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EAST WEST BUZZ: Following the Oscars, the most buzzed about brands on Sina Weibo, the leading Chinese social network, were in order: Dior, Prada, Marchesa, Elie Saab and Giorgio Armani, according to Digital Luxury Group, which tracks luxury market intelligence.
Pablo Mauron, Shanghai-based general manager of Digital Luxury Group, said that according to their research, there is a growing interest from the Chinese in the red carpet ceremonies, fueled by the fast growth of social networks such as Sina Weibo. “It underlines the importance for fashion brands to monitor carefully Sina Weibo and build meaningful relationships with these strategic influencers,” said Mauron. The analysis was based on messages related to the Oscars’ red carpet, fashion brands and celebrities posted from Feb. 24 to Feb. 27 on Sina Weibo.