Is It Meaningful For "Fashion Week" No One To Ask For Media Hyper Speculation?

During the month from New York to London and Milan to Paris, the major brands used all their skills to get their fashion show attention through the media hype. The mass media sends messages of this fashion feast in any way possible, but the source of the message is not limited to brand names. Designer In itself, anyone who has something to do with fashion week will display all the things related to this feast.

This phenomenon has aroused controversy among experts. Some experts point out that the fashion news may not be the best way to convey the brand concept.

Most of the inspiration and experience brought about by this fashion ceremony is only a flash in the pan. The social strategies of major brands only link their cultural content with short T platforms. In contrast, the investment feedback from developing long-term strategies may be more significant.

"It's hard for many people to digest all the topics." Shelly Socol, the deputy director of One Rockwell and founder of Electronics Department, told WWD. "The huge amount of information and the fast speed of transmission are beyond the burden of ordinary people, let alone distinguish their preferences in this overwhelming message."

Burberry, the biggest media show in the spring, was broadcast live on 13 outdoor screens in three places in London, New York and Hongkong. However, this huge momentum requires massive capital investment and careful choice of venues. For other brands, we should focus on the overall situation. A fashion show launched by Stuart Weitzman in Milan fashion week was exposed through various media. The number of hits on You tube exceeded 204000, while the number of fans in Instagram increased by 72%. However, it was disappointing in the video contest of Instagram.

　　 Where is the problem?

The reasons for this lack of attention can be summed up as two points: the data space beyond the load in the special period, and the high threshold in video competition. For users, it is a tedious process to record videos and submit them to the network contest. However, users prefer online viewing, then create a video file of their own, and then submit a detailed watermark to a brand. This process is another matter.

"In this competition, 99% of people are grabbing resources, and only 1% of them rely on their own innovation, which we all understand.

Forcing everyone to record their own video files on Instagram means expanding the boundaries of the media. After all, instagram is a new media application, "StuartWeitzman spokesman said. After regrouping, it is easy to find no place. This is a typical example. Fashion week is against the clock, even if the information is large enough to be placed, but you have to rack your brain to think about where to put energy and financial resources. This is a carnival, and everyone is squeezed into the next city without stopping. You may be completely defeated. " Socol said.

Socol sees a lot of big shots as her customers. She is particularly committed to the development strategy of fashion brand networks, including mass media, e-commerce and marketing. In her view, a brand with long-term strategy and knowing how to take advantage of it will be the winner of the war without smoke.

For example, in October 1st, Hermes held an all-around and multi-channel fashion show in New York, linking the application software with the current trend. However, in the spring of October 2nd, the organizers did not exert much effort in the electronic media in Paris. Robert Chavez, chairman and chief executive of the Hermes company in the US, revealed that the company will increase investment in network electronics, which involves the development of application software and the integration of online and offline functions.

In addition, he said that in 2014, the investment of Hermes in the US will be doubled three times, from the 10% which only accounts for the media delivery fee to 1/3 of the total.

Macala Wrigh, an electronic marketing consultant, is also the founder and chief executive officer of Why This Way, and the editor in chief of FashionablyMarketing.Me. In her view, the live broadcast of the show has constrained the designer's hands and feet. Lack of new ideas and sticking to rules make the walking show gradually lose its meaning. Most of the current live broadcast can only earn a few eyeballs, unable to produce large-scale communication impact. "Although the technology and platform provide unlimited possibilities for creativity, most designers do not have the vision to break the conventional and redefined concept." Wright said.

"Pay attention to the identification of fashion itself, but put the uniqueness of the exhibition behind, which is not only the industry's hard nut to crack, but also the designer's weakness."

Some platforms, such as Bumebox and Thismoment, have been praised by Wright for their novel forms and good humanistic structure. Bumebox launched real-time reporting, and authorized eBay and other network platforms to break through the conventional practice. In addition, Tory Burch and Sony sought to cooperate to become the first fashion show with super resolution visual effects, and created a small website to promote the spring show in September 10th. Massive content runs through the whole process of the show, and there is no lack of advertising and American consumers' contributions. {page_break}

　　 Get attention.

According to the official data of the brand, Spring fashion show Compared with the 2013 autumn show, the viewing rate increased by 81%.

In addition to live broadcast, Wright also mentioned the "slightly rigid" approach of New York fashion week. No impulse to buy people, but simply push through Twitter and Facebook, and get the attention of netizens. Admittedly, this method is also effective, such as Diane von Furstenberg, DKNY, American Express, and Google 'sMoto X. "Behind these organizations, there are strategies, not just in the 2014 spring show commercial ads. This type of theme and key words determine the final purpose, and we can constantly adjust measures to achieve a higher marketing goal. Wright said.

In London and Milan fashion week, DKNY held its 25th anniversary brand celebration, and took this opportunity to launch a special topic for DKNY25 anniversary. According to AlizaLicht, senior vice director of DonnaKaran global cooperation and exchange, the event won 773524 headlines and 2.51% participation rate (1% to 3%).

"I could have promoted NYFW related news on twitter, but frankly, I need to find specific strategic decisions in this noisy industry environment." Licht said.

When brands continue to push messages on social networks, the spring show is a new Instagram app as the flagship, plus four months of video features as a supplement to the Johanna Cox, a mentor at the New York University think tank.

"As a loyal follower of fashion show, this show has given me an unprecedented sense of intimacy." Cox commented on the video produced by Victoria Becham et al.

In order to join the social and electronic commerce activities, Dannijo and Olapic worked together to prepare the fashion week speech. Nowadays, technology makes it possible for users to intuitively contact goods. This also makes the social network a brand name electronic endorsement.

On the night of the Dannijo speech, the topic dannijogoesnoir increased by 400% compared with the usual picture format, and the click rate of the official website increased by 35%.

In August 28th, Pinterest released its first fashion show as a platform, and since then, partners with more than one hundred influential people such as Michael Kors have proved that there is no need to be too angry in real time show.

"Pinterest platform shows that Pinterest can better reflect lifestyle and social background when social networks are more capable of running the show," he said. Apu Gupta, chief executive of Curalate, said in a survey conducted by WWD on marketing and analysis. "Pinterest is more inspiring and morale, which is the difference between rich content and false appearance."

With the highlight of the differences, celebrity Bo Wit & Delight has contributed 740000000 hits to New York fashion week, overtaking the Harper's s Bazaar, which ranks second, in excess of 60%. Interestingly, compared to the number of fans, the Harper 's Bazaar is much better than the Wit& Delight of the two.

"The number of blogs that can control the influence of fashion week is shocking. It will make you wonder if fashion and the Internet have changed their influence. What is the situation today? Gupta said. Research shows that 3/5 of the top hits come from bloggers, and only 1/5 come from traditional media. (for example, InStyle and Harper 's Bazaar).

For example, Wit & Delight and Harper 'sBazaar also put on the Diane von Furstenberg skirt, and the number of Wit / Delight users is much less than that of the subscription fans of Harper s s.

Lauren Conrad occupies the first place of topping the topic. At the same time, she also took the lead in the topic of "New York's fault".

"From Pinterest to Bumebox, brands, consumers, designers, and all the fashion industry compatriots depend on technology, which is manipulated by technology. Fashion Week Every change.

In this process, the amount of information is beyond the load, so that we can not make clear the meaning of this grand ceremony, let alone publicize its value. Wright finally said.