The Reflection Of Fashion Week On Social Media

From New York to London, Milan to Paris, in a month, the major brands have worked hard to make their own efforts through the media hype. Fashion Show Get attention. The mass media sends messages of this fashion feast in any way possible, but the source of the message is not limited to brand names. Designer In itself, anyone who has something to do with fashion week will display all the things related to this feast.

This phenomenon has aroused controversy among experts. Some experts point out that the fashion news may not be the best way to convey the brand concept.

Most of the inspiration and experience brought about by this fashion ceremony is only a flash in the pan. The social strategies of major brands only link their cultural content with short T platforms. In contrast, the investment feedback from developing long-term strategies may be more significant.

"It's hard for many people to digest all the topics." Shelly Socol, the deputy director of One Rockwell and founder of Electronics Department, told WWD. "The huge amount of information and the fast speed of transmission are beyond the burden of ordinary people, let alone distinguish their preferences in this overwhelming message."

Burberry, the biggest media show in the spring, was broadcast live on 13 outdoor screens in three places in London, New York and Hongkong. However, this huge momentum requires massive capital investment and careful choice of venues. For other brands, we should focus on the overall situation. A fashion show launched by Stuart Weitzman in Milan fashion week was exposed through various media. The number of hits on You tube exceeded 204000, while the number of fans in Instagram increased by 72%. However, it was disappointing in the video contest of Instagram.

Where is the problem?

The reasons for this lack of attention can be summed up as two points: the data space beyond the load in the special period, and the high threshold in video competition. For users, it is a long and tedious process to record video and then submit it to the network competition. However, users prefer online viewing, then create a video file of their own, and then submit a detailed watermark to a brand. This process is another matter.

"In this competition, 99% of people are grabbing resources, and only 1% of them rely on their own innovation, which we all understand.

Forcing everyone to record their own video files on Instagram means expanding the boundaries of the media. After all, instagram is a new media application, "StuartWeitzman spokesman said. After regrouping, it is easy to find no place. This is a typical example. Fashion week is against the clock, even if the information is large enough to be placed, but you have to rack your brain to think about where to put energy and financial resources. This is a carnival, and everyone is squeezed into the next city without stopping. You may be completely defeated. " Socol said.

Socol sees a lot of big shots as her customers. She is particularly committed to the development strategy of fashion brand networks, including mass media, e-commerce and marketing. In her view, a brand with long-term strategy and knowing how to take advantage of it will be the winner of the war without smoke.

For example, in October 1st, Hermes held an all-around and multi-channel fashion show in New York, linking the application software with the current trend. However, in the spring of October 2nd, the organizers did not exert much effort in the electronic media in Paris. Robert Chavez, chairman and chief executive of the Hermes company in the US, revealed that the company will increase investment in network electronics, which involves the development of application software and the integration of online and offline functions.

In addition, he said that in 2014, the investment of Hermes in the US will be doubled three times, from the 10% which only accounts for the media delivery fee to 1/3 of the total.

Macala Wrigh, an electronic marketing consultant, is also the founder and chief executive officer of Why This Way, and the editor in chief of FashionablyMarketing.Me. In her view, the live broadcast of the show has constrained the designer's hands and feet. Lack of new ideas and sticking to rules make the walking show gradually lose its meaning. Most of the current live broadcast can only earn a few eyeballs, unable to produce large-scale communication impact. "Although the technology and platform provide unlimited possibilities for creativity, most designers do not have the vision to break the conventional and redefined concept." Wright said.

"Paying attention to fashion itself. Identification degree However, it puts the uniqueness of the exhibition behind, which is not only a hard nut to crack in this industry, but also a soft rib of the designer.

Some platforms, such as Bumebox and Thismoment, have been praised by Wright for their novel forms and good humanistic structure. Bumebox launched real-time reporting, and authorized eBay and other network platforms to break through the conventional practice. In addition, Tory Burch and Sony sought to cooperate to become the first fashion show with super resolution visual effects, and created a small website to promote the spring show in September 10th. Massive content runs through the entire show, including advertising and the United States. Consumer The contributions made.