Interpretation Of Digital Marketing Of Major Luxury Brands

The popularity of smart phones and the penetration of social media into people's lives have led the major brands to tilt the media budget to digital marketing. In the next few years, Digital marketing The cost may be 1/3 or even more than the media budget, but it will not be enough to make money in the era of digital marketing.

From New York to London, Milan to Paris, major brands flocked to social media last month to expand the publicity of T show. In the social media such as Twitter, Facebook, Tumblr, Instagram, Pinterest, you can see all kinds of sharing about fashion week, which not only comes from brands and designers themselves. Buyers, CEO, editors, stylists, bloggers, anyone in fashion week, and even with a little bit of fashion week will publish relevant content through social media.

Many people believe that fashion week To a large extent, it is only a flash in the pan. When the major brands are doing digital marketing, they will get more return on investment than those who only study the social strategy of T show for only 10 minutes.

"It is difficult for people to sort out all kinds of labels at the moment," Shelly Socol, founder and vice president of One Rockwell, told reporters. "Too much content sharing on social media makes information overload. With too much information and too fast updates, many people just glance at it. They can't read the information they want, or even know what they want.

Only in the digital media can more attention be paid to more money and efforts. For example, Burberry's spring dress show in the media is shown in 13 outdoor large screens in London, New York and Hongkong, which is the largest show in social media.

In the promotion campaign launched by Stuart Weitzman, they captured the video of Kate Moss starring. The video hits more than 204000 in Youtube and 72% in Instagram fans, but UGC video does not achieve the desired effect. What part of the problem is wrong?

There are two factors: the overload of virtual space during this period, and the excessive demand for competition. For users, it takes a lot of time and effort to compete with the original video. "In the promotion of Stuart Weitzman, 99% of users consume content, while only 1% of users produce content." A spokesman for Stuart Weitzman said.

Socol believes that those who have long-term development strategies and can be timely marketing The Mobility Company in the virtual space are not yet overloaded will be the winners in the future.

　　 Hermes In October 1st, a full channel marketing project was launched to combine their Silk Knots applications with Silk Bar and broadcast at the Time Warner Center in New York. But at the spring conference in Paris in October 2nd, they hardly used digital marketing. The CEO Robert Chavez of Hermes USA disclosed that the company invested heavily in digital marketing, paying attention to the dual experience of customers online and offline. He said that in 2014, the cost of digital marketing will increase to three times, from 10% of the media budget to 1/3 of the total budget.

Macala Wright, editor in chief of CEO and founder of Why This Way and FashionablyMarketing.Me, believes that T media marketing has become the limitation of designers. The novelty is gradually losing, and the return on investment that has lasted for 10 minutes is fading due to various reasons. For example, designers continue to adopt the same shooting techniques, and events are also stylized. Because of these, social media marketing is no longer viral, and in many cases it is difficult to get thousands of views.

"Designers are overly concerned about the differentiation of fashion design, rather than the differentiation of experience, which will do harm to the whole industry and themselves." Wright said.