Breaking The Creative Frontier &Nbsp; Luxury Marketing Needs "High Intelligence".

Whether creativity or marketing is successful depends on whether it meets the needs of consumers and whether they conform to the lifestyle of the public. aesthetic taste 。

　　 Breaking creative boundaries

If a college student chooses to enter a profession that is totally out of line with his four years of study after graduation, we may feel sorry for him before. Now, we can congratulate him: "a wonderful cross-border life has begun!" This is not a joke. If one can achieve "Enlightenment" in a completely new field, it will be more successful than professionals. Inter-disciplinary talent "

Simply understand, cross-border is like "do not do business" -- find ideas and find ways out of the industry you are engaged in. The meaning of transboundary refers to the cooperation in two different fields, but it gradually extends to a new style of life and aesthetic integration. The biggest advantage of cross-border cooperation for a brand is to make the original irrelevant elements infiltrate and blend with each other, thus giving the brand a brand new dimension.

The current situation is that the bosses of many garment enterprises are vague about the concept of cross-border, most of them can correctly interpret the concept of cross-border as "cooperation". But how to cooperate is not clear about cross-border. If we look for cross-border cooperation, we will not consider carefully designers, stars, artists, or other industries or other fields.

"I think cross-border should include two major aspects." Zhou Yan, President of Dalian Si fan clothing and Accessories Co., Ltd. understands: "on the one hand, how to use cross boundary thinking to draw lessons from music, movies, including architecture and literature, so that the brand can be enriched. On the other hand is brand marketing In this regard, cross border creativity is used to promote its brand and try to influence it.

Cross border cooperation in fashion circles is mostly the crossover of design, and famous designers and brands jointly win. Zhao Qian, President of the new fashion company, described: "cross-border" is actually "boundless", breaking the previous restrictions on designers to play too much "frame", using the concept of "boundless" to tear down the cage of designer's thinking and break them. Originality And let them stand on a completely open and common platform to play without restraint.

Designers can expand their design space by extending their design concepts and innovative energy to different fields, extending their own creative extension, increasing the depth and thickness of personal abilities, and brands can enhance their awareness by designer's popularity. Or through different designers of art categories to enrich their product lines, increase the connotation of brand and the added value of innovation.

For example, designer and high street brand. cross-border cooperation 。 Some young and fashionable consumer buyers used to admire the beautiful releases on T, but they couldn't get enough of them. However, when there is an opportunity to fully afford the "luxury of parity", there are still a large number of fans willing to play.

As a result, since the debut of the 200 series of H&M stores designated globally by LanvinforH&M products, from the beginning of the day, the flagship stores in Shanghai, Beijing and Chongqing are crowded with queuing crowds. Less than 1 hours after the official business, clothes on the H&M shelves were robbed of these crazy fans.

　 High intelligence is needed.

Whether creativity or marketing is successful depends on whether or not it meets the needs of consumers and whether it meets the public's lifestyle and aesthetic taste. If we break away from this basic principle, transboundary will become a cross and cross gimmick, which will eventually be criticized and abandoned by consumers.

Just like intelligence quotient and EQ, whether it can become an excellent cross-border marketing case is the embodiment of the overall "system" of an enterprise. A complete chain, which involves financial strength, integration capability, promotion ability and production level, is the criterion to distinguish a real high quality brand from ordinary brand differentiation.

Mark Ed Faye has always been one of the main drivers of innovation as a driving force for its own development. And deeply versed in the way of crossover, from the "motor" creativity exhibition to the Japanese famous painters Watanabe Hiroshi, the cross boundary co creation has launched ten limited edition, a total of 1500 creative T-shirts -- Watanabe Hiroshi's biggest feature is his way of painting, he painted with fingers or chalk, instead of using paintbrush or oil dye. {page_break}

This year's "style" autumn and Winter Conference, Mark Ed Faye put the invitation letter into a transparent cell phone model, combining the creativity with popular iPad game, putting the "zombie" and "angry birds" familiar to the younger generation onto the T platform, which aroused many people's sympathy and achieved a very good response, and did not pay a particularly high price to complete a successful cross-border trip.

GUCCI never sleeps on the two word "classic". The brand can not only cross itself with cars, but also adjust its own products. Inspired by the Grammy Awards, GUCCI Watch Jewellery signed an exclusive partnership agreement with the Recording Academy for three years. This cooperation emphasizes not only the brand history of GUCCI itself for 90 years, but also the brand's most loyal customer base, among which there are many famous classical music artists, and emphasizes its commitment to the heritage of art. In the five years of cooperation between GUCCI and MartinScorsese's film foundation, six classic films have been successfully recovered so far. This new initiative will provide funding for the Grammy museum project to preserve these historic heritage.

"As a fashion brand with a history of over 90 years, GUCCI is proud of being a pioneer in supporting the art preservation program," said FridaGiannini, director of GUCCI design. The Giannini's Grammy special commemorative watch and jewelry series focuses on GUCCI's passion for music and fashion, inspired by the design of the phonograph's accessories, which makes those enthusiasts love it. And this is not just creativity, but also a deep social responsibility.

　 Not everyone can do it.

Cross boundary "cake" is tempting, but not every brand can do it. Across the border is always around the two words "fame and wealth". "Name" refers to the brand effect, the expansion of brand intangible assets, the expansion of market space and the maximization of profits.

The multiplication rule of crossover is "name plus name" and "profit plus interest". Therefore, no initial capital investment, R & D cost and corresponding promotion means will be difficult to reach the original idea. Therefore, strong corporate strength and certain brand awareness are the basis of cross-border. This move is not suitable for those small and medium-sized enterprises that have just grown up. Unless there is a broad network of people, they can take their place by celebrity and famous teachers, or they will inevitably end up with "empty joy".

The effect of cross-border is not determined by wishful thinking. 2010 is the 20th anniversary birthday of Lining brand. In order to give birth to the brand and consolidate the reshaped brand image, a series of cross-border initiatives have been launched. Among them, the case of Zhang Da's crossover design of Lining women's products, which is praised by some media as the "Paragon", is hard to say that it has achieved a very significant marketing effect. Although designers have used Oriental philosophy and thinking methods in design, have they moved consumers to pay their bills with pleasure and pleasure?

Because Zhang Dazhen's "not enough" is famous. In fact, Zhang Da has been a leader among the cutting-edge designers in China. But how many ordinary consumers really know the name and the works behind it and its unique style?

The emphasis here is not to say that the designers are not good at designing or to comment on their level, but that they are unfair to Zhang Da and many young designers who strive to design their dreams. How can designers bring deep benefits to enterprises if they are not recognized by designers or themselves?

I must admit that transboundary is a "snobbish" behavior. Of course, if we can carry out long-term system cooperation, the use of brand strength to carry out the designers, of course, is also a great progress in promoting innovation. As long as the enterprises do not rush for quick gains and benefits, it will be a great pleasure to perfect the products.