Photo credit: Hannah Morgan.
On a tree-lined street in Shanghai, a glass storefront shows off frilled dresses and high heels. It looks like a typical clothing store, except that it belongs to online fashion sensation LinForeverGirl, who has over four million followers on Weibo, China’s Twitter equivalent.
Now, she’s funneling those fans into foot traffic – and turning them into customers of her own clothing brand.
“[Key opinion leaders, or KOLs,] understand what people want. They...