Is The Clothing Brand Playing Innovative Crossover In Self-Help Or Playing Tune?

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"Karl Largerfeld the same name hotel will open in Macao in 2017; Nicole Scherzinger crossover design endorsement Missguided"; "UNIQLO" and singer Farrell Williams cross-border cooperation concerned about the recent clothing industry news, you will find that from traditional to modern, from east to west, cross-border trend intensified.

Regardless of beer and clothing, cola and music, these products, which seem to be different from each other, are increasingly trying to cross border marketing in order to seek strong synergy brand synergy.

For the garment industry, the cross border marketing of multi - life development is already a business that can not be missed.

Marketing cross-border experience shop into the trend

Under the impact of online shopping craze, perhaps it is for the purpose of

The clothing sales terminal will extend its reach to more fields. Luxury brands and fast fashion brands even open coffee, bookstores, salons, restaurants and other areas in the store.

In the 4 month of this year, UNIQLO marries Starbucks, leaving a special area for Starbucks in its flagship store in New York. In order to make the shopping environment more casual and relaxed, UNIQLO also provides couches, tables and chairs and iPad for consumers.

Of course, cross-border services are not limited to food and drink.

The American fast fashion brand Gap sold third party magazines and books in the flagship store; Club Monaco, a garment brand under the Ralph Lauren group, invited the well-known Cafe Toby s Estate and The Strand bookstores into their flagship stores, and the British fast fashion brand Topshop, located in the flagship store in Oxford street, London, and a salon and Tattoo Salon.

Indeed, cross border cooperation has become one of the indispensable means for manufacturing industry. Especially in fashion areas with shorter fashion vogue and seasonal cycles than other industries, the significance of marketing crossover is not to be underestimated.

Ashma Kunde, a global retail market analyst, said that the most important part of these experiential services is its synchronization with the target audience.

Looking back on the merger of domestic formats, starting from the O2O store in the United States, and carrying out "one city, one culture, one store, one story", the road of pformation of domestic garment enterprises is becoming more and more diverse.

This autumn, the Cowboy brand JASONWOOD in Hangzhou launched the "cowboy kitchen" concept store, breaking the traditional fashion management mode, integrating space into more experience and trial water elements.

Hong Zilin, chairman of JASONWOOD, told the media that everything provided in the JASONWOOD "cowboy kitchen" concept store is a life service related to cowboys and life attitudes.

"Cowboy kitchen" emphasizes interactive experience, the overall mode is "customized experience + lifestyle".

And in November this year, the Shenzhen women's clothing brand pink wardrobe held in the lifisee Art Gallery of the century shopping mall held a music poetry festival called "autumn sunshine", attracting a large number of customers. Customers beat drums, play the piano, read aloud, sing, and revelry.

In such an atmosphere, you are an artist and a customer.

Li Feiyue, founder of the pink wardrobe, said: "the brand is less than 10 years old, not the NO.1 in the industry, but since the development of" art Recognition friends ", more guests have been attracted by art and have more sense of brand identity.

The collocation and experience of costumes are completed in the artistic atmosphere, and communication with the customers in an artistic way can greatly enhance the irreplaceable nature of the brand.

Although it is not easy to win a win-win situation across the border in the course of operation, consumers will undoubtedly prefer the stores with different industries.

Also, as the shoe and clothing commentaries, Ma Gang said, "people's consumption is no longer satisfied with simple purchase behavior, but more eager to pursue consumption space and mentality.

Similar multi dimensional brand crossover brings one-stop experience is the future trend.

Marketing crossover is permeated and fused with each other through industry and industry. The mutual reflection and mutual interpretation between brand and brand make the brand image and brand association of enterprises more tension, thus changing the disadvantages of traditional marketing mode that brand individual combat is vulnerable to competing brands and weaken brand penetration and influence.

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Brand crossover clothing and clothing collision

Brand crossover is not simply copying, combining and grafting, but finding common brand value languages, commonalities and inclusiveness. The cross boundary between brands can have the possibility of concentric cooperation.

As early as 1999, the German sportswear brand Puma put forward the concept of "cross-border cooperation", and launched the high-end casual shoes with the German high-end clothing brand Jil Sander.

But Puma's crossover didn't stop. In 2003, Puma joined BMW mini to design a black sports shoes Mini sport two points shoes.

As the leader of fast fashion brands, H&M is also the leader in cross-border cooperation.

Since H&M launched the "Karl Largerfeld forH&M" jointly with the "fashion emperor" Karl Largerfeld in 2004, H&M has regularly thrown Hydrangea from the international luxury brands or top designers, from Jimmy Choo to Comme DES, from the second to the end of the season.

For this kind of marriage between the civilian and aristocratic brands, the top luxury brands in the past show their affinity to the people.

It is not surprising that every time "marriage" can create a sales legend again, and H&M will make a lot of money.

Luxury marketing planning experts said: "such cooperation is a marketing strategy that both sides have to take based on interests and realities, which allows luxury brands to enter more people's horizons and enhance the image of the public brand, and both sides can gain greater benefits.

But we must choose the brand of cooperation, the two sides must be consistent.

For example, H&M is a popular fashion, while Versace is a high-end fashion.

In the cooperation between high street brand and luxury brand, H&M is not the only one. TOPSHOP, MANGO, TARGET and our well-known UNIQLO have also carried out this kind of marriage.

Transboundary, limited, big brands and famous designers can be regarded as the annual dishes of high street brand.

Cross boundary cooperation sparks a different spark, which is indeed fatal to consumers.

"The inspiration of design not only comes from the textile industry itself, but also the support force for the upgrading of industries.

Cross boundary brings many refreshing designs and products.

China's textile industry can also open cross-border thinking and enhance the design strength of the industry through cross-border activities.

Sun Ruizhe, vice president of China Textile Industry Federation, said.

Field crossover N possible for clothing

In addition to the internal cooperation and testing experience of clothing brands, many brands have tried to cross the border in more fields, and do their best to use their seemingly impossible external forces for their own use.

When it comes to interdisciplinary cooperation, we will have to mention the hand in hand of the Japanese Dongli group and Liu Wei, the designer of China's Golden Summit.

Many times behind the scenes in the China International Fashion Week, the Japanese Dongli group, after joining Liu Wei in the 2011 year of the year, gave Liu Wei the design of the company's R & D, the latest international popular microfiber, ultra full dull fiber, moisture absorption and sweat fiber, and so on.

The costume design with fabric as the visual language and the creation of the clothing realm with the same shape and spirit is the highest embodiment of the charm of the costume design age.

The international fabric giant Dongli, Japan, may be moved by the aesthetic spirit of Liu Wei and his works, which are full of each other and are similar to each other. They are attracted by their savvy and wisdom, and are regarded as the best business partners to expand the Chinese fashion market.

In contrast to the cooperation between Dongli group and Liu Wei, the cross border span between Ji Wen Bo and the wine industry is wider.

Clothing design and liquor, which are seemingly not related to two things, have achieved cross-border marriages in the fashion week of designer Wen Bo 2013 in Milan fashion week.

Ji Wenbo once said: "the cross boundary between fashion design and liquor can be said for the first time at home and abroad.

My design, liquor culture and wisdom have brought a new fashion to Milan men's wear week from a new angle and level.

In fact, the dimension of clothing crossover is far beyond our imagination.

During the November China International Fashion Week, Ceng Fengfei, the designer of the Golden Summit, joined hands with the Shandong Tourism Bureau.

Ceng Fengfei worked hard for many years.

With the fusion of modern fashion life, his design concept of modern Chinese clothing comes from the profound inheritance of 5000 years of Chinese culture and his meticulous perception and expression as a fashion designer for modern life.

This coincides with the idea of "Chinese clothing, Chinese year and Chinese dream" advocated by the "hospitality Shandong" brand. The fit of ideas and culture is the conjunction point of this cooperation.

Look at a work show in Beijing this autumn, which is "when technology meets fashion". Poland designers show the development of cross border integration of information technology and clothing design through the form of DV show, demonstration and display.

Besides, wearable electronic devices will usher in a period of rapid development. The new fabric, printing technology, laser tailoring, 3D fitting and other topics under the support of high tech industry are also eye-catching in the industry.

In fact, in the field of cross-border, Chinese clothing enterprises are numerous. Regardless of automobile, star or technology, clothing brands try to cross the border more and more.

Because cross-border is a new brand than starting from scratch.