Fashion Brand Big Coffee Comment O2O

Kering is a senior vice president of digital and electronic commerce in Kai Yun group.

Luxury experience is embodied in detail, focusing on small data, providing personalized service for every customer.

With digital technology, luxury brands can bring unique experience to customers through all-round five sense marketing.

Only by analyzing data manually can we provide users with luxurious experience online.

Google retail leader Martijn Bertisen:

The theory that the ground shopping street is dead is a complete fallacy. Technology can help us better connect the two spaces online and offline.

Humans and digitalization can perfectly combine and create a unique and enjoyable user experience.

In order to impress customers, the content must be personalized.

For example, online customers can add their names on the Burberry perfume bottle.

Versace global marketing director Dennis Valle:

Thinking is the biggest challenge for luxury brands.

Brand must first master digitalization and establish digital team within the enterprise.

It is very important to enhance user experience through storytelling before selling merchandise, and has been sticking to customers through interactive communication.

Kenzo VI vision developer Massimiliano Pipolo:

We don't think digitalization is a difficult task. The VI Department has been working hard in the digital environment. Our goal can basically say that online content and enterprise DNA can be better interpreted to offline stores.

All kinds of screens, high-tech demonstrations and interactive devices can create humanized digital experience.

Salvatore Ippolito, head of Twitter company in Italy:

Social networks are the key nodes in the fashion industry to reach customers.

Twitter's backstage data show that the discussion on fashion week has increased by 42% over the same period last year.

In Italy, 30% of Twitter users are concerned about fashion brands.

A brand should not only know how to tell stories, but also seize the opportunity to reach users accurately.

Uri Minkoff CEO Rebecca Minkoff

The consumer types of fashion retailing industry are becoming more and more differentiated. Some consumers are overloaded with information, do not need salesmen to guide shopping, and wish to purchase independently. Some consumers aspire to celebrity shopping experience.

Technology helps us quantify and match different needs of human beings. Hi-tech devices can speed up the search for goods in offline stores.

Corporate websites and social networks have a profound impact on brand communication with consumers, product sales and product development.

Tod 's supports various channels of publicity, and has invested heavily in print media and Internet.

All brands on the PR agenda or publicity plan, the core is how to integrate online and offline.

The company's latest publicity campaign to promote classic bean shoes: bean Dots of life was launched through Instagram, and then extended to a number of shops under the Tod "s line".

But because we do not comply with Tod s's tonality, we do not use Twitter. Although we have to embrace the Internet and social networks, enterprises must choose the appropriate platform to publish messages carefully.

Facing global users, customized digital marketing strategy is very important for different regions. Stores can understand consumers' needs in advance, and create "surprise effect" shopping experience in the store through data analysis, so as to ultimately increase loyal customers.

Use big data to be cautious, respect user privacy and use habits, avoid spam and over marketing.