Brand Leveraging Fashion Communication

BBS, micro-blog, Facebook and Twitter make the luxury communication more lively.

In the past 100 years, three generations of grandparents in Italy town have done their own work, which is what Zegna always likes to talk about. Former US President Clinton, former French President Mitterrand and Prince Charles of England have shown Zegna in public. This is also an anecdote to attract the media.

　　 Zegna That's how they relate to "nobility".

But the smell of wine is also afraid of the alley.

For a long time, exclusivity makes fashion. industry As a symbol of luxury and status, the trend of fast consumption and the classic high-end fashion always seem to keep the distance between the Han and the Chu River, and blossom and blossom in their respective fields but never meet each other. By twenty-first Century, this line is bound to be broken.

With the rise of new media, the effectiveness of information has become an unmatched advantage of traditional media. The exclusivity of fashion has faced unprecedented challenges. It was only a minority gathering that turned into a global carnival.

When people think of Burberry, people think that this is a classic brand with a hundred years of history. What is unexpected is that such a classic brand will display it with the latest 3D technology. Fashion Show 。

In April 13, 2011, Burberry held a grand event on the theme of "Celebrating British music, technology and fashion" at the 2000 square metre studio in Beijing TV station. Through the use of advanced holography and digital projection technology, Burberry has provided a unique fashion show for the 1000 guests on the scene. The event was broadcast live online through the official website of Burberry and over 200 cooperative websites.

In Beijing, Burberry launched a hologram 3D fashion show, alternating virtual models and real models, making the fashion world an eye opener. In the movie world, when 3D technology is in full swing, the fashion circle has become the biggest fan of new technology. It is too early to deduce fashion from art to a technology, to be more fashionable or even tedious.

Many brands not only have regular traditional propaganda and competition mode, but also the latest network camp. Burberry, Louis Vuitton, Gucci and other top brands have been released to the world in the last few seasons. No need to go to the scene, fans from all over the world can get to know the latest series in real time. The traditional show is limited and the network extends the exhibition space. This is no doubt a cheap but effective propaganda medium. The topic of rapid manufacturing has become a common method of marketing mode in the increasingly depressed market. The unlimited resources provided by the Internet seem to be understandable by brand utilization. The secret of traditional fashion show has been torn apart by the Internet, and the exclusive sense of high fashion has also weakened.

Micro-blog has also become one of the new media for the dissemination of luxury goods. Wang Yi, director of sina Shang pin channel, said, "luxury is an item. When people buy luxuries, they are not only goods, but also a kind of value in spirit, emotion and social identification. Micro-blog platform has a natural return to the personality, from the Internet initially stressed that the Internet is an open personality free tool, but the real realization of personality, a consumer personality, a brand personality, or micro-blog began.

Gucci and Louis Vuitton took the lead in micro-blog to launch publicity and open up brand diversity windows.

China recently launched a joint research on luxury brand consumption and consumer interest in China by CIC. The study uses social media tracking technology to analyze consumer reviews on more than 2 million 700 thousand social media. It will help advertisers in the luxury industry to more effectively communicate with consumers in China's changing network culture and numerous digital media environments.

On the most active network platform of BBS luxury enthusiasts in China, Louis Vuitton has the largest amount of discussion, followed by Chanel and Gucci.

In the field of fashion, Chanel is the most popular brand among Chinese bloggers. From January 2011 to May, a total of 593075 micro-blog mentioned Chanel, while Burberry was the most interactive brand. In the same period, its official micro-blog attracted more than 43000 forwarding and more than 5300 comments.

The online community discussion of luxury goods follows the "28 rule", that is, the most influential 20% netizens contribute 80% of the discussion. Among them, network leaders and opinion leaders play a key role in promoting topic discussion and leading fashion trends. The report analyzes 4 kinds of insight: Shopaholic, Style Guru, Fashionista, and Brand Fan.

With the development of the luxury market, the "sun drying" culture came into being in the digital world. There are about 90% topics related to it. "Sun" is the best embodiment of consumers' personal taste and purchasing power.

At present, domestic netizens are still staying on the surface stage of "sun" luxury goods, that is, consumers already have and are willing to show their ability to purchase luxury goods, and at the same time, they lack enough cognition to borrow the unique style and lifestyle of the brand.

The new media has become an important topic for many businessmen to study. New media is not scary. Reasonable utilization is more effective than disadvantages. Regardless of luxury brands or fashion products, the flexibility and diversity of new media are unmatched by traditional media. The release of fashion week has gained great attention under the promotion of new media.

However, not all brands have abandoned the traditional release. Tom Ford rejected the new media after the two quarter of the comeback fashion circle, and chose a more mysterious private party form than the traditional show. In addition to brand exclusive photographers, all the new releases will only appear on various magazines and brand official websites only after a few months' new season. In the most traditional way, the image of the brand is maintained, so that the brand audiences who have always attached importance to the whole can get unlimited psychological satisfaction. We must have a thorough understanding of the customers' mentality and become familiar with what consumers really need. We must say that this is a successful marketing in the era of new media explosion. However, despite the clear intention of the clientele, such marketing is indeed desperate in today's market environment where "no topic is to die". As a result, the Tom Ford came back with little exposure in the beginning of the season.

"Existence is reasonable", and the new media is not a blooming Epiphyllum. The fundamental reason is that the herd can get psychological climax while pursuing, which is not in conflict with the sense of brand dignity. Once the unattainable brand, the first time to grasp the main points, its easy to start characteristics can also bring huge consumer groups to the brand, which is undoubtedly full of temptation for the brand itself in the money age.

The posture of "carrying on" is easy to be annihilated in the information environment which has already been developing at a high speed. It is imperative to change the inherent thinking and angle.