Free Subscription

  • Access 15 free news articles each month

Professional

Try one month for $6
  • Unlimited access to news,insights and opinions
  • Quarterly and weekly magazines
  • Independent research reports and forecasts
  • Quarterly webinars with industry experts
  • Q&A with retail leaders
  • Career advice
  • 10% discount on events

Why Superdry is banking on Little Red Book to win Chinese dollar

Superdry Ashley
Instagram may have paved the way for influencer marketing across the globe, but cross-border retailers are looking towards local social commerce platforms to connect with Asian consumers.  Xiaohongshu, or Little Red Book (LRB/RED) as it’s known in English, is considered by many to be China’s answer to Instagram. The social media and e-commerce platform, primarily targeting 18-35 year olds, is a lifestyle sharing platform with user-generated content, such as product reviews and recommend