Cross Border Joint Fashion Show Fan Festival... What Creative Marketing Has Been Done By Clothing Brands?

From director Peter Chan's apple advertisement, "three minutes", to the series of long graphic advertisement "that night" made by GQ for BMW MINI, and the combination of museums and vibrato, the first conference on cultural relics and drama H5 was launched. During the world cup, Vatti signed and advertised "the French team won the championship, and Vatti returned the full amount". More and more interesting advertisements became the case of the brush screen class, and the branding merchants paid more attention to advertising marketing.

For clothing brands, marketing activities are equally important because the good marketing activities can not only enhance brand image, but also enhance customer stickiness, thus promoting sales growth.

As a result, marketing activities such as flash, cross border joint name, event sponsorship, fan meeting and so on are becoming more and more common.

Cross border joint name: strong alliance with popular IP

Representative brands: Lining, UNIQLO

Referring to Lining, many people will think of this year's early February when Lining brand debuted after New York fashion week.

As the first domestic sports brand to show itself at the international stage, the appearance of China's Lining quickly cleaned up the major network platforms and set off the "hot tide of the country".

Following the New York fashion week, Lining brought the brand-new products of "Mickey 90th anniversary retro series" to the public view, and in marketing hand in hand the independent retro Elvis radio, forming the national tide CP, once again aroused heated debate.

Similarly, in the cross-border marketing, there is also the color of UNIQLO.

By the end of March this year,

The first collaboration series is called "the most fashionable" baby clothing in the history of UNIQLO.

Thanks to Piggy's high-profile and vibrant "social people" hotspots, UNIQLO quickly received over 500 comments after sending micro-blog, which has increased sharply compared with the usual number of comments.

Before that, UNIQLO has announced 6 joint series including Uniqio U series, Ines cooperation series, MARIMEKKO cooperation series, JW Anderson and so on.

Not just Lining, UNIQLO, etc.

Brand names, brands and celebrities, brands and IP, brand and brand cross boundary joint names, often produce unexpected marketing results.

Full channel marketing: online and offline integrated communication

Representative brand: Semir

Thanks to the strong topic and the sharp eye effect, the establishment of flash shop has become a trend of fashion brands. Various kinds of flash shops are emerging, such as Adidas giant shoe box, UNIQLO magic cube house, H&M coastal container, Staccato's "the world's darkest shoe shop", and Korean dresses space capsule.

In April 13th this year, Semir set up a flash shop in the Dragon dream shopping mall in Zhongshan Park, which is a new product of the "quality products live house". It shows the new products of cotton and hemp, and invited the "national stylist Jiangnan Boy Nam" to share the philosophy of cotton and hemp, and the live broadcast of many net stars, attracting a large number of consumers to shop and visit the consumption.

With the rise of the Z generation, the short video products such as jitter and B stations have become one of the main channels of information dissemination. They have also become a major way for the brand to "capture" young people. Even luxury luxury Chanel and Dior are starting to sell on vibrato.

For the Z generation's favorite vibrato, Semir has also launched a different marketing campaign. On May 26-27, the Semir brand launched its "single hand TEE free" activities for the 130 key stores in the country, including the Wujiaochang Wanda Plaza, the Ji'nan Wei Jia Zhuang Wanda Plaza, the Zhengzhou beauty spot Vanke Plaza, the Xi'an Daming Palace Wanda Plaza and some other shopping center stores and offline more than 100 key image stores. In addition, the Semir brand has set up a "TEE zone" in 20 stores nationwide, effectively integrating online hot spots with offline marketing, and it can be described as "full of TEE".

Less than half a month, the number of points is 200 thousand +, the exposure is 6 million +.

It is noteworthy that Semir will also join the independent brand designer C.J.YAO of China in the 2019 spring summer New York fashion week.

Combined with the door to go abroad, to the world.

Fans marketing: brand image endorsement and super fans Festival

Representative brands: Yessing, Semir

Micro-blog and Nielsen jointly released the 2018 "micro-blog marketing brand influence white paper" research data show that, because of the huge fans group of stars KOL tremendous influence, star and KOL participate in marketing activities in brand preference, pre purchase and recommendation of the ascension effect is obvious.

Because of this, the flow star became the brand spokesman, and the clothing brand is no exception.

However, after the fan marketing,

Brands have their own characteristics.

In August 8th, NetEase officially released the new light sports clothing brand Yessing, announced that it was the new generation idol Zhang Yishan, Chen Li nun and Tan Songyun as spokesmen of brand image, and launched an advertising short film with the trend. The actor Zhang Yishan was wearing Yessing's new product this season, escaping from sports through fitness training and fighting, and passing on to young people the idea of "hard to keep fit and need to exercise at any time".

It is also the marketing of fans, and Semir's play is more diversified.

From Lee Min Ho's "love of time", Lee Min Ho's "warm heart" to Kim Su Hyon's "meeting Zhengzhou", Ouyang Nana "one day store manager" and then to super fans Festival, Semir has been exploring and innovating marketing activities to depict more accurate audience portrait.

It is reported that in the 2017 Semir Super Fans Festival, the cumulative live broadcast 55 million 770 thousand times, the total amount of interaction 31 million 110 thousand times, directly promoting the explosive growth of performance.