Fashion KOLs distribution in China 2021, by market segment and follower number
Many luxury fashion brands partner with top-tier influencers and celebrities to promote their brands in China. Between January and July 2021, over 36 percent of the digital marketing content of high-end fashion in China was contributed by influencers with over one million followers. Low-end fashion marketing was mainly driven by key opinion consumers who have less than 100,000 followers.
