Unveiling The Strategy Of "Fashion Partner": The Story Behind The Debut Of Semir Fashion Week In New York

In the past fashion week in New York,

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As one of the most famous clothing brands in China,

In the eyes of many local consumers, the word "internationalization" seems to be very remote. This show in New York fashion week is an important step for Semir to change its image, complete its brand upgrading, and show its new look to consumers and the whole world.

With the popularization and rapid development of the Internet, the living environment of young people has been different from those of their predecessors, and the young generation has brewed different cultures.

Transmitting these special cultures created by themselves to the world and conveying them to mainstream groups has become an urgent need for many young consumers.

It is this demand that gave birth to the theme of Semir's fashion show: China's YOUNG in New York.

Grew up in Shanghai and graduated from Saint Martin.

Since the establishment of the brand, it has won various awards and awards in many international fashion week. C.J.YAO, who grew up in the cross-cultural atmosphere of Chinese and Western cultures, has always used her own dress language to express the new aesthetic and life attitude in modern life. In the simple outline of C.J.YAO's design, she often incorporates many interesting details of local culture.

In the eyes of C.J.YAO, Chinese young people are full of personality. They refuse to be similar, love innovation, full of adventure spirit, have an open international vision, and have strong national feelings, eager to voice their culture.

Above: C.J.YAO

This view of C.J.YAO is very consistent with the information obtained by Semir's "special fashion observer" in the survey of young consumers.

The two sides chime in with each other, hoping to use this cooperation to pass the unique culture of Chinese young people to the whole world through the window of New York fashion week.

The clothing displayed in "China YOUNG in New York" has incorporated a large number of Chinese young people's distinctive culture, of which the most obvious is Chinglish (Chinese English).

Chinglish (Chinglish) has been a satirical phrase in the past. But in the eyes of Semir and C.J.YAO, with the changing times, its significance has changed. It has become a unique language and culture unique to the new generation of young people in China. It is a symbol of the spirit of China's younger generation.

Because of this, C.J.YAO in the show design, through the way of text printing, a large number of these Chinglish, such as

Paper Tiger (paper tiger) and so on, combined with her symbolic color patches and bold colors, highlights the young generation's casual dressing habits and uninhibited attitude towards life, breaking the boundaries of sex, age and occasion, bringing an unconventional "Chinese style" to the show.

In this series, Semir is also integrated.

The printing and accessories, as well as the silver and other light sensitive material fabrics, combined with the wide profile and conjoined clothes, reflect the young people's self creation and new sense of the times for the local culture under the impact of various cultures in contemporary China.

In this show, C.J.YAO and Semir also chose.

As material.

This non-woven fabric is not only light and tough, but also non-toxic, non irritating and non corrosive. It is easy to handle after use. The product of complete combustion is carbon dioxide and water.

This choice also reflects the importance that Semir has always attached to corporate social responsibility.

The models on the stage have attracted attention, and the guests on the stage have not been able to make much difference.

Semir's fashion partner Ouyang Nana's elder sister, Taiwan actor Ouyang Nini appeared at the show.

Above: Ouyang Nini

The stage is dazzling, and the backstage of the show is also starry.

Semir invited the director of the Giorgio Armani, Alberta Ferretti and other international big show show Amy Chan Y.W. as the show guide of the fashion week in New York. Xu Han, the famous stylist, was responsible for the modeling of the show; the founder of the Shanghai storm Music Festival, the famous DJ Lise Olsen she was responsible for the show music, and selected the most able to express the attitude of contemporary Chinese young people for later stage Remix.

In addition, Semir has displayed a large number of advertisements in New York Times Square to show the determination of Chinese brands to the world.

In fact, this is not the first time Semir has gone abroad.

As early as in 2017, they had worked with the STAR WARS series, taking the Star Wars "force" as the core elements, and launched the Semir X GreenCode STAR WARS COLLECTION in London Fashion week.

In August this year, they opened the first overseas store in the Park Shopping Center of Riyadh, Saudi Arabia, and planned to open two additional stores in Saudi Arabia in 2018.

Fashion partner

In the past few years, Semir brand has gradually realized that in mainstream young people, Semir and other domestic casual wear brands are becoming the past tense in their lives.

"Cost performance", "younger age" and "student party" are consumers' traditional impression of Semir.

How to turn Semir's cheap traditional image, build stronger brand appeal and occupy the shopping mall of young users has become Semir's most pondered problem.

And Semir's response strategy is its brand upgrading strategy, "fashion partner". This battle for fashion week in New York is part of the strategy. C.J.YAO is also one of Semir's fashion partners.

Fashion partners plan to launch in 2016, cooperate with Semir's carefully selected "fashion partners" to promote and promote Semir brand products, create a new brand image and achieve brand upgrading.

In the process of marketing and sales, Semir brand acts as the "operator" role of star partners, providing product development and production supply chain support for fashion partners, organizing product marketing activities, sales operations and distribution.

Fashion partners become the "shareholders" of brands, participate in the preliminary design, product planning and development of personal clothing lines, participate in product promotion activities, provide promotional resources and interact with consumers.

The two sides create content to attract consumers and achieve the goal of Semir, partners and platforms.

Since the launch in September 2016 to the year August 2017, Semir's fashion partners plan to cooperate with Tmall Juhuasuan in 8 marketing activities, helping sales of Semir official flagship store exceed 160 million yuan, of which 68% of new customers are sold, and 3 million 300 thousand new stores are being pulled up.

Micro-blog's topic group has read more than 128 million times and discussed more than 1 million 500 thousand.

Although it seems that there is not much difference from the traditional strategy of celebrity endorser, behind the "fashion partner" plan, there are actually three characteristics for young consumers: a unique "fashion partner"; a comprehensive multi-channel marketing strategy and a targeted exploration of young consumer groups.

Unique partner

In building a brand image, endorser is a crucial part.

The spokesmen of traditional fashion and luxury brands always prefer stars from the film and music industry, such as television and magazines as main advertising channels.

But in the Internet age, many of the groups who have been away from the mainstream have gained their own platform.

Whether it's geek, designer or two blogger, it can rely on the Internet to build up its fans.

Compared with the traditional stars, these new "net red" is more close to the life of young people, and it is easy to arouse the sympathy of young consumers.

At the same time, their fans are also younger, which is highly consistent with Semir's target customers.

Therefore, cooperation with them also enables Semir to establish contacts with young consumers and create a brand image.

This also determines that there is a big difference between the "fashion partner" candidate and the traditional star.

The first fashion partner of Semir was Ouyang, Nana, a 00 cello player who had successfully held four concerts for "Only&Nana-2012 Ouyang and Nana cello recital" in Taiwan in 2012, and became the youngest performer in Taiwan's "National Concert Hall".

Other fashion partners, such as fashion bloggers, stylist Jiangnan BoyNam, and virtual idol Luotian Yi, are also different from the traditional fashion industry's frequent celebrity endorser, more inclined to network culture and young consumers.

Above: Ouyang Nana

Comprehensive multi-channel marketing

Another important feature of fashion partners is the multi-channel marketing mode: marketing through live broadcasting platforms, online business platform, social media and other channels, so that the coverage of the promotion is wider, the consumers reach a larger scope, and the online and offline store network of Semir is realized, thus realizing the offline experience of Online shopping closed loop.

Although fashion and luxury goods industry has gradually begun to realize the importance of social media in marketing, social media is not a simple concept. There are differences between different social media.

Compared with micro-blog and Facebook, which have more than 10 years of history, the influence of live broadcasting platforms in recent years is increasing.

Because of this, one of the marketing priorities of fashion partners is to enhance real-time interaction with fans and consumers through emerging Internet channels such as live streaming and short video.

Whether it is the four series of fantasy Rhapsody, which is launched with the first fashion partner Ouyang and Nana, the short video program "Jiangnan Wardrobe", which was launched in cooperation with Jiangnan BoyNam, is also a super fans festival held last year. It focuses on direct interaction with consumers through live broadcast, so that consumers can experience the changes of Semir brand in person.

The effect of this strategy is very obvious. Ouyang Nana's "fantasy Rhapsody" series has received more than 300 thousand people's live broadcast, with more than 5 million points and more than 30 thousand comments.

In the four days when Semir's official flagship store combined with Juhuasuan, the daily number of people entering the store exceeded 1 million, leading to over 24 million 100 thousand yuan of sales in the whole store.

Exploring new consumer groups

If Ouyang, Nana and Jiangnan BoyNam are still with the shadow of the traditional celebrity spokesperson, another fashion partner of Semir, Luo Tianyi, represents Semir's efforts to expand the direction of the development of new young consumer groups.

Luotianyi is not a real person, but a "virtual Idol".

She owns voice library based on speech synthesis engine, and users can make synthetic songs by entering notes and lyrics, and complete the production of music by loading the accompaniment data.

Luo Tianyi has boarded the new year's Party of Jiangsu satellite TV and Hunan satellite TV, and held its own concert in 2017.

Semir launched Luotian Union's AR music sweater, the clothes as the carrier of music records, users through the AR scan can listen to Luotian according to Semir's single "fundisco".

The bottom of Luo Tian Yi represents the rise of two sub cultures in the life of Z generation.

For these young people who are keen on two dimensions, the influence of virtual idols is no less than that of real life stars.

Compared with the traditional live idol, Luo Tianyi's music is mostly made by her fans. This kind of participation in the process of "creating idols" makes her related contents more spontaneous and more appealing when spreading and promoting.

The two dimension and other sub cultures have certain needs in gaining the approval of the mainstream population.

Semir, as a mainstream clothing group with a high reputation in China, actively contacts two sub cultures. It is also a very effective way to attract young consumers and enhance their goodwill and recognition to Semir brand.

Above: Luotian union AR music sweater

Under the combination of these three characteristics, Semir has got rid of the traditional brand output. The mode of consumer acceptance will enable young consumers to participate in the brand image building through deeper participation. Together with Semir, they can create content and promote content, in a sense, become the "master" of the brand.

With the increasingly flourishing content and the high homogeneity of traditional marketing mode, it is more independent, more standardized, anti traditional brand building and marketing strategy more easily attracting consumers' attention.

The fashion partner program, Semir's most powerful content incubator, promotes the brand's influence and image in the consumer community through attracting new consumers in a variety of new channels.

About Semir

Founded in 1996, Semir covers nineteen major categories, including T-shirts, sweaters, jackets, shirts, windbreaker, vest, cowboy, skirt, underwear, leisure bag and so on. Consumers are targeting the fashionable young people who are 16-30 years old.

At present, the brand is sold in 4420 stores in 31 provinces, municipalities and districts in the country.