"Can you get the loyalty and favor of the millennials to the brand by bringing in a large number of fans?" "
Milan time on Saturday, Dolce Gabbana hosted the 2018 summer show, this show the most eye-catching, is China's new generation of singer and actor Wang Junkai, he served as the show's opening and closing the field model, this also means that he is the next James brand high value object endorsement.
Wang Junkai at the show
With Wang Junkai Zouxiu, and starred in "love this little thing" and the popularity of the Thailand actor Mario Maurer; veteran actor Marlon Barndo's grandson Tuki Brando; starred in more than 007 of the themes of the film Pierce Brosnan's son Dylan Brosna. These stars, two generation actor behind is common, has a strong appeal to the media, fans in the Dolce Gabbana release, screamed each invited the Instagram number of fans.
Dolce Gabbana 2018 spring summer show
The legs are long, walking is not important, as long as the person, can take the goods on the line (the goods itself is not the time being hip) - this is Dolce Gabbana the most recent quarter, according to the millennial marketing strategy launched, relying on the high popularity of network are not big red brand, also hard copy can achieve faster and better communication effect.
Are you happy with the (millennials) part of the millennium, but are consumers of other age groups buying it?
Critics and brands, which side are you on?
With the popular niche Wang Junkai for example, his personal micro-blog has more than 20 million fans, before the show opened, Dolce Gabbana has resorted to the big star of the old routine, please let me take over the Wang Junkai brand administrative micro-blog every one by his hands, a micro-blog, more than 9000 of the message, forwarded over 1.5k, and in Wang Junkai my micro-blog, micro-blog on the show was forwarded more than 210 thousand times, more than 60 thousand messages, more than 450 thousand times of praise.
A time of "history" and "superstar" release in the Chinese network. The end of the show, the industry authority Tim Blanks BoF fashion critic wrote the following comments show, apparently, he not only serves the red net Tucao this matter, as well as on the Dolce Gabbana in each series in the hate:
"It looks like a children's cross dressing game: teenage girls wear Sicilian widow skirts, boys wear baseball shirts in 1950s, or fancy fabric dresses.". "
"Of course, I might be completely wrong.". The whole funny scene will probably warm up the fans of the stars on Saturday. Perhaps, they will follow their footsteps directly into the nearest Dolce Gabbana stores, but fashion is not only about the model cast, the entire series of narrow very dangerous. This is not the first time the two designers will focus on a particular concept, but there has been a period of sing the same old song. It's time to say, "that's enough."! "
(the above quotes are from the BoF fashion business review, which you will see every day. Please click here.)
Tim Blanks at the news reached the ears of the designer Stefano Gabbana, he immediately sent a Ins attack: "this article is stupid! I am surprised that some people still do not understand, the younger generation is the future of fashion! I think @BoF, you can consider changing some authors. "
So, who do you think is more reasonable? Old school like me, stand first, Tim, Blanks.
95 after the fans view, can represent the public opinion?
A few years from the Dolce Gabbana network invited red show, recently AngelaBaby and Huang Xuan won the cheap replica Dior handbags UK Chinese District endorsement, to January last year, Burberry invited Chinese catwalk star Wu Yifan endorsement, at home to more and more "popular" the star starts to befriend a fashion brand.
Not only led the catwalk, Wu Yifan also took the endorsement of replica Burberry bags uk
Look overseas, net red teams with Kardashian family never led by the absence of fashion week, the image of the same good popularity soared Kendall Jenner won numerous big endorsements; in the Vimeo on the Cameron Dallas short video start empty-handed has endorsement of the Calvin Klein, launched a personal brand, easily among the 30 years old the following income list. Fan economy is not unique to China. It is common in any country.
This trend, in the final analysis is the global luxury consumption level has undergone major changes, fashion / luxury brands more and more attention on social media marketing, and now 90-95 for social network dependence, also let "become a fan" this thing is extremely simple, finger click attention, you can keep track of what my idol follow to eat, what to wear, even in the room inadvertently exposed a brand cosmetics in a corner, as long as the popular enough, sub minute attention and sold out of stock, and work together for the new song "idol drama" list, micro-blog forwarded praise, even birthday every year the collective wishes. It is not the absence of hardcore fans collective activities.
The birthday of Wang Junkai, the fans for the package under the subway cars and outdoor advertising.
TF is also Boys members of the Wang source, 15 year old birthday fans in New York for the Times Square Advertising Package birthday
Like fans, the idol's threshold is getting lower and lower. Take two days before Sina "saying" forum on the actor's director, Feng Xiaogang, Lu Chuan as the representative of the director who is mercilessly Tucao a China film flow is king, the strange phenomenon of idols and occupation regardless of the actor. Some criticized the little meat actors, abuse of substitute, even "matting performance", but still rely on excessive cosmetic face Crazy Fishing gold idiotic powder. These small fresh meat is called "flow star", even if is the old drama bone, to this kind of deformity phenomenon also is helpless.
In a flash, any Chinese drama destroyed old people, middle-aged people, all those who did not look good, and became a group of children who were extraordinarily beautiful and special. They were doctors, lawyers and policemen. - Lu Chuan
(the above quoted text is from our good friend the Bund media. Please click here for full text.)
Last year, replica Dior bags uk sold restricted handbags at WeChat
This year Givenchy will test the water WeChat sales, unprecedented good effect
A little pull away, let us say back to the brand by the end of 2016 the first financial Tencent once jointly released a report on the 95 post consumer survey report, which pointed out that social media advertising is a hot spot to attract their consumption (it is not hard to understand why the Qixi Festival Dior last year to sell the package in WeChat). For money Starchaser this matter, most of the 95 said after the approval, and to understand the idol endorsement of the brand, even with the money to buy, more than 20% of the 95 already purchased luxury goods. They believe that to save money to buy a luxury is the driving force for their own money, Gucci, cheap replica chanel handbags UK, these topics in recent years high degree of brand is the first choice for their purchase.
More and more popular with young people, cheap replica Gucci handbags UK created a new era of explosion
This report also mentioned a phenomenon: "to us Tmall fans Carnival as an example, from the average purchasing power, the non fans crowd of fans crowd up about 30%; and from the brand online marketing activity rate, fan population is 5 times the non fans crowd. "
Of course, we all know that these data are representative of the views of the public, I know a lot of waves on the WeChat advertising circle of friends of the hate, now no acting meat star is not interested in the 95.
On the Dolce Gabbana haute couture line Alta Moda on the grand finale of Chen Xuedong
In the short term, with Dolce Gabbana as the representative of the big names in the tastes of young people (even haute couture line Alta Moda let Chen Xuedong show......), forwarding network red have let the brand expand the influence, but also want to say: don't forget the real fashion lovers and not because of a social network star in the same paragraph or go to the show, you will love this brand to distinguish and age Never mind, and literacy, vision level, relationship life.
But in this digital era, fan economy will continue, we look forward to more quality, positive image of the idol - the various brands in the choice of spokesmen, it will not eat too ugly.
Do you think it's time to stick to your own style and change your mind, or should you change your mind and believe in "having a young person has everything?" Or do you have a different point of view? Welcome to talk about the message ~!
The editor, _ pictures from the network _ adorable can.
The above content comes from "the Bund fashion" (micro signal: bund-style)
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