Alibaba Group Holding Ltd. turned an obscure Chinese holiday into the country’s biggest shopping event. Now it’s aiming to take the success of Singles’ Day global by tapping foreign brands, including Calvin Klein and Blue Nile Inc.
While leveraging Key Opinion Leaders (‘KOLs’) in China can be a useful marketing tool, luxury brands must do their homework if they expect to see real results, argues Avery Booker.
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A growing number of Chinese are turning to “selling agents” to circumvent import duties and get their hands on authentic luxury goods at lower prices.