Cohabiting With Fashion In The Age Of Social Networking

Dior, the most influential fashion brand in France, published its online magazine Dior Mag earlier, sharing the interesting information behind the scenes and the history and aesthetics of its brand with global fans.

This line is webpage type.

The production is extraordinarily beautiful, but the update speed can be described slowly. Although it is difficult to judge the value of Dior Mag in the age of information dissemination speed, it is almost certain that the independent issuance of (plane or network) has boarded many brand calendars, and the effect it brings seems to be much higher than that of traditional advertising.

Just imagine how you would choose to buy a single page advertisement for 40 thousand euros in the first line of women's magazines, or issue your own magazine (or website).

Marketing in social networking era

Dior is by no means the first person to eat crab.

The evolution of social networking and information dissemination channels revolutionized the traditional way.

The vague face of consumers who once appeared in group image suddenly became a living individual.

In the past ten years, the independent publishing craze is actually a new way for brands to pursue direct dialogues with consumers.

Swedish brand

As early as 2006, a semi annual publication entitled "Acne Paper" was released, and it sold 25000 copies at a price of 10 euros per period.

Interestingly, Acne, in addition to never making hard ads, even doesn't mention its products even in this exclusive brand of publications.

Instead, a lot of reports about culture and art. These seemingly unrelated contents and concise layout explain the core value of Acne and make customers feel happy because they feel the power to decide in their own hands.

The LVMH group's e-book Nowness, released in 2010, has more than 300000 registered users worldwide. Many videos have more than a million hits, but Nowness does not deliberately display its "blood" and is more like an independent media institution.

This is not a strange thing. In this age of information dissemination, there is no need for a brand to implant every item, because consumers already know it through other channels.

When all brands stand in line with the public through the computer screen, it is imperative to explain to the potential consumers a basic idea and way of life, create a unique sense of environment, and guide consumers to engage in positive and positive interaction.

Social networking plays an important role in people's lives. It has become a part of people's life and can not be underestimated by people's information acquisition, thinking and life.

Social networking has become a window for people to get information, display themselves and promote marketing.

But at the same time, social network also has some drawbacks, including personal information leakage and so on.

Especially teenagers, they are at the front end of social networks, but at the same time, they are also the most affected ones.

The study said, "a community account can be a romantic place, or a stage of conflict. In the past, the medium of conversation was letters, telephones or cell phones.

Now, all Internet users are exposed to a wider network of users.

In this new environment, the social rules of behavior and politeness are still in the making.

For adolescents, more than 22% of adolescents' online behavior ends up "ending their friendship with one person"; 25% of adolescents' behavior on social networks eventually leads to face-to-face quarrels or confrontations; 13% of adolescents have a feeling of tension after second days of confrontation on social networks, and the same percentage of adolescents have problems with their parents; 8% of adolescents have finally had physical confrontation on social networking events, and 6% have encountered trouble in schools.

Union shield 360 survey found that minors build virtual interpersonal trust through social networking.

74.8% of minors feel that online social networking will not expose their true identity. 70% of teenagers feel that chatting online makes themselves more relaxed than face-to-face conversation. 69% of minors emphasize that online social networking can make friends with like-minded friends.

Internet social networking has unique charm in the eyes of minors.

This survey means that parents in order to better protect their children's online social security, escort 360 provides automated tools to help parents realize their wishes.

Conveying real life concepts

To a large extent, brand has become a virtual spokesperson, attracting like-minded buyers.

If a large portion of the money that brand continues to invest in fashion magazines is largely to maintain its image, then it will be more plump and credible through exclusive independent publications.

Network.

The Internet is still the best channel for independent publishing of brands.

It can be spread to a larger audience at a much lower cost.

More importantly, the Internet still has unparalleled technical advantages over print publications.

Add video, instant feedback, interactive experience...

The online shopping giant Net-A-Porter, who has just announced its entry into China, has an independent electronic magazine and a separate menswear magazine Mr. Porter. Its editor in chief, Jeremy Langmead, said: "(through the Internet), we can intuitively see how long a reader stays on a single page, what contents he has skipped, and what he has bought at last.

"This kind of actual data that is more effective than any market research is invaluable for the brand.

Effective dialogue with consumers to guide consumption concept

For fashion brands, it may be a good time to get involved in independent publishing.

Compared with advertising and the predictable influence it can bring, this new model between business and socialization has more unknown possibilities.

It does not sell goods directly, but guides consumption ideas and expounds core values. It constantly seeks ways to effectively communicate with consumers, thereby establishing a more stable customer relationship, enhancing brand loyalty, and perhaps gaining valuable experience from smart readers.

Of course, a sincere attitude is essential, rather than hard selling, in the form of dialogue, because the brand is probably the smartest and most dominant consumer in history.