Will Consumers Buy The Net Red Big Show Account?

According to the world clothing and shoe net, Dolce&Gabbana hosted the 2018 spring and summer show in Milan on Saturday. The most notable feature of the show is our new generation singer and actor Wang Junkai. He acted as the opening and closing model of the show, which means he is.

The next highly valued endorsement object.

Wang Junkai and Thailand's pop star, Mario Maurer, the star of Thailand who starred in "the first love affair", is the grandson of Tuki Marlon Barndo, the old film star Marlon Barndo; Pierce Brosnan's son Dylan Brosna, who has starred in a number of 007 themes.

The common theme behind these two stars and famous actors is that they have a strong fan appeal. In the draft Dolce&Gabbana sent to the media, they write every Instagram fans who are invited to the show.

Legs are not long, and whether they are good or not is not important. As long as they are popular, they can take the goods (the goods themselves are fashionable and not fashionable yet to speak). This is the marketing strategy of the Dolce&Gabbana Millennium launched for the Millennials.

People's high popularity, brands do not need to happen hard, but also achieve faster and better communication results.

Entertaining (part of) millennials, but do consumers of other ages buy this? Critic and brand, which side do you stand? For example, Wang Junkai, a red boy, has more than 2 tens of millions of fans. Before his show, Dolce&Gabbana also used a big name to ask Ming Xing's old routine to let Wang Junkai take over the brand official micro. Every micro-blog sent by his hand had more than 9000 pieces of message, more than 1.5k forwarding, and on Wang Junkai's micro-blog, micro-blog on this show was forwarded more than 210 thousand times, more than 60 thousand messages, more than 450 thousand messages.

For a while, the manuscript of "creating history" and "superstar" flew all over the Chinese network.

At the end of the show, Tim Blanks, the industry's authoritative Fashion Critic, wrote the following reviews for BoF. It is obvious that he Tucao is not just about the net red show, but also the disgust of every series in Dolce&Gabbana in recent years: "it looks like children's disguised play: teenage girls wear a dress of the Sicilian widow, boys wear 1950 baseball baseball shirts or fancy dress balls."

"Of course, I may be completely wrong.

The whole comic scene may make these fans of the show on Saturday go hot.

Perhaps they will follow their footsteps into their nearest Dolce&Gabbana store.

It's not just about the model, but the whole series is very dangerous.

This is not the first time the two designers have focused their attention on a specific concept, but they have been talking about it for some time.

It's time to say, "enough!"

The news of Tim Blanks's rebuke spread to one of the designer's Stefano Gabbana ears. He immediately sent out a Ins attack: "this article is stupid! I'm surprised that some people still don't understand that the younger generation is the future of fashion! I think @BoF can consider changing some authors."

So who do you think is more reasonable? Let's start with Tim Blanks.

Can fans view the public after 95?

In recent years, Dolce&Gabbana has invited the net to go to the show. Not long ago, AngelaBaby and Huang Xuan took the endorsement of Dior in China. Then, in January last year, Burberry invited Chinese star Wu Yifan to take the lead.

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Looking overseas, the network Red Detachment headed by the Kardashian family has never been absent from the fashion week. Among them, the image of Kendall Jenner, which is surging in popularity, has won numerous famous endorsements. On the Vimeo, Cameron Dallas, a self-made short video, has also endorsed Calvin Klein, pushing its personal brand into the forefront of the 30 year old income list.

The fans economy is not unique to China. It is common in any country.

It is the level of global luxury consumption that has changed dramatically. Fashion brands / luxury brands pay more and more attention to the marketing of social media. Nowadays, the dependence on social networks has made it very simple for 90-95 fans to become fans. When you click your fingers, you can always track what your follow idol has eaten, what you wear and what you wear, or even a corner of a certain brand of cosmetics that you are not aware of in the room. As long as the popularity is enough, you can get attention and sell goods in less minutes, and work together to create a new song and new play for micro-blog. Such a big trend is in the final analysis.

Like fans, the threshold of idols is getting lower and lower.

Take the first two days of sina's "talk about actors and directors" forum, with directors such as Feng Xiaogang and Lu Chuan, the directors of the Chinese film and television circles "have the traffic is king", and the idol and professional actors are divided.

Criticized some of the "small meat" actor poor performance, abuse of doubles, or even "cutout performance", but still rely on the face of excessive cosmetic surgery crazy brain powder.

These small meat is called "flow star". Even the old opera bones are helpless for this abnormal phenomenon.

In a flash, any Chinese opera eliminated old people, middle-aged people, and all unattractive people. It turned into a group of children who were very beautiful and very special. They were doctors, lawyers and policemen.

Lu Chuan (quoted above from our good friend, the Bund media)

It's a bit far away. Let's talk about the brand. At the end of 2016, the first finance and economics joint Tencent jointly issued a consumer survey report on 95 points, which pointed out that advertising in social media is a hot spot to attract them. (it is not difficult to understand why Dior sold on WeChat on the seventh day of last year), and for most of the money spent on chasing stars, it was recognized by most of the 95 speakers. It was willing to understand the brand of idols, even to buy the same amount, more than 20% of 95 after buying luxury goods.

They believe that saving money to buy a luxury product is a driving force for their own money. Gucci, Chanel, which are highly talked about in recent years, are the first choice for them to buy.

This report also mentions a phenomenon: "take Tmall fans Carnival around us as an example. From the average purchasing power, fans are about 30% higher than non fans, and from the conversion rate of brand online marketing activities, fans are 5 times more than non fans."

Of course, we should all know that these data only represent the views of the public. I know quite a lot about the advertisement of WeChat's circle of friends, and I am not interested in the 95 celebrities who are not interested in acting.

In the short term, the big card represented by Dolce&Gabbana is to cater to the tastes of young people (even the Alta Moda of the senior women's wear line has led Chen Xuedong to show off.) the repmission of the red net has also expanded the influence of the brand. But she also wants to say: don't forget that the real fashion lovers will not love the brand deeply because a social networking star wears the same money or goes to the show, which has nothing to do with the distinction between age and quality, the level of vision and the interest of life.

But in this digital age, the fans economy will continue. We expect more quality, image and positive idols.

More interesting reports, please pay attention to the world clothing shoes and hats net.