On January 22nd of this year we officially opened our office in Xintiandi area in Shanghai. Xintiandi is considered one of the most beautiful areas of Shanghai, surrounded by parks, art galleries, restaurants and shopping malls. Many creative agencies have established their office in this part of the city over the course of the past year and we are beyond excited to be part of the Naked Hub community in China. The Naked Hub is a vibrant community of over 9000 professionals with over 30 locations across Asia. Their footprint enables our team to represent the Cirqle across the entire of Asia.
The current state of the market has proven several determining factors of influencer marketing. However, the impact on actual sales, one of the most important metrics for almost all retailers (predominantly, in the fashion space), remains an untouched and blurry topic.
As the founder of The Cirqle, a startup that enables brands, communities and businesses to launch influencer marketing campaigns, I’ve watched the days of exclusive press releases/events disappear. The Internet has changed the inception process. In 2017/2018 companies seed products through influencers, leak "exclusives" to reporters, bloggers, and consumers, live-stream launch events globally and reward brand advocates with pre-access. The velocity of the news cycle and the uprise of social media makes launching a new product far easier in some ways—and more difficult in others.