Success Code Of Dior Fashion Week

Through careful planning and the cooperation between the headquarters and the Chinese team, Dior's live broadcast had not a little traffic and a sense of ceremony.

London, UK – this week, Hermes launched its men's collection online, followed by Paris's digital high fashion week. Dior, Chanel, Valentino and other big names have joined in, but it is certain that, overall, the experiment has not achieved encouraging success.

In our article on Friday, Fashion Critic Angelo flaccavento described the Paris gauding fashion week, the first attempt to digitize, as a "video week." he said: "we were like watching a lot of MTV music videos," and pointed out that there was a lack of organizational confusion. Balmain's boat show broadcast on the Seine River also overturned, and its tiktok live broadcast was suddenly interrupted and has not been restored since.

No matter whether the small video can perfectly show the audience the texture and aesthetic feeling of the clothing, at least compared with the previous ability to amplify the volume of communication on social media through the front row stars, Internet Celebrities and media, the audience who can stay in front of the screen this time is much less. According to instagram's public tracking data, although Hermes and the drama director Cyril test jointly create a cloud like live broadcast, which is deeply praised by the industry, the number of viewers actually hovers between 6000 and 10000 people. Haute Couture online, the official label prepared by the Federation of Haute Couture for this digital fashion week, has only been mentioned in more than 700 posts. On the contrary, it seems that Bili and Weibo are more popular in China. More than 70 million people have read more than 70 million tags during the week.

Undoubtedly, the biggest winner of this digital fashion week in China is Dior. The film directed by Italian director Matteo garrone is picturesque, but the strategy created by his Chinese team for the local environment is the key to its success. The brand not only showed fashion films, but also invited some guests, such as angelababy, brand ambassador of Dior in China, sun Zhe, editor in chief of red show Grazia, Liang Jiajun, editor in chief of weekend pictorial style and numero metropolis, and CICI, a model, to interpret and discuss the film itself and brand inheritance, so as to help consumers understand its brand deeply.

In addition to opening the "gate" of Dior to the public and reaping the baptism of flow, Dior also carefully maintains its ritual sense that should exist in the minds of industry people. Before the show, the brand sent the same physical invitation letter to the media and bloggers as before, and carried out warm-up communication. On the day of the show, many people in the industry were looking forward to it in their personal wechat circle of friends and microblogs. In addition, Dior's original huge star matrix helped Dior carry out the secondary communication in the public and private domains after the show. Obviously, live broadcasting is not just a matter of picking up signals and playing a video.

Finally, according to the public data of microblog, Dior's own label ? Dior's high subscription in autumn and winter of 2002 ? read nearly 300 million microblogs. More than 8 million people watched live microblog live on that day, and accumulated more than 11 million before the deadline, and once occupied the third place in the hot search list. (for other luxury brands, the corresponding labels read only a million to tens of millions over the same period. ）If people have doubts about how luxury brands can achieve "fame and wealth" before, Dior gives a good example.

Of course, only this battle, fashion show live has entered the consumer group, but at least for the industry, the entity show is still haunted. Even though it will be the first off-line fashion show in Italy in September, it will continue to be the off-line show of chandiel, even though it will be off-line in September. Louis Vuitton, on the other hand, will launch a new offline launch plan in men's wear. It will display the 2021 spring collection in the form of a roving fashion show. The first stop will be held in Shanghai on August 6, and then it will be staged again in Tokyo - whether the model will extend to LVMH group's same brand is not known.

At the same time, it is difficult for designers with limited budget to fully copy Dior's success. They hope that the cost controlled entity show will have close contact with important buyers and the media to show their unique taste. Jacquemus, a French designer, will hold an offline fashion show in a secret location in Paris on July 16. In order to meet the health and epidemic prevention regulations, the event is only open to a small number of audiences. However, the industry is very confident of his ability to create a hot social media show.

As Tim blanks wrote in a column for us, "fashion shows have always been the most popular 'that thing' in his 35 year career. Regardless of the size, fashion shows are "the most concentrated display of a designer's point of view, the most quintessence of a season's story, and the most important essence embodied in the occasional conflict between fashion and the spirit of the times.". The fashion shows on the spot are inspiring, exciting and sometimes tearful.