How Does Miu Miu Represent The Abstract Concept Of Youth?

about Luxury goods In terms of licensing, how to become younger is becoming a major challenge. How should we express the abstract concept of youth?

In many people's minds, Miu Miu is already young. brand 。 Indeed, it was founded in 1993. Miu Miu It is quite young compared with many long history luxury brands. Miu Miu, which belongs to Italy Prada group, is a sister brand of Prada under the group. Its group also has Church, s, Car Shoe and Milan top cake brand Marchesi. Under the reference of mature intellectual Prada, the young line of Miu Miu is very clear. The way of collocation, bright colors and exaggerated printing are the iconic style of the brand.

However, consumers' perception of luxury brands is no longer just an entry to design language. With the increasing updating of communication technology, consumers are beginning to have more channels to understand brands. Technology has narrowed the distance between luxury brands and consumers. Luxury brands are no longer out of reach. They become more touchable, responsive and responsive to consumers' needs. Therefore, when the whole luxury market is advocating the purchasing power of young people, the concept of youth has been added to more dimensions, and consumers have put forward the latest demand for luxury brands, that is, not only to make them look young, but also to provide young experience with the brand, and young people to become a way of life.

While many luxury brands are undergoing a global transformation, the initial target consumer group itself has a natural advantage over the relatively young Miu Miu. However, in the past few years, under the impact of the massive brand initiatives, Miu Miu appears to be more conservative and silent, and consumers are demanding more and more. The experience provided by the brand for young consumers is "not enough".

So for Miu Miu, apart from being young in design language, is there any way to resonate with young consumers? Or how to make the brand look younger? This is the biggest problem.

It may be able to rebuild the aesthetic system like Gucci, use the psychological symbol of young consumers to strengthen the brand symbol of Miu Miu. Maybe it can also try Maria Grazia Chiuri's innovation initiatives in Dior, so that brands can join in the discussion of feminism and other social issues, and expand the brand voice. But Miu Miu, a creative director under the guidance of Miuccia Prada, is also young enough to design and overturn the aesthetic system.

Miu Miu's choice in China is social media.

For a more traditional family business in Italy and a relatively conservative European market, choosing social media still means a big step. As more and more luxury brands realize the importance of digitalization, social media has become a routine business of brand PR communication instead of being an innovation. But how to make good use of social media, luxury brands are still exploring.

Since the beginning of this year, Miu Miu has been making great efforts in social media. First launched in WeChat, Miu Miu's new year's spring e-card, compared with other luxury brands to the media such as the Spring Festival to the specific crowd sent to the brand customized red packets, Miu Miu e-cards targeted at a wider audience. Greeting card design style into the chicken image, and the pink background reflects the Miu Miu style. Compared with many luxury Chinese limited products that make Chinese consumers laugh and cry, it is hard to balance Chinese characteristics and brand characteristics.

Although e-cards are not difficult to display in technology and design, the cost is not high, but in the hot spring time, the popularity of greeting cards has gained considerable traffic for brands. This online promotion is an excellent case with low cost and large scale communication effect. The brand knows well that in the age of social media, the rule of propagation is a lever, which can assist the brand to achieve twice the result with half the effort at a small cost.

After the issuance of e-cards, Miu Miu's Baidu index soared to 2137 of the brand's highest level after 2015 in the Spring Festival of February 9th, and e-card is only the pretext of strengthening social media after Miu Miu.

WeChat has become an important stronghold for Miu Miu social media promotion. The latest data from L2, a luxury Digital Research Institute, shows that 92% of luxury brands have opened WeChat accounts, and their data has increased by 87% over 2014. Now, WeChat, which has 900 million active users, has become the fastest growing and most efficient social media platform in China. More and more people have taken a look at the penetration properties of WeChat, because WeChat can provide users with a series of lifestyles, and users can engage in social activities, payment, shopping, games and many other activities. The potential of friends circles and small programs has not yet been fully developed. The recently launched WeChat laboratory also embodies its ambition in search. For luxury brands, WeChat has undoubtedly provided a new growth point in the global luxury retail environment.

After the e-card, Miu Miu put on advertisements in spring and summer advertisements in the circle of friends in March this year. The effect of this promotion is almost immediate, and advertising is directly draining 40 thousand fans for the brand WeChat account. In March 7th, Miu Miu made the first WeChat revision by taking advantage of the 2017 autumn and winter fashion show. According to the third party data monitoring agency, the number of WeChat articles in the autumn and winter women's wear show increased by 115% compared with the articles published in the past. The average reading volume of the WeChat public number has increased by 89% over the average reading volume in the past.

First put in a circle of friends, followed by the revision of the public number, the communication chain to achieve the maximum effect of communication in a short time. If the circle of friends is put on the offensive, correcting the public number is defending the defense. Compared with the fact that most luxury brands can not get breakthrough in the public test, Miu Miu's circle of friends has immediately reversed the situation, so that the brand has taken the initiative and revitalize the social chain formed by social media audiences, media platforms and brands. WeChat founder Zhang Xiaolong also said that 20% of users choose content from subscription numbers, and 80% of users read them in their friends' circle.

Fans and platforms are available. What do we do next? Content production.

The purpose of content production is to improve the interaction between brand and consumers. Emoji expression swept the globe is a typical manifestation of the symbol worship of young people nowadays. For young people, language is too poor. They create new languages every day. The different combinations of Emoji expressions are in content production. In the following online activities, Miu Miu has launched the original expression pack with the help of Emoji, making Miu Miu a part of this new language, trying to form a subtle interaction with young consumers. The MIUlady handbag in the facial expression package is also an imperceptibly intensified consumer impression.

Miu Miu implements content production by launching #whoisMIUlady time limited website, which encourages users to share their friends in the H5 interface with original pictures and original Emoji, so that consumers can have strong ties with brands, which not only increases brand exposure, but also stimulates consumers' social attributes.

At the end of May, Miu Miu continued to launch its essay solicitation campaign, and solicited consumers' opinions on MIUlady in Sina micro-blog. "If MIUlady is a girl, what do you think she looks like?" for the brand, rather than the brand stereotype of MIUlady, let the public express their opinions and shape the brand. According to statistics, #whoisMIUlady# and MIUlady# have discussed more than 30 thousand discussions and 50 million reading on micro-blog. This collective content production makes it easy to imagine that Gucci, Gucci, is calling on young artists to create collective content by means of frequent topic creation.

Some commentaries have pointed out that content production is not complicated and even simpler. The lower the threshold, the more likely it is to attract people's participation. MIUlady promotion activities can complete content production with a self timer plus facial stickers. The effect is actually better, and the key is scale.

All communication will eventually go back to the product. Miu Miu's actions in social media will ultimately be linked to products, which will drain consumers to Miu Miu shops. MIUlady handbags, which have been vigorously promoted this year, are located at the end of the chain of communication. As expected, this handbag has become a popular fashion nowadays. It is worth noting that this MIUlady was launched in the spring and summer of 2015, and this year the handbag has gained more attention by adjusting its color and details.

It is worth noting that for the first time, the brand also invited Tang Yan, Di Ali Gerba, Gu Li Na Zai and other new generation women to interpret this handbag and published their views on MIUlady. In the #whoisMIUlady# time limited website, the Miu Miu circle of friends was designed, and it is said that this friend circle will also add new functions in July 1st.

As early as March this year, Miu Miu Beach Club held in Beijing, Beach Club party also invited new generation artists including Yang Mi and Chun Xia. Inviting the new generation of entertainers has become the choice of more and more luxury brands. Miu Miu's domestic move this year can also be seen as a global star strategy for social media stars who follow Gigi's Hadid, Bella Hadid, Emily Ratajkowski and other social media stars in Paris.

People have to admit that product design is one aspect, and different communication strategies and product packaging can indeed exert an insignificant influence on the fate of the product. Whether we can infiltrate the experience of young people into every communication link, and how much energy we invest in the social media as a way of life for young people, determines the future potential of the brand.

According to the world clothing and shoe net, after Gucci, relying on product and digital strategy, Prada and Miu Miu will be the most potential luxury brands. Since last year, Prada and Miu Miu have obviously improved. As the main market of the group, the popularity of regional sales began to rise from the third quarter of last year, and continued to grow in the fourth quarter. Earnings forecast for the first half of fiscal year 2017 will be further narrowed to 2% in the same store sales, and will grow by 3% in the second half of the year.

In addition, the official website of Prada and Miu Miu also plans to launch a new version in the summer to improve the user experience. Prada group CEO Patrizio Bertelli emphasizes that the group focuses on digital transformation aimed at integrating online and offline sales channels and transforming the brand's social media value into brand sales to stimulate growth.

So for luxury brands, how should we express the abstract concept of youth? The answer to this question is becoming clearer now. The concept of youth tends to be stereoscopic. Brand must be reflected from online to offline, from communication mode to product design, and the role of social media can not be ignored. However, the potential of Miu Miu in social media has not yet been fully explored. As more and more luxury brands are beginning to work cautiously in digital marketing, Miu Miu may need more differentiated social strategies.

The biggest worry of luxury brands nowadays is that they are not young enough. The unexpected changes have taken place in the crowd who control luxury and fashion. The millennial generation is gradually becoming the main force of new fashion consumption. If luxury brands ignore the existence of this crowd, it will be hard to arouse the attention of the crowd in the future, and then miss the market or even the brand is marginalized. Young people's preferences are becoming more and more difficult. Especially the young consumer groups in China are more happy and old, and their brand loyalty has been greatly reduced. It is easy to get tired of the promotion methods of social media and do not want to listen to luxury brands again. Industry rhythm is becoming faster and faster, luxury brands are always competing for the freshness of young people.

But no matter how the industry environment changes, the essence of social media has always been the intensive cultivation of consumer demand.

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