One Of The Classic Cases Of Event Marketing In Clothing Enterprises: Star Effect

The so-called event refers to the focus that can arouse the attention of the public, the topic and topic of public concern, and the so-called event marketing, that is, the enterprise uses the social concentration of these events to link itself and events, so as to achieve the goal of enhancing the corporate image and selling products when media reports and consumer involvement.

Enterprises can take part in the topic of public concern and bring themselves into the center of the topic, thus attracting the attention of the media and the public.

Hot event 1:

The use of stars as brand spokesmen has become commonplace in the industry, but only by making full use of the news effects brought by stars can it be counted as real event marketing.

During the 08 year Olympic Games, the "Liu Xiang injury incident", which has attracted much attention, has touched the hearts of millions of people. With the approaching of the Olympic Games, with the success of's main rival Robles, the public's attention to Liu Xiang has reached its peak.

08, 07, 22, and 22, the news of "Xiang's team can save 0.02 seconds for Liu Xiang to build a new Robe" attracted a lot of attention, and sparked widespread discussion among netizens.

In fact, a few months ago, the report on the new NikeSwiftSuit sportswear has already been reported in China. At this time, the old words were mentioned again. It is obvious that Nike made a very successful event marketing with the focus of mass media.

In this news release, Nike introduces in detail the technological content and many advantages of the new product, as well as the help it may bring to Liu Xiang's performance.

Through this event marketing, NIKE has effectively enhanced the image of high-end professional sports brand in the eyes of consumers.

In 2007, when Metersbonwe Shanghai Nanjing East Road flagship store opened, Jay Chou and Angela Chang, as Metersbonwe's fashion consultant, attended the opening ceremony, and talked about their dressing experience at the opening scene and the audience.

Thousands of fans crowded the Nanjing East Road, and the voice of "JAY" and "Angela" came one after another.

Metersbonwe has made full use of the star's popularity to expand its influence on the opening of the 9000 square meter Shanghai flagship store.

In addition, Metersbonwe has shifted the influence of Jay Chou, Angela Chang and Willber Pan from the offline to the online.

In the company's website, the virtual images of the three stars provide virtual consultancy services to customers who choose online clothing.