Will KOS Emerge as the Upcoming Generation of Influential Figures in Fashion?

As individuals who grew up in the Internet era, fashion consumers have become accustomed to 'search-based' shopping. They enjoy making comparisons and value genuine reviews. Therefore, it is challenging to earn the trust of the new generation of young people through traditional 'Netflix Recommendation' marketing.

Driven by this shift in shopping behaviour, fashion brands are training their sales staff to become active opinion leaders on social media. This has led to the emergence of Key Opinion Sales (KOS), which shortens the communication chain with consumers and strengthens their connection to the brand. KOS stands for Key Opinion Sales and is an effective way to create a sense of belonging to the brand.

It is evident that in the past, collaborating with KOLs and KOCs facilitated communication and trend-setting, whereas fashion brands opted for KOS to boost sales conversion rates and enhance operational efficiency.

Nowadays, KOS and its accounts have emerged as crucial content platforms for brands to engage with users. What impact will this burgeoning industry trend have on the fashion and beauty sector?

KOS at the Right Time

Consumers' Sense of Security

In the consumer goods industry, there is a branding formula that suggests using 1000 KOC notes, 100 KOL grasses, and 10 celebrity recommendations to cold start a new brand. However, this formula is no longer effective due to the increasing cost of traffic and the fact that consumers are becoming more savvy in the age of information overload.

In the past, consumers' purchasing decisions were often influenced by factors such as price, word of mouth, and brand influence. As Generation Z becomes the main force of consumption, mainstream consumer behavior has evolved. This group of consumers is accustomed to various brand promotion strategies, has mastered the rhythm of business promotions, and makes more rational judgments about the best price of a product.

As a result, the new generation of young consumers are also known as 'strategic consumers'. They consider not only the current price but also the expected price in the decision-making process. This change shows that users have learned to distinguish the true value of content, allowing them to make more informed decisions. This includes considering factors such as the price of the product and the professional consumer experience, which provide greater security in the chain of consumer decision-making.

With the rise of the 'search first, then order' consumption habits among users, brands must create a comprehensive online consumer awareness system that offers consumers end-to-end services from browsing to purchase. KOS, which has been developed in-house, is undoubtedly the ideal candidate.

In an uncertain social context, brands and consumers alike seek certainty and a positive consumer experience. KOS, with its professional knowledge and skills, meets the needs of both parties by providing a sense of security that complements the consumer decision-making process.

Becoming the New Spokesperson on Social Media

Due to KOS Under the Cultivation

As an industry focused on fashion and beauty, effective communication of brand values and culture is key to winning market attention, in addition to competing with other products.

KOS can help brands express themselves, produce content, and build brand culture narratives, while also managing their brand operations effectively. Another common type of KOS adds daily life or drama to their content to engage users and promote their products and brands.

KOS can supplement a brand's promotional content and accurately translate the brand's message to the C-end with their B-end identities, becoming the brand's 'mini-advocates' on social media.

In contrast to high-budget marketing techniques such as celebrity endorsements and high-profile sponsorships, some brands opt to develop their own KOS matrix by linking multiple accounts to expand their reach and gain access to more specific user information. However, it is important to note that developing a KOS takes time and there is also a risk of losing them.

Currently, the industry's cultivation of KOS is a new attempt to control traffic in the hands of brands.