Tide Cards Love To Play &Nbsp; Fame And Gain Are Only A Matter Of Time.

Today's fashion circles are full of tricks. The idea of designing in the early days is Out long ago. Without changing tricks and making some gimmicks, they will be eliminated from all kinds of emerging marketing methods as "the waves on the beach".

So this year, playing the brand is the "secret weapon" to enhance brand image and sales volume.

Joining stars is already a regular project. The two brands that can not match each other can cross the border to create "friendship".

There is a huge crowd in the social network for "word of mouth marketing" or "viral marketing".

So, no one.

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Luxury x

In today's fashion circles, luxury brands and high street brands are poles apart, which jointly manipulate the public's consumption habits.

Looking at the ranking of Forbes's list of rich men, Amancio Ortega Gaona, the old fox of LVM H and Amancio Ortega Gaona of the Inditex group of Zara, are among the best in many years.

Once the two seemingly opposite fields are considered cooperation, the returns may increase exponentially.

Of course, there is almost no possibility of "integration" in these two fields. The focus of cross-border competition is on the "designer's participation in fast fashion single product design".

The latest attempt to play is Italy's old fashion house M issoni and Brazil.

In fact, from the cooperation between H& M and Carle the great many years ago, luxury brands and high street brands have found out a new fashion logic: "big designer fast fashion single product = sales volume + word of mouth".

Designers of luxury brands, such as Chanel, Lavin and RobertoCavalli, have been involved in the design of fast fashion brands.

H&M in the field of pboundary design can achieve the ultimate goal. In the autumn of 2004, it took the first step to cooperate with celebrities, and jointly launched Karl Lagerfeld's limited series.

After Karl Lagerfeld, H&M also tried to cooperate with super designers such as Stella M cC artney, M atthewW Illiamson, Wakubo Rei, Alber Elbaz, Jim Elbaz, etc.

It is not only the high street brands such as H& M that benefit, but also the designer and the brand they serve are also given a free publicity.

Da man observation:

Shining 29 year old magazine thematic director

Those who like high street brands are young people with limited purchasing power, and these young people can just break out big potential customers. When they are more than 20 years old, they can't afford to buy big cards. They will be able to afford a Chanel coat in 10 years.

The smart thing about big players is that they have successfully developed their future customers in cooperation with high street brands.

Some brands, such as Lanvin and Versace, which are regarded as "old and cold" by young people, achieve the pformation of brand image through this way.

For high street brands, the biggest demand for cooperation with big brands is definitely sales volume, followed by upgrading brand image.

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Star effect * 2 similar cooperative Heroes

The reason why heroes cherish heroes is also applicable in fashion circles.

The British glasses designer LindaFarrow (Linda Faro) was a ringing figure in the London fashion circle in 1970s. The LindaFarrow's large square sunglasses were regarded as classics by the industry.

The brand fell into a trough in the 80s of last century and was almost forgotten.

In recent years, it has begun to peak in fashion circles. This Jedi counter attack is due to the cooperation between the brand and a series of new star designers: AlexanderW ang, Jeremy Scott and Charles Anastase have designed cat glasses, Mickey Mouse mirrors and polygonal mirrors for LindaFarrow.

Alexander W ang also added a shiny piece to his accessories design resume, laying the foundation for winning the CDFA accessory Designer Award in the future.

Linda Far-row, after the 60s of last century, has once again become the eyeglasses Icon. of young people.

The cooperation between Armani's old man and Lady G AGA is also a paragon of heroes.

As a star, G AGA has always packaged itself as a brand, and Armani is the best person to design her new product. It has prestige, talent, old age and creativity.

G AGA is just another challenge for Armani's design career. At the same time, she also gives him a lot of inspiration, triggering the birth of good works.

Another kind of cooperation is between independent designer brand and fast fashion brand.

Topshop has focused his attention on the independent designer with individuality. The most successful thing is the 3 cooperation with Scotland designer C hristopherK ane. Christopher Kane is proficient in the application of pparent materials and points and lines. The circular nail decoration runs through the series. It adds rock and roll flavor to the girl's dress. After 3 seasons, the cooperation has been reacted vigorously, and each other is overjoyed.

Subsequently, several series of cooperation with Australian designers Alice M cC all, British designer BarbaraHulanicki and British rock tide D.I.P have been the top of the sales volume of that year.

Topshop is committed to mining the common parts of independent designers who share the brand image. These similarities are magnified and are helpful to enhance the image of both sides.

In 2011, Topshop came up with new tricks to open "secret guerrilla stores" in London and New York. The so-called "secret guerrilla shop" is to choose a secret shop in 2 weeks to sell designer's special products, including the cooperative headwear of the brand and Nasir M Azhar, the Jewelry Co operated with Meadham Kirchhoff, and the clothing jointly launched by Em m a Cook and Ann-SofieBack.

This kind of cooperation with "personalized designer", "limited supply" and "short-term selling" label has aroused the curiosity of fans.

Da man observation:

Yvonne 27 year old accessory Designer

The cooperation between designers is most likely to be a chemical reaction. When two similarities and completely different brands find each other's conjunction point and magnify it, the creativity of the work is infinite.

At present, designers in fashion circles are only limited to cooperation between new and sharp brands. The fashion industry also has an aesthetic fatigue. This kind of fatigue needs constant stimulation to break through. Strong words and strong sparks have the potential of "prairie", "limited" and "special edition".

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Brand, high tech and unlimited marketing potential

"High technology" is the most striking label of this era. In the process of brand evolution, high technology also plays an important role.

Materials such as hi-tech fabrics, fashion brands, cross-border handsets, and mobile phones are no longer unusual.

What is the hottest talk at the moment? Which brand has played the virtual show in the fashion show? Which brand of Facebook fans have passed millions? Who has played a new trick on Apple's APP?

Look at the 155 year old British Burberry. Since Christopher Bailey rose to Chief CreativeO fficer in 2009, dress design has become youthful, and marketing mode has become more dynamic.

Christopher Bailey is a person who is decorated with many horns, taking charge of design, product layout, brand management, advertising creation, innovation computer technology, and official website marketing.

Login to Burberry official website and Facebook page will find that brands constantly seek young photographer and artists to cooperate, and invite famous musicians to make unique M ixtape.Christopher Bailey to introduce the latest trend of brand in person, and warmly welcome netizens to participate.

With his efforts, more than 5 million fans of the brand Facebook are on the exclusive web page called Art of theTrench (windbreaker Art). Fans can browse the design inspiration and upload the beauty map.

After watching the 3D live fashion show, fans can login to the official website for the first time, book the latest fashion of T, and get home from 3-4 weeks - from the front of T to their wardrobe, with only one mouse away.

This electronic commerce means a high degree of cohesion between brand and fashion consumers, making Burberry, a 155 year old brand, a leading brand in the new era, and even fast fashion brands can't catch up.

Christopher Bailey once said: "brand values and ideas have not changed. Electronic media merely adds a new channel of communication.

Because society is changing all the time, we have to use modern language to convey information better. "

Commodities have not changed, but the way of communication between brands and consumers is changed.