The Major Fashion Week Is About To Enter The Era Of Digital Marketing.

The world's leading fashion shows are mainly in London, New York, Paris, Milan and even Shanghai. fashion week "In the past one and a half months, the climax has ignited, and it has ignited hot topics of social media. But when we are in the increasingly popular fashion show, all kinds of "weird clothes" will be set aside for spectators to enter the showroom, where we can become the fame and fortune arena of passers-by, or frequent self timer, or be described as the farewell curtain show of creative director. Besides, the purpose and form of fashion show have been revival. What is the significance of fashion show this year? How important is the fashion show?

It is undeniable that the show is increasingly open to the public. But because of this, one of the realities outside the outfit is the Showroom boom behind the fashion week and the distance from the professional buyers to the show. Another fact is that compared with the immediacy of social media, the traditional fashion cycle has not changed. With a few exceptions, consumers still have to wait for at least 6 months before they can buy clothes in the show. So in terms of the effectiveness of desire, the desire of consumers to be packaged by fashion shows is more like a castle in the air. 6 months later, will anyone really care about buying these clothes? Maybe the fashion show only takes on the function of brand manufacturing media, or is it just a pure brand marketing strategy?

The top designers of luxury brands are deeply faced with this unprecedented choice and pressure. They must turn their attention away from their concern for clothes to too many things, especially social media. In this season's major fashion week, the concept of "social media shows" has almost become a brand consensus. Although half a month ago, Lavin's creative director, Alber Elbaz, announced his resignation. But when he left the last season's Lavin16 spring and summer fashion show, he still conscientiously took the show as a theater. When designing the series, he completely revolves around the concepts of Instagram and image making. We have no idea of the entanglement of Alber Elbaz, but his theme this season is "Manifesto". Maybe it can be seen as he tried to break through the difficulties faced by designers in the digital age. In fact, for a long time, Alber Elbaz has expressed some discomfort to the overall development direction of the industry. He once said, "we Designer It was a tailor who had dreams, intuition and feelings, and later we became "creative director", so we had to create, but most of them were guided. Now, we must become image makers. We need to make a splash to make sure that the pictures are great and the pictures must be amazing. Such confusion also appeared on another popular designer, Raf Simons. 6 days before Alber Elbaz released its resignation statement, Raf Simons announced its departure from Dior Dior. In the conversation with Fashion Critic Cathy Horyn a few days before he left Dior, he also talked about the fact that when 6 shows were made in one year, and three weeks in each series, fashion became props. Facing the changing fashion creative system and mass fashion consumption in the digital age, accepting or rejecting it is a problem.

Nevertheless, Alber Elbaz and Raf Simons have done their last fashion show in the brand with all their heart and soul. In addition, more and more brands are well versed in it. Givenchy (Givenchy)'s great show moves to New York fashion week, and for the first time distributes 1200 tickets for non professionals, so that the general public can also see the new Givenchy series for the first time. And Chanel often creates different shows in dramatic scenes of life. This season KarlLagerfeld chose the theme of the airport, just how smart and timely it was when the conflict of labor and capital in France Air France and the clothes of its senior executives were shriekled to the social media. What a smart and timely opportunity! And such a chaotic experience turned into a fantastic airport in The Grand Palace of Paris. For Karl, people immersed in this new party in the airport space he built, and whether the orientation of social media led him to the luxury of travel equipment and expensive accessories?

In the past twenty years, a fashion show has become an important means of brand marketing. From the fashion show created by John Galliano in the late 90s to the era of narrative romanticism, the fashion show has become a media content maker because of its visual power. Fashion show is also an important means to open up new markets. A landmark event is the 07 year in October 19th. The Fendi (Fendi) 08 spring and summer fashion show first came to the Great Wall. After that, Prada, Gucci, Louis Vuitton and so on were not far away from Paris and Milan. They came to the roots of the imperial city or the Whampoa river bank. This is a marketing strategy that China has been regarded as an important luxury consumer market. As for KarlLagerfeld, in order to spare no effort to protect and operate the advanced handicraft workshop, he has launched a global travel without cost at the M's tiers d 'Art show (Advanced handmade Fang Xiu) series in Chanel. From London to Shanghai, from Dallas to Dubai, from Salzburg to Seoul, it is said that the next season will be held in Cuba. Does this indicate the intention of the brand to enter the Latin American market?

There is no doubt that in the era of digital marketing, fashion show has become an excellent way to create media topics and hot topics because of its intensity of design information, the effect of vanity fair, and the drama of video spanmission. Next, the debate continues: what role does a designer play in the creative system of today's fashion industry? What kind of role does fashion show play in the modern digital world? Fashion Show How long can this form last?