room tour significado

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#RoomTour: China’s fashion KOLs are becoming home influencers

By Christa Yang

To receive the Vogue Business China Edit, sign up here .

In China, fashion influencers are joining the #roomtour trend, expanding their areas of focus to include lifestyle, home tours and furniture purchases.

Originating as a vlog genre, the room tour takes followers inside the studios, apartments and homes of influencers who then show off their digs. Bronze mirrors, USM cabinets and Pierre Jeanneret chairs are particularly popular items.

As a Chinese government backlash against celebrity culture gathers momentum, are virtual idols a better marketing tool for luxury fashion brands?

By Jiayi Mao

Fashion bloggers such as Freshboy, Savvy, Lulu’s Travel Diary and more have begun embracing the room tour on Xiaohongshu, which now has more than 10,000 notes featuring the room tour hashtag. Its popularity is attributed to its authenticity: compared with #ootd (the outfit of the day hashtag trend), #roomtour allows fans to get a feel of the lifestyle and aesthetic world of bloggers. The room tour signifies a broadening definition of what fashion influencers can do, as well as the types of brand partnerships they can secure.

Fashion bloggers enter the home world

The ootd hashtag has become a popular way for fashion influencers to sell products. Similarly, furniture brands can sponsor products in room tours, opening up a new business opportunity.

Italian furniture brand B&B Italia collaborated last year with fashion blogger Savi (@savislook), who used the brand's Camaleonda sofa as a centerpiece in her home and created different content for her room tour featuring the sofa plus other B&B products, says Vicky Lam, B&B Italia's Asia Pacific marketing and PR manager. "We are fortunate to have a connection with Savi, who is known as a fashion blogger, but our brand sees her as a way of life, a curator. She is strong not only in fashion, but also in overall aesthetics." Camaleonda sofa sales increased as a result of the collaboration, according to the brand.

Fashion bloggers are seen not as design or home experts, but they often resonate with fans because of their aesthetics.

In September of this year, blogger Lulu's Travel Diary was invited by the Elemis brand to rearrange a hotel room with the theme "Ultra Smart Room" through remodelling the interior and inviting the public to stay in for the experience.

The home of fashion blogger Savi.

By Lucy Maguire

By Yiling Pan

By Isabelle Truman

Fashion blogger Ling Licheng also initiated a similar project two years ago: the "ideal home" guerrilla shop, which presents collectible furniture and decorative art in the gallery of a reservation-only apartment.

In addition to Savi and Ling Licheng, the homes of fashion bloggers Ling Xiao, Bamboo and Freshboy, are also frequently featured in various design magazines, inspiring fans to purchase the same furniture.

Karla Otto senior account manager Mathias Qu works with Flos, B&B Italia, Poltrona Frau and other homeware brands in China on their social media content. He sees the work with fashion brands as an opportunity for the furniture category to catch up with fashion and luxury. When suggesting partners for furniture brands, Qu will look for talent in the fashion and contemporary art worlds.

The number of notes on #roomtour on Xiaohongshu exceeds 10,000+.

Of course, the use of fashion bloggers may not work for all homeware designers. The Finnish brand Iittala has said that it will not rely on fashion or home bloggers to pursue traffic and would rather let their customers’ own unique outlooks on life and values be the focus, says Vivian Fan, head of Iittala's China marketing department.

Furniture also has a longer life cycle and lower update frequency compared to the fashion industry, meaning its approach to content has to be different. B&B’s Lam says brands such as Moncler are used as inspiration.

Overall, furniture brands tend to be more cautious in their marketing approaches, but they will reap the benefits if they embrace the realness of the room tour.

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Comments, questions or feedback? Email us at [email protected] .

More on this topic:

Brands eye China’s virtual idols

What Kris Wu’s fall says about the future for brand-celebrity relationships in China

Jackson Wang and Palm Angels’s Ragazzi on their new collab, making celebrity lines work

By Vogue Business in partnership with Xiaohongshu

By Madeleine Schulz

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Significado de room en inglés

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room noun ( PLACE )

• Leave the windows open to let the room air a bit .
• The room was dimly lit .
• I think this room has got a lot of potential .
• Hotel guests are requested to vacate their rooms by twelve noon .
• We asked for adjoining rooms.
• antechamber
• dressing room
• efficiency room
• family room
• meat locker
• multi-chambered
• observation lounge
• waiting room

room noun ( SPACE )

• If we push the table back against the wall , we'll have more room.
• Come and stay with us - we've got bags of room.
• Scoot over and make room for your sister .
• We have no room for shirkers in this office .
• Shove over, Lena, and make some room for me.
• non-spatial
• standing room

También encontrarás palabras, frases y sinónimos relacionados con los temas:

Expresiones

• co-resident
• co-residential
• inhospitable
• inhospitably
• live in sin idiom
• reoccupation
• repopulation

room | Diccionario de Inglés Americano

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Hippocratic oath

a promise made by people when they become doctors to do everything possible to help their patients and to have high moral standards in their work

Sitting on the fence (Newspaper idioms)

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Room tour，27岁独居女孩的法式温馨小家