Bblluuee Pink Blue Fashion Exploration Experiential Cultural Marketing

A few days ago, bblluuee Pink Fashion held a cross-border show with the theme of "seeking the trail, visiting the garden and dreaming" in Shenzhen. Modern percussion performance, 24 sets of balluuee high-definition concept dresses, experimental theater acousto-optic effects, and 100 show audience participating in the performance, the bblluuee Pink Blue Fashion brings not an ordinary big show, but an immersive art cross-border show.

Different from the traditional show performance, as the chief director, bblluuee brand founder and cross-border artist Li Feiyue once again led the staff Art Troupe to perform a cross-border show in which Oriental national traditions collide with western style gorgeous dresses.

Ten years of cultural marketing exploration to achieve steady growth

The experiential cultural marketing of bblluuee pink fashion has been explored for ten years: establishing staff Art Troupe, initiating fashion musical, creating art cross-border show, establishing concept store of poetic aesthetics, launching live studio of poetic art aesthetics, and self built air marketing channel of new media Ten years of continuous cultural marketing exploration has enabled blue fashion to establish a new retail channel with unique cultural characteristics, which not only achieves steady growth in performance, but also consolidates the strategic layout of new retail in the future.

Li Feiyue, founder of bblluuee pink and blue fashion brand, spent 10 years to implement the cultural concept and lay a solid foundation. Ten years ago, e-commerce impacted on offline physical sales, and bblluuee experienced a round of "upgrading": Li Feiyue decided to overthrow the accumulation of bblluuee brands with medium and low-end positioning in the past, and rethink the brand spirit and cultural positioning.

"China's clothing industry is still only in the design stage, with design creativity, but few cultural creativity", so he began to excavate cultural symbols from himself, "I am a musician, a person who has been a media, what can I do for the future of the clothing industry? To build a century old brand, we must leave cultural traces. This is actually the way of life. We will copy the life style of music, chess, calligraphy, painting, poetry, wine, flower and tea in China for thousands of years into a modern version, and then spread it out. "

Looking for the connection between art and fashion is his first step to upgrade his brand. In 2010, the bblluuee Pink Blue Fashion staff Art Troupe was established. In 2013, they made their first attempt to make art concept fashion creation and performance from the fashion T-stage onto the drama stage - "dancer in the dark", a fashion musical with great theater visual tension and performed by electro acoustic band and Orchestra, was staged during the Shenzhen Service Fair.

On March 21, 2015, bblluuee held a cross-border fashion show called "pick up the light · garden dream" at the main venue of Shenzhen fashion week. The melodious singing of Peony Pavilion opens the veil of mystery, and the elements of shadow puppet and paper-cut become the notes on the model. Besides the model lineup, the shadow puppet performance brought by the pink and blue fashion staff art group is also performed on the spot, which is like a cross-border miracle journey of art.

Li Feifei also initiated the establishment of a folk cultural organization, the lifisee poetry fair, the association of Shenzhen writers and artists in the exploration of folk art, the holding of a public welfare shadow play for Shenzhen citizens, and the establishment of a poetry aesthetic culture dissemination agency During the ten-year cultural exploration of pink and blue fashion, the importance of Chinese traditional culture in the brand of bblluuee has become more and more prominent. More and more traditional Chinese cultural elements such as Tang poetry and Song Ci, Dunhuang murals, cloud embroidery brocade and other traditional Chinese cultural elements are displayed on the clothes of bblluuee.

For example, a kind of ancient "fragrant mist light flowing" clothing, based on the Song Dynasty Zhao Fu's painting of mountains and rivers, was re created and fixed on the light and transparent European satin fabric in the form of printing. The beauty of ink and the overlapping of yarn blend with each other. The mountains and rivers are endless and the smoke is vast, highlighting the elegant beauty of the East. On bblluuee's new product release show, all the gowns displayed are either elegant in the east or borrowed from shadow puppet paper cutting and other folk cultural elements.

New retail digital revolution of clothing industry

Opportunities are always reserved for those who are prepared. As early as a few years ago, when the short video outlet came, Li Feiyue continued to explore new media and short video communication marketing with his keen sense of smell. When the salesmen dressed in bblluuee clothes and played the music created by Li Feiyue and presented them on the pink blue fashion series short video platform, bblluuee not only received a lot of praise, but also Li Feiyue's determination to continuously explore the road of cultural marketing in the future. Li Feifei started to establish the wechat public account "fashion facing the wind" in 2012, and by 2019, fashion Linfeng has become a new wechat public number of 223 in the whole network. Now, there are 5 wechat public accounts, 11 shaking tone and video numbers of Linfeng culture under pink fashion fashion fashion. The new media matrix with the wechat public account of "fashion facing the wind", the shaking tone number of poetry aesthetics and etiquette class, and the video number of Li Feiyue of fashion Linfeng have gained 15.5 million fans.

Li Feiyue said that from offline to online, there is no external force, all from the efforts of the company's internal staff. The staff are not only designers, shopping guides, but also fashion sales masters, music performers, models, photographers Pink and blue fashion regards the epidemic as an opportunity in the crisis, realizing the online and offline integration transformation of the brand and the improvement of team ability.

"Lifestyle must rely on culture, not just products," Li Feiyue said. "A fashion enterprise, in addition to providing consumers with fashion products, can also provide consumers with a fashion lifestyle solution, so that consumers can perceive the charm of Oriental culture through the brand. The added brand momentum will be more lasting and will be strengthened. This is what we are doing in this round In the epidemic, sales performance not only did not decline, but also maintained a stable growth