How Luxury Brands Are Moving In The Millennial Generation

I believe that people who are watching fashion closely know that the recent fashion week in Paris is almost always a fashionable headline.

However, another big show of each brand has also been unprecedentedly instilled in the "passive" indoctrination of the audience.

That's the great swimsuit show.

In the end, the millennial generation can't buy it.

However, young people should like to rush to this "paradise" atmosphere.

Compared with the annual underwear show, the swimsuit show is "young" because it was officially launched at the end of February 2015, the first swimsuit show.

In March 5th this year, the US radio CBS has started broadcasting the second swimsuit show in Beijing. At 11 o'clock this morning in Beijing, the Chinese version of the swimsuit show is also available.

Hot bathing suits, hot bodies and angel faces, cold weather, dynamic songs...

These routines are almost the same as those of underwear show.

But compared to the first session, this session has more exposure.

For tens of thousands of underwear, maybe only the mature middle class or even the rich class will consume, but the price of the swimsuit is relatively substantial. At the same time, the words "Sex", "Adventure", "Super Star" and "Paradise" appear in the trailer, which are more like calling the millennial generation.

What is very interesting is that the millennial generation is just right when they are in an independent consumption capacity. At the same time, for the millennial generation who has been in contact with the Internet from a young age, such a fresh, hot and fashionable consumption is obviously easy to mobilize their desire for brand consumption.

As a result, the "Wei Ming swimsuit show" has been launched a month earlier in this season's advertising campaign. It has leaked "information" to publicize the campaign and even spend a lot of money on the Caribbean island for a great shoot. Many heavyweight new generation of song players have been invited, which is also in line with the desire to capture the millennial consumption.

Now.

However, why do you say it is the choice of swimsuit or the choice of other product categories? For the purpose of the Vic brand, the underwear of its flagship is more of the older wealthy class, and what is closer to the sports category than the swimsuit, and the design and appearance of the bathing suit can also be more reminiscent of underwear than the swimsuit.

Plus, swimsuits are also more suitable.

The selling point, the conventional way, is totally not interested in fresh young people.

Therefore, this can also understand why Wei chose.

Choose the reason for the large exposure of the swimsuit show in the current environment.