Four Of Fashion Rules -- Marketing Detonation Force

Fashion is a factory that makes desires.

"It's entirely up to the tide, not to catch up with the trend." Hush's head said.

Actually, hush has been silent. No news And even consider stopping the production of casual shoes that became famous overnight.

But a miracle happened.

Several young people in East Village and SOHO District in Manhattan began to wear hush shoes. The young man had a good communication, and their friends were also affected, and they put on Hush Puppies.

So, there has been a store in Manhattan. People rushed there and sold out.

Later on, many of the design fashion shows used hush shoes.

Immediately after that, sales of hush shoes grew year by year and became a favorite among world consumers. brand 。

The other brand, walking in the clouds, is not as lucky as Hush Puppies, and can not find a correspondent or contact person at once to help him spread and make it popular.

Therefore, they try to let themselves play the role of relay conversion in order to achieve the purpose of popularity.

Thus, they designed avant-garde advertisements.

For example, in TV commercials, the camera lens is swept from the bedroom floor and swept away from the clothes left behind by the floor. Finally, it is fixed under the bed. The air is filled with the sound of trembling on the mattress. Finally, the lens is removed from the bed, so people can see a young man dressed in a dazzling fashion, jumping in and out of the bed with his walking shoes in the cloud, trying to kill the spider on the ceiling.

Such a cool image immediately attracts many trends to catch up with new people.

These trends are the foundation of the trend.

In fact, when SONY just launched the Walkman, it was also looking for many young people with headphones on the streets, and then the market became popular.

Indeed, advertising in place is of great significance to the development of enterprises.

The turning point of the development of international brand Diesel also occurred at the moment when international advertising began.

At that time, they hired Paradiset, a small advertising company in Sweden. The adventurous advertising company established a slogan for it: "Diesel leads a successful life".

"At that time, fashion advertisements were black and white, but they were all black and white photographs. We sang a different tune, but the advertisements were colorful, and they were instantly remembered." Diesel president, said.

Later, Diesel changed several advertisements. company But the advertising strategy remains unchanged. Among them, a postman with a gun on his back and a sneer at the American gun culture caused an uproar in the American society.

"Traditional marketing is based on demand, but fashion marketing is creating demand." Fashion scholar Bruno Remaury said, "fashion is a factory that makes desires."

In fact, when clothes leave the factory, they are only "clothes", and they become "fashion" in the hands of brand operators. Through marketing, identity and brand value directly connect, whether elegant, smart or smart, consumers have matching clothing.

This is the secret of fashion marketing.

In fact, the marketing of Chinese clothing brands has begun to integrate internationally.

In China's official Premiere of Iron Man 2, Semir and film designer Mary Sophries jointly launched the Special Collection tidal clothing conference, including a series of racing clothes emphasizing the sense of movement and technology.

Alfonso Fries was very excited when he turned the original superhero style into a ready-made series.

After the cooperation, "Semir produces a series of related costumes, inspired by black spiders and Tony Stark's clothing", Semir hopes to extend the movie costumes to clothing design.

Starting in April 2009, Metersbonwe opened Transformers area in more than 2000 stores nationwide, launched Transformers animation products and sold them in the market.

This stems from Metersbonwe's implantation lens in Transformers 2.

According to the introduction, there are two more obvious embedded lenses: roadside "Meters/bonwe Metersbonwe" billboards, and "Meters/bonwe not taking the unusual road" body advertisement. There are 3 other commercials.

This time, Metersbonwe's advertising is not only Metersbonwe, but by embedding Chinese advertisements, it will attract consumers who were originally Metersbonwe and enter the movie theater.

Inspired by the hot selling of Transformers animated products, Metersbonwe began a cartoon tour and launched a cartoon series T-shirt product MTEE.

One of the T-shirts, the positive printing pattern was Sun Wukong holding the land, and Sun Wukong wore a red scarf. Her arm was also attached to the young pioneer team leader "three bars", which was written in English, "YOUNG PIONEER IS MY NAME".

In fact, the hot selling of MTEE also has much to do with the choice of spokesperson.

MTEE spokesperson Jay Chou, hip-hop STOCREW and BEATBOX have many fans after 80 and 90.

Besides, the show is also an important marketing place.

"Fashion show is not art -- it's a marketing tool." Sri Refors, the lighting designer, said: "the money you invest in a show will eventually become a huge photo, TV program or other in newspapers and magazines, which is equivalent to 10 to 100 times the appreciation.

Compared with traditional media, the emergence of new technology and new media has changed one-way propagation and formed another source of communication.

In August 21, 2011, the 2011/2012 Boston autumn and winter fashion conference in Jiuzhaigou, Sichuan, used the advanced "naked eye 3D" technology to turn the fashion show into a 3D fashion blockbuster.

LV is also working with Facebook, Youtube and other Internet users to see the latest fashion releases at the first time.

Micro-blog is also used in marketing.

In March 2011, ice cream held "ice cream spokesperson micro-blog competition" activities, more than 510 thousand people participated in the play, "palace heart lock jade" heroine Yang Mi popularity far ahead, and smoothly signed with ice.

Subsequently, micro-blog users would have the opportunity to get $1600 worth of digital cameras and fashionable U discs, and three delegates would have the opportunity to interact with Yang Mi on the spot as long as they were concerned about Forwarding comments to five friends.

Once released, micro-blog was forwarded more than 51000 times in a few days, commenting nearly 40000 times.

Before H&M was listed on LANVIN for H&M, Anna Dello Russo, editor in chief of the Japanese edition of Vogue, wrote a blog.

Within a couple of days, the fashion industry has caused a great stir. The latest news about the H&M visiting designer has swept the headlines of bloggers, and the bloggers speculate that it is Alber Elbaz, the artistic director of Lanvin.

Subsequently, fashion shows and several designers came out on the H&M website. interview Record, and add the "E" and "envelope" two buttons next to the playback button. Viewers can post this message to social networking sites, micro-blog or friends' mailboxes.

Then, YouTube, Twritter, Kaixin... Almost all Internet communities can see this message transmitted by netizens.

Next, netizens discuss various styles of clothing and how to match them, and then rush out when the limited edition products are listed.

Besides the Internet, mobile phone marketing is also an important strategy.

DHC, a Japanese company, has entered the Chinese market and has been pushing online ordering and SMS ordering. Yang Jing, head of DHC public relations, said that DHC will carry out mobile phone promotion activities on most of the university campuses in China to stabilize the consumer group after 80.

The Japan Fashion Report released by WGSN, an online subscription service provider, showed that the transaction reached by Japan through mobile Internet (Mobile Commerce) was 258 billion yen (about 17 billion 900 million yuan) in 2006. In China, with the popularity of mobile phones, the market will be bigger.

Show, advertising, celebrities, media reports, everything is for one thing, someone can open the door, walk into the boutique.

It is a paradise for consumers and a paradise for clothing brands.

This is Malcolm Gladwell's last principle in the tipping point, the law of environmental power, and consumers need a good business atmosphere.

And a little change in the environment may lead to the transformation of the whole trend.