Clothing Brand: Stick To "High Tech" And Continue To Write Experience Economy.

The next era is the high-tech era.

In today's era, high technology plays an irreplaceable role in many fields. So, how will high technology cross border cooperation with the fashion industry in a comprehensive and effective way? Should clothing brand marketing be labeled with "high technology"? Keep pace with the development of high technology? This is a problem that the whole industry needs to consider at this stage.

This period will be from the brand terminal. Marketing This paper focuses on how to better serve high-tech apparel terminal marketing system.

Scene 1: a beautiful woman standing in front of a mirror that looks like a TV screen. She clicks the "handbag" option on the left side of the mirror, and the right side of the mirror displays some different styles and colors of handbags.

In the mirror, she picked up a red bag with a long pearl necklace, and she tried several more. Tuxedo 。

When the camera turned to the real world, the beautiful woman had nothing in hand. But in that mirror, she had already chosen clothes and accessories. Just put the selected product into the virtual shopping cart. After a few minutes, she can check out at the cashier's office.

Lens two: in a brand Flagship store Inside, a customer wandered around. There was no follow up shopping guide on his side, and there was no endless sales discourse.

He took off his favorite clothes from the shelf and saw that the LCD screen displayed the corresponding basic information such as name, size and price. When he walked to the magic mirror, he could see the 360 degree virtual clothing effect of the magic mirror, and even the comprehensive effect of many sets of matching. In the fitting room, he could click on the interactive LCD screen, understand the recommended collocation, choose to add or replace clothes, and the clerk would receive the information directly and send them to the fitting room.

Hi-tech clothing stores have emerged, and related technologies and equipment have also entered the apparel retail terminal. After seeing some we's words and videos, some people exclaimed technology to change their lives. Some people think that although high technology is good, they may not be able to achieve the true popularity rate of an industry.

In recent years, Lu Xiaokang, who is active in film and television production, Internet new media, fashion technology and other industries, firmly believes that the combination of fashion and technology is inevitable for the development of history and is in line with the laws of development of fashion and technology.

Lu Xiaokang, a master of film and television from University of California at Los Angeles and a master of Business Administration degree from Northwestern University and Hong Kong University Science & Technology, is now president of Mdt InfoTech Ltd in Shanghai. Over the years, he has been exploring new products, new services and new business models integrating art, fashion and technology.

What really affects consumers is experience, not eyeball.

Some fashionable shopping websites have already used 3D virtual fitting software in shopping mall. Optimists think that this solves the problem that online buying clothes can not be tried on, and it is the super convenience brought by technology. Pessimists think that 3D display technology can only become a way for some products to enhance user experience, and can not become the mainstream shopping mode in the future.

Lu Xiaokang believes that the most important role of smart fitting mirror and online 3D virtual fitting is to "experience" two words.

American scholars Joseph Pine and James Gilmore put forward the concept of experiential economy in the book "experience economy". The author believes that experience economy is the fourth economic form after agricultural economy, industrial economy and service economy, and experience will become a brand-new product besides products and services.

The key to experience economy is to "experience" two words, that is to say, to make consumers fully enjoy the beautiful and memorable experience in the process of consumption. With such an experience, there will be economic benefits. For enterprises or businesses, it is to take service as the stage, take commodities as props, surround consumers, and create activities worth remembering by consumers. What enterprises need to consider is what special experience they can provide to customers. The special experience they find is the direction that enterprises should design. {page_break}

Ten years ago, entrepreneurs in Zhongguancun used to use "attention economy" as a synonym for that period. Later, it was discovered that what really affects consumers is experience, not eyeball.

Lu Xiaokang said: "the pace of life now makes consumers spend less time visiting clothing stores on average. When a customer walks into a 150 square meter or larger clothing store, he wants to find the best match that he likes and suits himself in a very short time, which is really not easy to do. In order to solve this problem, some high-tech products of smart fitting have emerged.

Through personalized and intelligent interactive experience, it is the main function of smart fashion mirror to store and store the costumes and collocation methods more sensitively and artistically. Lu Xiaokang is planning to provide RFID automatic identification technology to his "smart fashion collocation mirror". Users can only scan the clothes selected from the clothes rack by radio frequency, and the relevant information of the clothing, including color, size, price, matching method and fitting effect, is displayed on the touchable mirror screen, which greatly facilitates the purchase process of consumers.

The "smart fashion experience mirror" is tailored to the retail outlets of clothing brands. It designs and creates solutions for every consumer, "not myself," and unique experience and memory. It can realize the potential consumption of consumers through matching shopping guide, significantly increase related consumption, increase the average consumption of individual consumers and the turnover of physical stores. Moreover, "smart fashion mirror" can help brand retailers get first-hand market information such as customers' body data and personal preferences in time, so as to provide data support for better customer service in the future.

Technology will reshape the apparel industry chain

It is undeniable that international brands pay more attention to advanced technology products than domestic brands, and are more willing to invest and apply new technologies. Lu Xiaokang believes that China's clothing brand enterprises can and should cooperate with fashion technology enterprises to be the first to use high-tech products.

However, the reality is that quite a number of garment enterprises are not fully aware of the changes in network technology, e-commerce, and fashion consumer behavior. Many enterprises are still waiting and waiting. For most garment enterprises, the acceptance of ERP software has been a great step forward.

Lu Xiaokang believes that, just like the combination of art and technology, the combination of fashion and technology is also a topic worthy of study. Because there are many laws of development that deserve attention, which are of great significance for the development of fashion, art and technology.

For example, bronze technology and tri coloured glazed pottery are the first successful examples of ancient Chinese combining art with science and technology. The plane perspective painting method is a successful example of the combination of visual arts and anatomy Science in the Renaissance in Europe. From Egyptian pyramids, the Great Wall to the spacecraft that roam the universe, there is nothing but the combination of plastic arts and technology. Lu Xiaokang said.

In fact, these technologies have been widely used in some developed countries. Lu Xiaokang listed some technologies that are particularly suitable for the clothing industry, which may have a significant impact on the manufacturing and marketing of the clothing industry in the future. Some of them are predicted by the famous futurists of the world more than 40 years ago, some technologies that have been or will be realized in twenty-first Century. For example: 3D human body and clothing simulation reconstruction; large scale human body data, intelligent measurement; remote digital clothing matching try on; clothing large-scale customization, humanization, intelligence, high-performance e-commerce.

"The development of these fashionable technologies is undoubtedly a revolutionary change to the garment industry. It will remold the whole industry chain to a great extent and greatly improve the efficiency of the whole industry." Lu Xiaokang always thought that "clothing as the oldest industry in the history of mankind, is an experimental arena which is particularly suitable for displaying and applying network technology power to change the industrial mode".

He even believes that there will be a large number of successful large enterprises in China in the future. They may come from the clothing industry or technology and finance industry, but they must be the inevitable result of the cross industry integration.