Cowboy Impression: Tannin. Fashion. The Spirit Of Freedom. Sense Of Technology? Also, An Ideal Cat...

Although it is less than a month away from the annual Tmall double 11 global carnival, Tmall is still targeting the clothing category ahead of time. From October 15th to October 18th, it launched an exclusive Carnival of apparel category "Tmall cowboy Festival".

Why choose cowboy clothes like this? Why should we make such an advance?

There is a reasonable answer: it is now in autumn.

Yes, wear-resistant, dirty and cold resistant cowboy. It has always been ideal for autumn and winter.

And Tmall's consumption big data also show that every year in October, the demand for jeans clothing category will always see explosive growth.

Compared to the month after the celebration of the chopping hand, Tmall launched a carnival festival in front of the special needs of jeans. It is clearly also on another level, deeply responding to and satisfying the ideal life aspirations of brand businesses and consumers.

In a broader sense, this is, of course, the reason why Tmall decided to launch a carnival holiday for the subdivision of the clothing industry.

The ideal life comes from the ideal demand: why does Tmall dress create a subdivision carnival?

There is no doubt that consumer demand for clothing category changes are characterized by obvious temporal, seasonal or other similar clustering characteristics.

Today, Tmall has a very rich subdivision clothing category. Tmall Carnival day helps to integrate the sales attributes of these sub categories, and pick out the quality products in the subdivision clothing category that has the advantage over a certain period of time. It helps them get beyond the single brand's dilemma. In the form of multi brand aggregation, the product is gathered under the name of the carnival day of Tmall costume, and the clothing products exposed to a certain period of time are exposed, and recommended to the mass consumption market with a demand concentration, which finally attracts the concentrated consumption potential.

Since the first half of this year, Tmall costumes have launched activities for silk products, running shoes, clothing accessories, Chocker accessories, and other fine molecular categories. We have made the most popular marketing results by combining the daily consumption activities of various categories, including consumer groups, consumption habits and consumption characteristics.

Ideal life helps dream creation: Tmall cowboy Festival is different.

This is also true of Tmall jeans' Tmall cowboy festival featuring "cowboy super busy".

Born in the middle of the nineteenth Century, the cowboy, in a vast family of human costumes, is indeed a young man, but he is farthest, most publicized and most valuable in the way of popular culture.

Cowboy culture breaks the limitation of time and space, and crosses race, class, age and sex. In the cowboy culture, jeans are the doorway for all kinds of cloth, water washing, style and maintenance of the age, and the cowboy culture is the spirit of independence, uninhibited, courageous, heroic and free.

Therefore, the Tmall cowboy festival also focuses on four popular fashion culture factors, the most powerful and most caring partner, as the flagship brand of the carnival date, including Levis, LEE, GAP and Calvin Klein.

Accordingly, Tmall also invited special designers such as Su five, artist Lok Ng, hip-hop AHKEE and Sawada Issei, a Cowboy brand super enthusiast, to set up their cowboy cultural dream shop respectively, fully interpreting the cowboy tannin flavor and creating the most ideal free space for their cowboys and fashion.

For example, personality designer Su five, put their own cowboy dream shop into the original appearance of outdoor nature, he believed that cowboys, like nature, shaped the inclusiveness of each individual, and the process of getting along with each pair of jeans was the process of shaping each other.

For example, the cowboy dream shop of AHKE, the wall dancing cowboy coat, the black and white TV wall and the large LOGO background light, is filled with the old school style in the American street, echoing the hip-hop music with the most unique character, as if it is a miniature of the collision between the old and new cultures.

This tension is said to be the cowboy spirit that AHKE himself dreamed of.

Under the call of these KOL leaders, more interesting cowboys and more denim brands with tunability and connotation have joined the grand celebration.

stay

In the wave of events, people from all walks of life, such as public relations, real estate, brand marketing, foreign trade and so on, have come out to take pictures, take videos, and talk about themselves and cowboys.

The sentiment complex, or thought-provoking or touching, not only extends the audience of the whole Tmall cowboy greatly, but also greatly enriches the social value of the Tmall cowboy Festival from the connotation.

Similar to this impressive link planning, throughout the Tmall cowboy Carnival always, so that the whole Tmall cowboy Festival is different from other business platform common short-term marketing promotion, and formed a more meaningful and more memorable cultural content, to be fully precipitated.

At the moment, with the "noble culture aesthetic", "quality consumption added value", "fans interaction", "social interaction" and other factors, the importance of purchasing behavior decision process is becoming more and more prominent. "Tmall cowboy Festival" such super busy, super differentiation is also a super class dress Carnival day, of course, more easily welcomed, and of course, it is more likely to achieve Tmall clothing want to more accurately create subdivision consumer demand.

"Ideal life" accelerates wisdom and fashion.

As Tmall and the world's top Trend Research Institute in August this year, PROMOSTYL and Sina micro-blog jointly released the "2017 Tmall autumn winter trend report", apart from popular culture, high-end smart technology elements are also profoundly changing the trend of global fashion.

This time, besides the online content, Tmall cowboy festival also opened the world's first intelligent flash shop of cowboy theme in Hangzhou Yintai.

This section is divided into interactive experience area, intelligent shopping guide area and sharing exchange area. The process includes five application scenarios: "drainage, shopping, selection, trial fitting and settlement", which opens up online and offline pactions, and applies a lot of chopped hands.

: somatosensory interactive windows, mobile phone cross screen games, virtual cloud shelving, interactive cloud storage, self help query cloud storage rack, RFID fitting, AR test makeup, smart vending machine......

In short, cowboy's ancient flavor has a strong sense of future technology.

For example,

When entering the store, based on big data and artificial intelligence, this cowboy smart flash shop displays jeans and costumes for consumers, which are consumers' favorite colors and styles.

When trying on cowboys, with the help of AR virtual fitting mirror, consumers can try their best in a few minutes, such as high waist, curling, holes, collage and so on.

Choose your favorite

After that, through Bluetooth and RFID technology, consumers can touch the smart display screen, confirm the relevant information displayed on the screen automatically, pay the payment directly under the scanning line, pick up the goods at the scene, or enjoy the direct distribution of stores to the home without having to queue up to pay the bill, not to test the arm strength.

At the same time, inside and outside the store, in the face of the new Tmall consumers who are watching or entering the store, all kinds of interactive game technology facilities are also teaching to convey the liberalism cowboy spirit which is both retro and avant garde, fashion taste and ground air.

Such smart flash line stores will also provide more powerful technology imagination for Tmall's Carnival festival for more subdivision.

In fact, the planning and landing of the entire Tmall cowboy Festival has a benchmark significance for Tmall subdivision operation and creating similar Carnival festivals.

It once again proved Tmall's commercial strength, Tmall's resource matrix value and Tmall's unique industry appeal, so as to show more attractive to more subdivision businesses, forming a combined radiation effect, and eventually become the ideal core position of domestic and foreign brand marketing.

From the practice of ideal demand to the creation of dream help, and to the acceleration of technology and fashion in the future, Tmall is striding across the road to an ideal life.