to raise awareness of products rather than sell directly, the opposite of what they do in China through influencers
  • Chinese customers respond to product recommendations whereas those in the US and Europe prefer subtlety, says the head of a data firm, but change may be coming

Social media platforms play different roles in China and the West for fashion brands – in China, companies such as Yves Saint Laurent trust in an influencer’s ability to hard sell (pictured). Photo: Shutterstock
Social media platforms play different roles in China and the West for fashion brands – in China, companies such as Yves Saint Laurent trust in an influencer’s ability to hard sell (pictured). Photo: Shutterstock
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