Fashion Industry Begins Internet New Media Strategy, Persistent Virtual War

The technology products around us are changing with each passing day in a more humane way, so that the Internet can permeate life completely. We can not ignore the enormous power of the Internet and see the difference.

We are all committed to cater to this Internet flood and hope to have a place in the Internet world.

As the battleground of business competition, the Internet has reached the white hot stage.

According to the survey report of BNP Paribas in France, 2013 - 2020 Internet sales are expected to grow 40%, of which Internet advertising is 17% higher than the same period last year, and mobile advertising is expected to grow by 90%.

There is no doubt about the power of science and technology. What is the fashion industry that has always claimed to be at the front end?

Different styles of new technology Internet products have been born, so that fashion brands have to rethink their positioning in the Internet world.

Burberry has always been committed to embracing the Internet revolution and is a leader in many luxury brands.

As early as 2010, the clothing show was first put on the screen.

They became the first brands to try to use the Buy Now button launched by Twitter in London's 2015 spring and summer fashion week this year.

At the same time, it also launched a Runway Made to Order Service Limited on its website for two weeks after the show, enabling guests to purchase and customize them from the spring and summer design that has not yet been listed.

In addition to increasing Internet sales channels, they also launched @BurberryService's official Twitter customer service account, playing 24 hours a day, with a year-round sign to help customers with any problems.

The current CEO Christopher Bailey believes that it is imperative to integrate all aspects of Burberry brand from dress show to sales to customer service as far as possible, and provide the most complete Burberry brand experience for the public.

Burberry launched a two week limited Runway Made to Order service on its website.

Kering group is also in line with the year before last.

Electricity supplier YOOX signed cooperation, and last year, successfully set up a new online store for its six major brands, including Balenciaga, Sergio Rossi, Alexander McQueen, Stella McCartney, Bottega Veneta and Saint Saint, but whether the Internet crowd can succeed in buying into gas remains to be seen.

Gucci, another brand under the other group, is also one of the best in Internet strategy and keeps pace with Burberry.

As early as 2011, Gucci has launched a fashion video with shopping features, allowing viewers to click and buy products in the dynamic picture of the movie, and then become a new form of brand locking, including online video magazine Nowness and shopping website Net-a-Porter.

Gucci has also targeted various emerging technology products such as smartphones and tablets, and launched corresponding new media content.

Shopping website Net-a-Porter cross-border production of Shopping Videos

At the other end of the Internet, we saw brands like Herm s, C e line, Prada and so on, and did not actively take up the front row seats on this new media train.

The president of Herm s said that they did not intend to become the popular brand of "Masstiege". Instead, they hoped to stick to the brand spirit of Herm s, which has always been low-key and focused. It is believed that the excessive exposure of products on the Internet and the easy acquisition through online shops will easily reduce the brand image.

This is precisely a part of the luxury brands that are still hesitant, and even resist the voice of the Internet.

When the power of network hoarding has been released, what can be left to attract consumers after unveiling the veil of luxury brands and the unattainable brand image? C line, the design director of Pheobe Philo, even restated that exposure on Facebook is like walking naked on the street.

But an indisputable fact is indeed in the past.

That is, today's consumers spend more time on the Internet than ever before. According to statistics, from 2013 to 2017, the penetration rate of the global mobile network will increase to 70% of the whole world's population.

Consumers often browse the Internet to search for fashion information and take it as entertainment.

Internet and social media are like double-sided razor blades. Success or failure depends on how you use them.

While Herm s does not particularly emphasize the online shopping mechanism, most of the past two years have been actively focusing on travel and their home signboards through filming fashion videos and online interactive content. It is like the Silk Knots App launched in April this year, which teaches you 24 kinds of scarf methods through illustrations and films. Another App, called Tie Break, displays the men's ties series of Herm s through various games, virtual reality and so on. It is fun and practical, enabling it to have more than 4 stars in Apple's Appstore and Herm. It aims to create a virtual world that belongs to the world and lead you to experience the aesthetic views of the company.

App, called Tie Break, displays the men's ties series under Herm s through various games and virtual reality.

The Miuccia Prada, the president of Prada group, which has been cold treated for Internet technology, has finally collapsed slightly.

In August this year, Miranda July, an American artist, launched the App called "Somebody".

This is Miranda July's series of women's dress directors for Miu Miu. The content of the films is echoed.

This interesting App enables people to send messages in a special way, that is, they do not allow recipients to receive messages directly, but let the nearest person receive a brief message, and dictate the message to the receiver by this person.

According to Prada Group official, the word "Somebody" App is a negative role that stands for "rapid efficiency that science and technology can bring to mankind". It seems that it also implements the spirit that Miuccia Prada always likes to explore all kinds of contradictory elements (recall the Prada ugly style that has made people look bright but hard to control in recent years).

But as a self reliant pioneer of art and Avantgarde, the official website of Prada group also needs progress, hoping to get rid of the old and heavy layout at an early date.

In recent years fashion week, we have also seen the innovation of technology and Internet, which has become the focus of attention.

At that time, all brands were making great efforts, hoping to make the best possible exposure through the power of the Internet and social media.

The fashion week that just ended this year is also a trend of new media in the Internet. The brand is actively trying various new tricks, trying to pform the power of social media into sales, including the previously mentioned Buy Now buttons used by Burberry on Twitter, and the newly emerging shopping App "Spring".

And everyone is doing all they can to provide the possibility of various networking in the fashion show. Many brands will broadcast the background live as a highlight (this year, such as Louis Vuitton, Michael Kors and Topshop all provide background images through different platforms); Tory Burch will dress the show live, through the new Google Lightbox video advertising, so that viewers can browse the other web pages at the same time can also watch the fashion show.

Shopping App "Spring" and Oscar de la Renta cooperate to provide new products on the show.

New York brand Kate Spade launched shop windows 24 hours ago last year, although this year's shop renovation can continue to interact with the brand on the construction wall.

However, just like fashion week's boom, this is just like a shopping mall anniversary. It's a strategy of temporary solution. Brand should think about how to operate stable long-term relationship with the Internet and social media.

We also see that middle and low rank brands and cutting-edge brands benefit most from this competition.

The strategic advantage of the new brand is that most of the teams are young people who grew up with the Internet. Compared to many fashion elders who are still thinking about what the Internet is, they can quickly and accurately catch the reading and consuming habits of the network crowd.

New York brand Kate Spade can be regarded as the best among them. Last year, 24 shop windows were launched on the shop last year, although this year's shop renovation can continue to interact with the brand on the construction wall.

Kate Spade is actively seeking various points of contact with consumers. It has a high degree of integration from online content to offline stores, and no wonder that more than 20% of their turnover comes from the Internet.

In the face of the new challenges raised in the Internet age, whether the fashion industry can make the most accurate judgments and choices lies in whether the brand has to examine itself and understand why it should be changed rather than blindly following the trend or totally negating it.