From Star To Net Red To KOL, In-Depth Analysis Of Prada And Gucci Brand Fashion Marketing!

The fashion of women stars is the normal form of entertainment. The lens is arranged and the airport is changed into a red carpet. The female star's concave shape can bring the goods to search for publicity. With the natural fashion, there are a lot of people who are exaggerated and brilliant. You see, Chao Angelababy has been searched by new models. Put it on, 168 of Angelababy will be 158.

Some people say that although baby looks like 200 kilograms and not very smart, it's so cute that the pink and puffy cotton candy is so cute. Baby also thinks he is cute, and he also advertised it by the way. Some people also criticized the "bread down" styling stem as long as someone had played it before, and baby, who had no temperature, could not please this time.

Only a star dares to wear it. Look at the ADI pants and the clover powder, which is wearing baby. If you're a carpet star, baby's hot search is not even as beautiful as the Red Net worn by your friend circle. Concave fashion people, depends on skill; fashion with goods, also depends on people. So today we are going to talk about fashion marketing, those who use "people" to bring goods.

Celebrities pick up the first generation handover stick for fashion marketing.

Fashion was originally defined by the circle of discourse with the right of fashion. "You think the clothes you wear are your own choice. You think your choice is outside the fashion industry, but in fact, it is not like this. The clothes you wear are actually the people in this room, chosen for you, just from this pile of toys." "The devil wears Prada"

Naturally, fashion has always maintained an ambiguous relationship, including several old luxury cards. But since the advent of luxury brands, for a long time, it has not been advertised for the sake of stabilizing its own brand. At that time, where did the appeal force get together? Hollywood. In 1930s, Adrian, the designer of MGM's costume, was so fond of the slanting long dress designed by Greta Gabo that fans wrote to Adrian and asked to buy them.

In 1932, Crawford wore the plaited sleeves of cicada gauze, which was designed by Adrien in the movie Lady Linton. At that time, Messi chain store immediately spun the "Layton skirt" and finally sold 500 thousand pieces.

In 1956, Grace Kelly married Prince Helen Ross of Monaco, and the wedding dress designed by Helen Ross was the most custom-made one in history.

In 1953, Givenchy was going to make a new film for miss Hepburn, "dragon and phoenix". Originally, he thought his service target was Hollywood superstar Katharine Hepburn, but I didn't expect Audrey Hepburn who was not yet famous. Originally, Givenchy did not wait to see this chick, leaving Hepburn aside to let her pick her own fancy. As a result, when I was at dinner, I was surprised to see Givenchy's elegant Hepburn in the new Givenchy studio.

"Dragon and Phoenix match" is this time, that is, Hepburn, with Givenchy, won the best costume design award of Oscar. Givenchy became more red. After that, Hepburn was like a sister. After that, they collaborated with "sweet girls", "breakfast of Tiffany", "riddle of mystery", and gave Hepburn Givenchy's first perfume "taboo", which is also the first time that the fashion industry has used a movie star's face to promote a perfume.

After the 1970s, a generation of designers, such as Giorgio Armani, Gianni Versace of Milan, Ralph Lauren and Calvin Klein of New York, broke the stalemate of fashionable luxury and no advertising. They sought the leading role of Janice De, Higginson, beauty, and Bokiy Shields, known as the "eighth wonders of the world" and so on.

But the means of bringing goods to the stars do not necessarily depend on film input and advertising. Just to dress up celebrities is the most effective means of advertising. In 1990, Armani captured Oscar's red carpet, which provided clothing support to many stars at that time, such as Jessica, Tandy, the best actor nominated Tom Curise, and so on. Oscar was called Armani award that year. After that, Armani's revenues skyrocketed, and its 1990~1993 turnover amounted to $442 million.

Left: Kim Basinge in his own design dress; right: Michel Pfeiffe in Armani sea sky blue dress. Fashion media WWD uses "pain and Ecstasy" to call two people's fashion taste. Later, when Madonna wore Gucci's blue blue satin blouse and black velvet waist tight trousers to attend the 1995 MTV awards ceremony, Gucci's turnover skyrocketed. In the same year, Princess Diana was photographed repeatedly in a public bag carrying a Dior handbag, which was later known as the classic "Princess" bag, which sold 100 thousand at the price of 1000 US dollars, and directly raised Dior's global turnover.

It can be seen that celebrities bring goods, which is driving brand awareness and driving brand performance. And to see the name of this celebrity is not only Uma Samangenprada's fame, but also Charlize Selobo's Vera Wang; the 36 year old Chanel, who has been effective for the past five years, has obvious stylistic features and is the best spokesperson for the brand. Tom Ford, who saves Gucci in distress and has a sexy fashion smell, is also synonymous with hedonism, just like Gucci.

In 1995, Umma Thurman appeared on the red carpet in Prada Lavender chiffon, and she won the best female nomination in that year. Fashion marketing is like this. Advertising implants on celebrities undoubtedly make the luxury products more realistic. People also like to watch stars, comment on their clothes and vote for fashion celebrities in magazines. But that was before. The distance and height of luxury goods wandering in celebrities soon became the chasm of the millennial generation. With the inclusive development of global cultural diversity, the competition of luxury brands is becoming more and more intense. Dior was recently launched in conjunction with the Nike century. Burberry has developed online hand tours for the promotion of the new down jacket series. Gucci has launched a new flash concept development line under the global experience.

Finally, the brand revenue is better, and it depends on the new buds of the times - Fashion bloggers. For example, BV turned red, that is, "steal the teacher", Dior saddle bag marketing learned to bomb the social media. When the cloud bag came out, net red and fashion bloggers became BV powder, and there was a special newbottaga account on INS to collect the beauty of bloggers and single products. At this time, it is OK to bring goods without superstars. A fashionable KOL is enough.

　 The second generation handover stick for fashion marketing is KOL.

The most popular fashion blogger in the world is Chiare Ferragni and Aimee Song, the most popular among the public. They represent the fashion of a kind of fashion blogger. Generally speaking, it's good to have beautiful photos. What about the rest? You know, take Vlog. When social networks invade life, in fact, small Fashion Pink people are more likely to grow grass on social platforms. In this form, under the cover of active screen action, there is no rigid compulsion in advertising, and secondly, it gives people pleasure in active consumption. Young people's aesthetic preferences are satisfied, and money naturally makes them happy. The fashion brands understand and agree with KOL on the major social platforms. Ganni has made a breakthrough in INS by excavating small bloggers, and Fashion TV Revolve is also popular with more and more people. In China, fashion brands also like to cooperate with KOL. In the past two years, Mr. Bao has advertised Fendi. Last year ribek became the fashion blogger who could influence fans' purchase.

They nibble up the budget that the luxury goods originally gave to the magazine advertisement, all without exception, the Chinese, eat this set. But as KOL gets more and more popular with luxury brands, they inevitably feel a sense of distance with their followers. So now, the third generation handover of fashion marketing is finally being answered by KOC. In a book, a friend, a circle of friends, you can see the figure of KOC, no ice cold sense of distance, just like the people around you, giving you "notes", giving you "open the box" and giving you "live". A copy of a "grass machine" on a book stimulates the heart you want to link.

Fashion marketing starts from stars, to fashion bloggers, and to today's KOC, not to mention that the brand is sinking and decreasing, but the essence is creating flow. Let's not say that fashion marketing doesn't let go of this "point" traffic. Before luxury goods were high, it was because luxury goods were based on "people" before. The tailored style was especially noble, not ordinary people could buy everyday. But today, the most luxurious "luxury" LV, the 80% product industrialized production, is not luxury, but price and symbol. When luxuries are not extravagant, they are only social tickets. KOC brings goods into a normal state, but it is only a collaboration between the market and the consumer, where there is still a high cold brand, and only a small capital.

Therefore, with the upgrading of consumption, the trend of fashion must be popular. Therefore, the spokesmen of fashion can be popularized step by step, and the brand can be better promoted. For consumers, it is also like taking back the right to speak. After all, in a sense, everyone can become KOC. In fact, fashion marketing never mind "overcrowding". It is only the desire to buy, buy, buy, and the boundaries between fast fashion and perfect fashion are still clear. When consumers are upgrading their consumption, they will eventually pay for the goods. Instead of carrying goods.