Fashion Industry Marketing Methods

WGSN recently released a theme entitled "2012 influence". Marketing Management As the world's leading fashion trend analysis and forecasting provider, the report on the ten major trends of the trend, WGSN's survey conducted by more than 250 experts in different parts of the world shows that from audio sharing, smart TV, London Olympic Games to near field communication, it has become the latest marketing channel and means of fashion and retail industry.

　　 Consumers: the willingness to participate in interaction is increasing.

For the clothing industry, it is particularly important to note that Chen Wensong, director of business affairs in WGSN Greater China, reminds us that we must do a good job of interaction with consumers. If the marketing activities of enterprises are lack of interaction, they are only exposed in the conventional sense, and the effect will be poor. To this end, the reporter published questionnaires on the consumption mentality and other related issues on the questionnaire website. Reporters in the survey of 100 consumer samples found that 38% live in the Beijing Tianjin Hebei Bohai Bay urban agglomeration, 46% live in the Yangtze River Delta city group, 16% live in the Pearl River Delta city group. In the eyes of consumers, they recognize the strength and marketing methods of international brands. Therefore, the demand for domestic brand marketing is also gradually improving, and their sense of participation is their favorite. Among them, the Internet, micro-blog and outdoor media have a high willingness to use.

In the traditional concept, video is an important tool for fashion brand marketing, but it does not mean that this platform has reached its peak. Especially after sharing with social networks and reaching a certain scale, the influence is expanding rapidly. The online video advertising expenditure is expected to grow by 43.1% in 2012, which illustrates the high development trend of online advertising.

From the convenience of online advertising, first of all, Clothing industry Network video marketing advertising cost is low, and the speed of dissemination is very fast. Compared with traditional TV advertising, online video advertising has large savings from manpower to capital. Secondly, the goal of online video advertising is more precise, and users of a hobby easily generate in the network.

Enterprises: grasp the key to consumers and make good use of media

The survey also shows that the relationship between games and consumers is getting higher and higher. The so-called game is to apply game concepts to non game areas in different ways. The most notable feature of games is to encourage interaction, which is a common development thread running through all levels of the industry, but fashion brands need to decide if they are really fit.

For the ten major factors that affect marketing trends, Chen Wen song believes that enterprises should choose different ways of participation according to their marketing objectives. Looking at the global events in 2012, the London Olympic Games will surely take the lead in the marketing field. Public interest and the number of TV viewers will rise. For every major brand involved, whether it becomes an official sponsor or not, it will face unique opportunities and challenges. Enterprises must use the new media characteristics in marketing, understand the change of consumers' attitudes, and emphasize the pleasure of the essence of clothing. A grand meeting will be the first time that it has fully integrated with social space.

At present, although many enterprises in the field of physical field control has been very strong, but for new media channel coverage is still groping stage. WGSN's report shows that the situation of digital media is becoming increasingly complex. Consumer Will face more and more new platforms and equipment. A brand is collaborating with external developers through the application interface, and external developers can reinvent the content and turn it into application, experience or activity to meet different needs. In addition, it enables the brand to provide different rules for different partners through managing the application interface, maintaining its image control, for example, with e-commerce partners. Although this method is very perfect, how to make use of the fashion industry in marketing is a completely new content.