In 2017, Givenchy collaborated with one of China’s most influential KOLs, Tao Liang, known as Mr Bags, on a Chinese Valentine’s Day handbag collection. Photo: GivenchyIn 2017, Givenchy collaborated with one of China’s most influential KOLs, Tao Liang, known as Mr Bags, on a Chinese Valentine’s Day handbag collection. Photo: Givenchy
In 2017, Givenchy collaborated with one of China’s most influential KOLs, Tao Liang, known as Mr Bags, on a Chinese Valentine’s Day handbag collection. Photo: Givenchy

Why luxury brands Louis Vuitton, Hermès, Dior, Versace and Givenchy need to treat China’s KOLs, like Mr Bags and the Lipstick King, with care

Influencers can make or break a product, with top-tier KOLs followed by millions on social media, but marketers must develop mutual trust and beware of the backlash from poor reviews

Topic |   Chinese influencers
In 2017, Givenchy collaborated with one of China’s most influential KOLs, Tao Liang, known as Mr Bags, on a Chinese Valentine’s Day handbag collection. Photo: GivenchyIn 2017, Givenchy collaborated with one of China’s most influential KOLs, Tao Liang, known as Mr Bags, on a Chinese Valentine’s Day handbag collection. Photo: Givenchy
In 2017, Givenchy collaborated with one of China’s most influential KOLs, Tao Liang, known as Mr Bags, on a Chinese Valentine’s Day handbag collection. Photo: Givenchy
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