What Should Be Paid Attention To In Digital Media Marketing Brand Of Domestic Clothing Enterprises

First, build relationships with consumers.

In the social media world, we clothing Brand should establish its own digital world brand large building. We can see that on Facebook, there are many active brands, such as Starbucks, Coca Cola, etc., which are praised by consumers more than 20 million times a month and have established great influence in the digital world.

Some Suggestions on Digital Media Marketing Brand of Domestic Garment Enterprises

Europe's largest Clothes & Accessories Retailer H&M, which has more than 5 million followers on Facebook, has established a website called Social Media Room, which collects the content related to H&M published by consumers on various social media and reorders it according to the number of visitors. Through this platform, H&M companies and consumers have more knowledge of the brand, and these content, including photos and comments, All come from consumers themselves.

Second, build brand new experience through digital media.

Brands are no longer simply created by enterprises themselves, but created by consumers. Top fashion brands like Burberry have long used Facebook. In addition to opening a homepage on Facebook, Burberry has launched its own social networking site "Art of the Trench" to encourage consumers around the world to show their style, Hundreds of thousands of consumers have uploaded photos of themselves wearing Burberry windbreaker. On this huge photo wall, there are people of different genders, ages and skin colors. But they have one thing in common. They all wear Burberry windbreaker. Users can click on one of them to comment on and share this photo. Here, everyone is supermodel and there are shows everywhere, Let people all over the world experience its latest fashion trends.

An American luxury goods The retailer Podolph Goodman, together with the world fashion brand Fendi design team, launched a handbag design contest on Facebook, inviting consumers to choose the upper and lower parts of the handbag, as well as the color of the handheld strap and ID tag from the palette. Participants can submit multiple designs to Podolph Goodman's Facebook page before the deadline, The consumers participating in the design will be asked to invite their friends to vote for support. Fendi's design team will select the champion from the five designs with the most votes. The real object will become BergdorfGoodman's autumn limited edition and will sign on the bag designer The winner will also get a handbag free of charge, which fully reflects the crowdsourcing trend of full participation of consumers in the fashion industry.

Levis has set up a friend store called "The Levi's? Friends Store", where users can log in with their Facebook account. In this friend store, users can see what their friends on Facebook have bought here, what they like, or shared their products with their friends on Facebook, Levis skillfully connects users' social relations on facebook to its own online sales platform, and improves sales with the help of users' existing social relations. Levi's made a viral video advertisement to promote skinny jeans. The video content was two New Zealand girls wearing skinny jeans. They walked on the streets of Los Angeles and used a hidden camera to catch men making eyes at their buttocks. Then they sent it to YouTube, In less than two weeks, it received more than 7 million hits, becoming Levi's most successful marketing idea recently, conveying Levi's sexy and young selling point in an intuitive, authentic and humorous way.

Third, seize the SOLOMO era of brand.

As a clothing enterprise, it used to rely on a large number of offline channel terminals to bring sales. Now it should consider how to combine with online marketing to drive more people to shop for consumption, including how stores use the Internet to share their brands with your consumers. This requires the integration of Social, Local and Mobile. SOLOMO can establish a complete user interaction between the digital world and the real world, and can contact consumers anytime, anywhere through mobile means.

In 2011, Yichun launched the "SHARE IN Fashion Fast Sharing" activity centered on its image spokesperson Han Geng, first established a fashion fast sharing Minisite, and then launched a month long online virtual fitting activity, The activity adopted the cutting-edge AR technology in the current marketing technology (that is, augmented reality, which is a virtual environment that uses computers to create a realistic sense of vision, hearing, force, touch and motion, and enables users to "immerse" in the environment through a variety of sensor devices to achieve direct natural interaction between users and the environment), so that consumers can experience virtual fitting. Netizens can select three types of clothes they like from the pure clothes provided after starting interactive fitting on the activity page, print AR code according to the prompts, hold the paper printed with AR code, aim at the computer camera, adjust the distance and take virtual fitting and photos. The photos taken will be combined with an existing video, This video is just a TVC shot by Han Geng for this new advertising slogan, so that everyone can have a close "contact" with Han Geng in TVC, and after that, they can also share their works on various social networking sites.

In addition, the AR fitting activity has also been extended to offline, with 21 stores in 14 first tier cities selected and installed AR equipment in their offline stores. Consumers who buy pure clothes can obtain special AR codes, so they can enjoy virtual fitting activities and discounts in these designated stores to promote second purchase. The evaluation of the effect of the activity shows that among the consumers of fast fashion brands, the activity has been well recognized, especially among ZARA and H&M consumers, the awareness of Yichun has been significantly improved.

I think there is still much room for imagination in the digital world in the future. Google recently applied for a new patent, which can monitor all kinds of information around users, such as temperature, humidity, voice, location, mobile speed, etc., through the mobile phone's own sensor, and then push you the precisely selected ads; When you are near a pizza shop, sales office, etc., Google will put suitable advertisements on various digital billboards near you, such as bus shelters, etc. This will become a new communication revolution. I believe that this power will definitely surpass the traditional media we rely on in the past, such as TV, plane and radio. These new technologies must be constantly generated and applied to us through the integration of technologies Marketing As a garment enterprise, we need to pay attention to and grasp these new marketing revolutions, which will bring new communication revolutions.