Chinese consumers buy a full third of all luxury goods sold across the globe. But they’re getting sick of celebrity endorsements.
That’s where Mr. Bags comes in.
Mr. Bags, whose real name is Tao Liang, started out as a college student studying finance. But his real passion was women’s handbags, and so he started up a blog about it.
The content was simple: reviews of women’s handbags, advice on new trends — stuff you’d normally see in a fashion magazine. But Mr Bags struck a nerve among young Chinese who were getting bored with pushy editorials and cheesy advertising, and 4 years and 4 million followers later, he’s gone from a tiny blog to being the singular most influential voice in the Chinese handbags industry.
And he’s not just writing about bags nowadays — he’s making them. Prestigious design houses like Givenchy and Tod’s have signed him up to design limited-run bags for them.
To see how one 26 year old has flipped the Chinese luxury market on its head, watch the video above.