When Luxury Brands Meet APP: A New Marketing Strategy

If you want to figure out the most frequent accessories in fashion in the past year, neither iPhone nor iPad should be included.

With the landing of iPad3 and its subsequent products in China, the effects of Apple products will continue to ferment.

How can fashion luxury brands walking on the cutting edge of the trend get rid of this good opportunity to advertise themselves with apple APP?

The new experience has narrowed the distance from luxury goods.

If you still think the show is far away from us, let this outmoded idea end in the fashion event of "global live London Burberry fashion show"! As early as 2010, in the 2010 autumn winter Milan fashion week in Dolce&Gabbana, the most dazzling part is the main iPhone live broadcast. Although the Live webcast has not been fried yet, it is quite bright to watch the live broadcast with iPhone.

Of course, Facebook can also be viewed synchronously with its official website.

Since then, the iPhone fashion show has been out of control.

This makes people who are not rich enough and love fashion very happy. They can no longer wait for months to understand fashion trends of the next season through fashion magazines, or spend a few months waiting for new products to be released.

While watching shows, they can also place orders directly online.

Nowadays, more and more brands are building exclusive fashion applications on apple.

Those dreams that were once out of reach were realized overnight.

Enjoy the fashion show at the front row of the show, check the new costumes and accessories and match in time after the fashion show, see the effects of all kinds of clothes on the models, choose the products that are suitable for their size and buy them.

All of these meet the needs of diversified consumers and greatly shorten the distance between consumers and brands. Consumers can not only understand the trend of fashion trends, but also have multiple value-added services, such as watching creative inspiration videos, DIY postcards and sharing fashion stories, providing users with a brand new experience in fashion design concept and marketing mode.

A new marketing strategy, a clever advertising device.

For luxury brands, how can they break through in the increasingly fierce competition? Not only products, but also new marketing strategies.

As the first Burberry in the webcast fashion show, Amanda, its public relations manager, told reporters that the online fashion show was not only a gimmick but also a huge increase in sales. It is understood that in 2010 Burberry autumn and winter clothing sales rose to 30%.. The fight turned out to be beautiful and overturned people's traditional conservative and unenterprising attitude towards Burberry. In the following quarters, Burberry was very active in the market, and returned to fashion.

The unique charm of the "Digital Express" marketing strategy of luxury goods is also invisible.

They know that people are fascinated by fashion shows, their desire for luxury clothing and jewellery, and the inconvenience of regional shopping. It is precisely this consumer habit and psychological craving that has caught consumers. Luxury brands have built up many kinds of apps that can narrow the distance between consumers and luxury goods, but the final goal is undoubtedly sales.

This method can convey the product to the consumer in the most subtle way. It is a very difficult but perceptible advertising device.

Ten essential fashion applications one by one

Net-a-porter

Net-a-porter magazine's interactive software for iPad and iPhone can match the world's top fashion magazines.

Through the "front row fashion" column, consumers can enjoy fashion shows or touch the images of each model on the screen to see products that represent the most fashionable trends.

Consumers can also buy any product in magazines directly by clicking on "shopping magazines".

The most unusual thing is that consumers can view the details of products through various angles, and see how the models wear their bodies and how to match them.

Chicfeed

Do you want to know the latest Street pat? Let's take a look at Chicfeed. It has gathered the most popular street blogs in the world and the application of LookBook's personal fashion website.

Let fashion people be able to browse the essence of all street blogs in one stop.

Photos will also be updated regularly.

Tiffany

In order to help customers who can't go to a real shop and hope to buy diamond rings online, Tiffany has designed a program page for iPhone.

Users can use it to correctly judge the size of their rings, and also find their favorite diamond ring styles by choosing shapes, mosaics, materials and designs.

Of course, this is not for shopping software, but for better display of products.

Shopstyle

Consumers can see products from more than 100 brands, including Vanessa Bruno, Juicy Couture dress, cosmetics and household products.

The latest styling pictures can also be obtained through touch options.

Visitors can also get professional advice on daily wear and evening wear.

If you need to purchase, the program automatically pfers the consumer to the original sales website, such as Barneys or shopbop.com, to complete the paction.

H&M

The first thing that H&M sees is the series that best represents this season.

Lulu Guinness

This app will lead visitors to the handbag world of Lulu Guinness Lip Clutch.

A designer's video clip explains the inspiration behind a handbag.

Fingers can easily slide to browse and shop. You can also add red lipstick pictures to photos, DIY your own Lulu Guinness electronic postcards.

Style.com

For most fashion lovers, it's not easy to see a fashion show, let's not imagine a row of seats, but Style.com gives you a chance to make your dream come true.

Videos and pictures will appear in Style.com after hours of release.

Watching the show in front of the computer is actually closer and clearer than the first row.

Even the stars and designers after the fashion show can enjoy the party pictures.

Zinio

Still worrying about not buying foreign magazines? Zinio provides a platform for magazine enthusiasts, where readers can only get a full digital version of Marie Clarie (Bazaar, Elle) for only a few dollars.

Zinio also regularly promotes sales activities. During this period, readers can purchase magazines that are free or at an ultra-low price.

Chanel

Chanel takes the lead in other luxury brands, launching the Chinese version of the app, making it exquisite and easy to browse.

Viewers can not only enjoy the latest fashion show video and the latest fashion design, but also browse the latest fashion information in the Chinese version of C hanelN EW s, and get the contact ways of Chanel boutiques around the world.

Tod 's

Tod's s "my handbag life" app describes the 6 D-bag handbag owners, including a mother, a social celebrities, a global traveler and an art broker, presenting their handbags, lives and address books to the brand D-bag.

Video clips, maps, books and pictures are available.

The 360 degree omnidirectional picture enables visitors to clearly grasp the details, materials and colors of each handbag.

Tips:

Downloading these stylish applications is simple and convenient, similar to the way before downloading music from iTunes Store.

Users simply log in to the name of the app needed to search the apple APPStore website, and then download the application directly to iPhone or iPod Touch. You can purchase or choose a free trial, depending on the brand regulations and the actual situation of users.

Take the latest application of Chanel fashion boutique as an example, users can go to iTunes App Store to download the latest version of Chanel fashion boutique application.

After downloading, you can enjoy the 2012 spring summer series press video and the new trend design, browse the latest fashion information in Chanel News, and get the contact ways of Chanel boutiques around the world.