Finding A Deeper Fashion Culture Marketing

　 Deep grafting of culture and culture

Not long ago, "Lining" held an exhibition called Say no to limits in the art district. The exhibition invited many of the world's top graffiti artists to show graffiti art. The Li Ning Co official told reporters: "this exhibition is not a new product promotion or technology exhibition, but a cultural exchange activity. It is another exploration of Lining in the field of culture and art." Before that, some famous domestic clothing brands have already raised the banner of culture. This time, cultural marketing has been promoted to a new level, and the deep grafting of culture and culture has become a trend.

"Bo Tao" for the first time clothing Introduced to the musical. In the love story "Butterfly" drama of Liang Shan Bo and Zhu Ting Tai, the designer not only designed and produced more than 30 sets of fashions as costumes, but also held a fashion show at the press conference of butterfly drama, and this conference is only a beginning. Bo Tao believes that holding a press conference in this form breaks the habit of limited cost and popular color control in the traditional fashion show, which makes the audience feel refreshing. Indeed, integrating clothes into musical plays is a new breakthrough and a new interpretation of "thin waves" culture. In the production of musicals, it is not uncommon to develop related derivatives, and to develop a clothing brand with a musical show as a gimmick is a precedent in China.

In the "little Tao" nuggets, the "exceptions" took aim at the movie market. With the exception of the new brand "useless" launched in Paris fashion week in January this year, Mao Jihong, an exception, began working with director Jia Zhangke to launch a film documentary "useless" for fashion designers. The theme of the documentary is "useless" designer Marco in the creation of costumes between clothes and people's story, the use of clothing and film grafting as "useless" momentum. Mao Jihong had previously set up a shop called "double faced exceptions" in Yunnan, while selling "exceptions" clothing while selling some books related to culture, art, poetry, literature and contemporary life aesthetics. "This is a conceptual space that combines bookstores with clothing stores. It is a new combination of two different cultures, which are mutually interconnected. The books and costumes sold here are my understanding of culture and the combination and distillation of two cultures." Mao Jihong said, "the introduction of two sided exceptions can be regarded as an exception to the further practice of brand spirit."

In January this year, A You, who respected national elements, also set up the SAY Fine Art Art Exhibition Center in the 798 Art District. Each year, the centre will host four thematic exhibitions related to traditional crafts or culture. From the perspective of art design, the exhibition will extract and summarize the information in the research process, presenting people who are engaged in art and creativity, providing them with new ideas from the tradition, and taking the exhibition as a base to explore the original ideas of Chinese localization and art design, and attract people engaged in cultural related work. Ah Yu told reporters, "this national culture exhibition has no profit purpose. It's just because people like the national stuff. The exhibition is not only the display of clothing, but also the display of Chinese elements and the excavation of Chinese culture. Ah Yu has gained a lot of inspiration from it."

　 Not just superficial work

Whether Lining, Bo Tao, exceptions or AI, are all at home. market Outstanding performance and distinctive brand characteristics, among them, "exceptions" and "Ai" have become a new force and are popular among white-collar workers. Culture has no doubt played an immeasurable role, and the driving force of cultural marketing in its market performance has also emerged. And this kind of cultural marketing has not only stayed on the surface, but a deep connection, which is really penetrated into the consumer's mind through the combination of culture and culture.

Before that, the culture of domestic garment enterprises is very keen. Marketing Most of the models are still on the surface. With the competition of a brand name, riding a lantern like endorsement star, sponsoring all kinds of celebrity parties, there are many ways to deal with it. What is the effect of the big money after it has been spent? Consumers may be too busy to make up for it.

"There is a word in the advertising industry called" integration "is a very worthy model, that is, the combination of two different cultures to create a new commercial expression, this is not a simple cross-border marketing, but really find a culture suitable for its own brand, with this cultural grafting, so that the two cultures are well integrated and express better results. It is a minor matter, but it is also a cultural marketing, which is passed on to the consumer by combining the art concept of clothing with that of art, which is a small piece of culture, but it is also a kind of cultural marketing, which is made by a group of 12 movies, 12 music and 12 family rolls. At present, some brands in China say they want to build brand culture, but they still do not know what kind of culture their brands contain. They are only blindly looking for spokesmen and naming activities. You know that when you deliberately cater for something, you become vulgar. If brand operation is regarded as a means of profit only, its durability will inevitably decrease. " He said in an interview with reporters.

　 Cultural marketing should be "mind attack".

What is the core of cultural marketing? "Simply speaking, it is" attack the heart "and occupy the hearts of consumers. It is a successful cultural marketing. Che Wenbin, a brand consultancy company in Beijing, said:" from a market perspective, cultural marketing is different from material demands and obvious appeals. It should be able to stimulate Association and chain memory, and arouse consumers' ideological identification or emotional resonance. And cultural concept is the killer of moving consumers, so that consumers can accept the cultural influence of a brand in their hearts, which will make the brand get invisible support and accumulate strength for the brand.

Not long ago, YOUNGOR's "YOUNGOR night" world symphony concert was compared with "exceptions". brand The form of cultural marketing does not seem to be brilliant. Although it is also tied up with culture, it still remains on the surface of a "image project". It is necessary to make cultural marketing no longer "idle" and lethality, but also to find deeper expression in cultural marketing.