Fashion Is No Longer The Sole Carnival Of Fashion Brands.

According to the world clothing and shoe net, in the era of entertainment generalization,

pboundary

Just to find some common topics with light consumers.

It seems that fashion is suddenly becoming an industry craze. It is no longer the carnival of fashion brands.

KFC wants to use a value of 20 thousand dollars, but it can only see the stone burgers that can not be eaten to catch more consumers' eyes. Recently, Kentucky Fried Chicken theme released on its online shop Kfclimited.com

And other limited products have exploded in social media.

These are not very popular with KFC's own products, including Colonel Sanders, T-Shirts, jewelry, scarves, badges, even pillows, and of course, the most expensive model of spicy chicken drumsticks made of 400 years' meteorite, priced at $20 thousand.

The key is that these interesting and fashionable fashion peripherals have been sold out just now, and the world's only meteorite burger model has long been taken home by a fanatical fan.

In this year of fashion, it seems that fashion is suddenly becoming an industry craze. It is no longer a carnival of fashion brands.

Catch young people in fashion

Fashion has always been the home of young people, because fashion often represents publicity, personality and keeping up with the times. The brand is very understanding. It is very important for the young people to catch the hearts of young people and publicize individuality in a high profile. Cross border fashion is a relatively easy and accessible strategy for young people who are close to personality.

CBNData and Taobao IFashion released the "2017 online fashion consumption trend report" data show that the rapid growth of youth forces in the fashion industry, the new consumption force is very prominent. In the 2016 fashion industry new consumption, the age of 22 years old "new consumption accounts for" is significantly higher than the non added part, of which 18~20 years old group in the new population accounted for the proportion of the non new population in the same age 3 times.

At the same time, the amount of fashionable consumption of young consumers is also rising. Young people's desire for fashion makes the temptation of cross-border fashion to brand never as big as it is today.

In this year's Hongkong fashion week, Ford has exhibited a series of sustainable fashion designs. 10 new designers from all over the world are invited to participate in the exhibition.

They make use of the sustainable seat fabric on Ford vehicles to create a series of fashionable fashion items with their own characteristics.

This way of opening the brain hole has made Ford's sustainable seat material impressive to consumers.

Not only the traditional industry is keen on fashion, but also the Internet brands are coming to join in the fun.

Throw away the simple and rough money subsidy war, and micro credit wants to curry favor with young people in another way.

Recently, in order to meet WeChat's cash free day, WeChat payment team produced a special gift, "money" flavor.

As long as you talk about the story of your money with the "WeChat pie" public number, the top 10 of the story will get a free "money" flavor.

WeChat, as the "national software", has built up its own constitution, and this time it launched the "money" flavor perfume. It is also a surprise to all the officials. The Internet calls for a little bit of praise, so that I can smell the WeChat perfume of a special local tyrant.

Like Kentucky's $20 thousand meteorite hamburger, WeChat's money flavored perfume has also stepped on the consumer's hi point.

In the era of mass explosion, the key to impressing consumers is to buy "the thing is scarce and expensive". Buying a hamburger to send coupons is not unusual. Rewarding with WeChat payment is not so easy to excite. What really touches people is what is "unexpected".

But McDonald's, KFC, WeChat or IKEA didn't want to get into the fashion market.

They are just like the airlines that are trying to design good uniforms, or those auto companies who always like to find designers. They just regard fashion as a marketing tool.

There are many reasons why fashion is chosen.

On the one hand, the limited sale of fashion products is a small means of high cost performance; secondly, customers have a high degree of acceptance of fashion products, and because these brands often introduce brand T-shirts, sweaters, perfume and so on, they are also more likely to "kill all the old and young customers".

Data source: DDT consulted the "online fashion brand's foundation" research time: December 2016

The Research Institute, Yi Guan think tank, also pointed out: "in the era of entertainment generalization, as an Internet aborigine, post-90s are very sensitive to social fashion, star culture and popular culture.

If you can get 90 of them, you can enter the hot search list.

Fashion show in the whole industry

KFC is not the first time to launch its own fashion periphery, but the fashion routines always seem to let brands play a lot of games because they can often raise public opinion.

In order to celebrate the 30 anniversary of entering the Hongkong market, KFC has launched two fashionable nail polish ingredients, which are divided into two flavors: Original and Hot (Spicy & amp; spicy).

Not only is it beautiful, but it smells delicious.

This nail polish can also be eaten, and spicy red nail polish can really taste spicy.

Before the two nail polish was officially launched, KFC first launched a vote on Facebook, and the winning flavor would be on sale in Hongkong.

This new and interesting hunger marketing suddenly aroused the hearts of consumers: "dry this nail polish!", "why not cook chicken properly", "Orlean flavored lipstick"...

Netizens spontaneously contribute their own brain holes, while KFC has received very high attention and brand viral pmission in a public discussion.

This creative executive, Ogilvy's creative director, John Koay, said that this marketing mainly increased the excitement of KFC's market in Hongkong through interesting and interesting things.

To put it bluntly, KFC is to earn enough attention, and the crazy discussion of social networking proves that this wonderful crossing is successful.

{page_break}

Nail polish or T-shirt, no matter what kind of fashion surrounding it, the most important thing is not the fashion products themselves, but the combination of fashion products and brands.

KFC is clever enough to make a big fuss about nail polish. It turns the nail polish that can not be eaten into an edible spicy nail polish with brand attributes. It combines the two originally unrelated. It is not a kind of nail polish with KFC, but it is a KFC based nail polish. It produces a good effect instead of "KFC is a very fashionable brand".

Pizza Hut combined with Losangeles clothing brand Bella+Canvas has launched a series of pizza theme clothes and accessories to help people show their love for pizza.

One of them says "pizza is my life" (My Pizze My Life).

The products also include baseball caps full of pizza, sunglasses on pizzas and so on. Consumers call it "magic".

The old rival McDonald's was also not to be outdone. It chose to cooperate with Axin, the lead singer of the May day Orchestra, and his own fashion brand STAYREAL.

Interestingly, these T shirts will be packed in a large McDonald's lunch box, and then packed in a McDonald's paper bag to let customers "pack away".

Cross boundary marketing is the business cooperation of different industries, but generally there is a common foundation, either the user group is similar, or the brand has something in common.

The cooperation between McDonald's and STAYREAL is obviously not just to make fashion gimmicks, but rather to use STAYREAL's influence in young people to expand their consumer groups.

And the introduction of peripheral products has also brought some revenue growth to both brands.

It seems that the brand cross-border fashion is just to find some common topics with fashionable young consumers. Although in many fashion people's view, the professional standards of fashion products such as KFC and McDonald's brands are not so high that they can not become the real fashion of fashion industry, but this crossover itself is a gigantic gimmick and concern even if it is negative.

In the past, fashion week made the fashion brands go all the way. It seemed that they could enter the show stage of fashion week.

However, in recent years, fashion week is no longer a matter of fashion circles. Many non fashion brands are keen not only to launch fashion peripherals, but also to launch joint fashion fashions with fashion brands. They also put their eyes on a more challenging place, fashion show.

IKEA brought a fashion show for Milan fashion week.

This special show is quite noticeable: the male models hugged together and the large eyeball type covered with blood.

When the model lifted the lamp chimney and the pillows onto the T platform, IKEA once again refreshed the public's recognition of the brand.

In this fashion show called IKEA FASHION CREW, IKEA worked with Katie Eary and Martin Bergstr m m to launch the theme series of Giltig and Sv rich rtan two home accessories and clothing, and finally returned from fashion to its own brand products.

Starbucks Japan also held a fashion show, mainly to promote Starbucks's New Star Ice music drink.

The fashion show is actually the four models dressed in almond, yogurt, fruit, and cream. They walk on stage with the new ice cream new products and drink with smiles.

In this year's fashion week in Shanghai, all kinds of non fashion brands have entered the room: KFC has launched the "KFC fashion and big coffee show". Pizza hut has set up a "Pizza Hut Food Festival Tour" outside the exhibition hall to display the appearance of the bag as pizza.

"According to China's development, Pizza Hut feels that apart from sharing food, it also needs to share other things with consumers, such as fashion," said Gao Yao, chief executive of pizza hut in China.

Fashion and fashion elements are what we most like to pursue.

Pizza hut also wants to learn from it, hoping to give consumers more share.

Even Pepsi Cola, who can't get into the fashion week's door, is also unwilling to lag behind. With the fashion week's popularity, it has launched a fashion week limited tank with cool technological sense.

Data source: DDT consulted the "online fashion brand's foundation" research time: December 2016

All kinds of brands are attracted by the charm of fashion week, but they want to give consumers the impression of "cool" and "advanced".

Try every means to make carbonated drinks and fried chicken appear in the showroom and backstage, and strive to narrow the distance with the more high-end users.

In short, fashion week has become a new marketing position for non fashion brands.

Trend analysis expert Xiao Mingchao pointed out: "after 80 and 90, the fashion must be dazzling first, followed by more precise classical, honorable, colorful, small refreshing and other more accurate fashion elements. This shows that the symbolic fashion of flaunting the past is no longer attractive to young people. The fashion of young people is a fashion of self delight and a highly fragmented fashion of individual groups."

In this era of entertainment and integration, cross border fashion can bring more opportunities to more brands. As long as your fashionable attitude pokes a sensitive nerve of a group of young people, it is likely to become the next IKEA shopping bag.

Cross border road

In the final analysis, the brand is shining on the fashion industry. In essence, it is also a cross-border marketing, which is no longer a novelty in the marketing world.

Cross border marketing is like being in love, finding happiness for your partner.

Your crossover partners must match you. Good cars and good wine, Rolls-Royce and Beijing Erguotou are always "misplaced" in fashion. So fashion can not be followed by the fashion again. Otherwise, they will not earn fame but lose their fame forever.

In the past few days, a brand of ice cream has been working with an international luxury brand in cross-border fashion, and launched a joint venture of expensive ice cream, but this ice cream is not only packaged on the plain, but also tastes like ordinary ice cream.

Many times, the brand does not need to deliberately impose fashion on its own head. The way to catch young people is not just simply to launch fashionable peripheral products across borders, or to run a fashion show. The key is to deliver a fashionable and progressive young attitude in the long campaign of brand marketing.

Young people care more about what you say, what you do, and whether your values are consistent with them in the process.

Look at what the brands that are popular with young people say: Apple says "Think Different", Coca-Cola delivers "happiness and sharing" at any time, Nike encourages consumers to "Just Do It", and no brand is deliberately emphasizing its aim at young people or fashion, but they have successfully turned their brand concept into the real fashion of young people's hearts.

Playing fashion is also a routine. For brands that want to attract young people, what is more important is: you need to know what you sell, then find the part of young people's culture that is consistent with brand characteristics, penetrate the brand into the culture and life of young people, and provide products that conform to the aesthetic and usage habits of young people.

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