Clothing brand marketing: The "gossip" effect in the entertainment industry plays a big role

As the entire clothing industry develops increasingly, the ideas for clothing brand promotion are also changing with each passing day. Compared with the large amount of advertising investment in the past, the promotion methods of clothing brands have become increasingly novel. Under the brand of entertainment, people in the streets and alleys are talking about it, and the popularity of clothing brands has also spread silently.

Clothing brand marketing is a real battle. It can bring huge profits and make your brand popular overnight. However, this kind of gossip information is a battlefield at the tip of a knife. Gossip in the entertainment industry has certain risks and high uncertainties, so the companies participating in it are also particularly risky. In this commercial battlefield that can attract everyone's attention, It can really make the brand look a lot.

How have clothing brands learned from the gossip effect of the entertainment industry“”?

Brand entertainment uses a current event to arouse a topic that attracts the attention of most people, implements the marketing method of marketing activities, and sublimates and continues this theme. Here, he emphasizes the entertainment topic.

Topic is the tipping point, and media communication makes topics more entertaining and gossip. After a brand entertainment event has a theme, the media has content to spread. In addition to attracting enough popularity on the spot, whether it can get the support and dissemination of strong media will determine the success of the marketing.

Compared with traditional TV advertisements, newspaper and magazine advertisements, radio and other brand advertisements that are disseminated in the form of concepts, brand entertainment advertisements are easier for consumers to accept. Nowadays, the entertainment marketing of brands is a brand marketing method. One, that is, integrating products into program sponsorship, mobile phone text messages, terminal activities, live interactive Mini games and other forms of communication that can bring more interest. In an era when the boundaries between advertising and content are becoming increasingly blurred and media costs continue to rise, in order to effectively achieve the goal of efficient communication, we must find more forms of interactive creative communication that allow consumers to participate in.

Brand entertainment marketing actually injects certain entertainment characteristics into the brand, allowing consumers to remember the brand in an instant and have a good impression on it. In fact, many brands have already done this, such as Wang Shi of Vanke and Pan Shiyi of SOHO. As leaders of the company, they can also be said to be spokespersons of the company. They give people the feeling that they live a different life and give people a certain attitude towards life and a certain life proposition, which makes consumers curious and yearning for the brand. From another perspective, they don't play by common sense and seem to be related to the brand. In fact, they are using entertainment methods to communicate to consumers and tell you what to value and what life to build. He used some new methods to give the brand its own charm, which broke through the shackles of traditional brand promotion.

The brand draws on the interactive effect of entertainment events and the public

Adopt the whimsical cookie brand promotion that the company once planned, and use consumers 'preferences to let them experience the fun brought by the brand. According to previous market research, it was found that consumers aged 16 and 24 like to make friends. As long as they buy Sanhe's weird idea cookies, they can get a dating card. Consumers can also draw a lottery based on the number on the card. The establishment of a dating website has attracted nearly 10,000 members to participate in making friends in just a few days, and they all expressed their hidden weird thoughts on the website. At the same time, sales of cookies also increased by 20%.

A platform like this that is full of interactivity and can express one's thoughts must not only attract target groups, but also make communication between brands and consumers possible. Such a simple form of communication is something that traditional communication means cannot achieve. influence. In the process of entertainment marketing, creativity that can attract consumers should not be limited to a certain form or medium, but should be considered based on consumers 'personality characteristics, regional characteristics, consumption habits and other fields, and use fascinating content to make the company's products unique, which is also the most exciting and challenging part of creative activities.

Brands give life a variety of chews

With the aesthetic fatigue of advertising, product wars, terminal wars, and advertising wars in full swing, if you want your brand to quickly spread to target consumers, you must find topics of interest to consumers and express them in a humorous form. Only in this way can we open up the market.

From this point of view, the emerging new forms of communication have brought unprecedented surprises and successes. Companies are looking for ways to entertain, and consumers are also looking for ways to entertain. The key is that companies should find the right appetite for consumers and find factors that can make consumers happy. Only in this way can they easily conquer the target consumers and add the weight to the success of the brand strategy.

Although the collaboration between clothing brands and celebrities or designers has caused a lot of controversy, this form continues to achieve results in many aspects, especially sales. British designer Alexander McQueen has signed a contract with Target, a valuable US department store chain, to develop an extended collection. DeBenamos department store in the UK has restarted its collaboration with designer Matthew Williamson on the designersat collection, and Swedish retail giant H M has launched a collection in collaboration with Kawubo Bell's brand Comes Desgarcons.

Collaboration between celebrity designers and clothing brands is becoming vibrant, and such cooperation ensures the long-term benefits of retailers and designer brands. Martha's cooperation with Field is a highlight in a difficult year when sales are sluggish and profits are falling. Although this series is a one-time, one-season only. The collection is sold in 10 stores and online as a complete collection, with another 50 stores selling partially selected styles. Its success not only increased sales, but also won over the public and demonstrated fashion credibility in price. A few years ago, collaboration between designers and clothing brands was commonplace. Actress kerry brook launched a swimsuit line for teen fashion chain newlook; colin mcklin did george endorsements for asda.

They all achieved varying degrees of success, but the outcomes were similar. This year Asda abandoned McLoughlin, confirming that the star collaboration has lost its influence. The company says consumers now want to connect with ordinary women. But the star collaboration continued, and houseoffraser department store signed supermodel Yasmin Laibon as its brand image spokesperson. Their rival john lewis has also decided to hire model karen elson to take the lead in this winter's women's clothing commercial promotion as a move to boost sales.

However, collaboration on products is the key to determining revenue. The collection designed by model Kate Moss for British clothing chain Topshop has boosted sales of the teen clothing business, selling for £ 3.5 million in its first week on the market last spring. Last month, key styles in the Christmas collection sold out within hours of being on shelves. This bundling is not only beneficial to retailers, but designers are also looking forward to it. They can make more money with far less effort than they would have put in to create their own brand line.

McQueen's collection with Target launches next spring and will be the designer's first foray into mainstream retail. The series is extended based on the designer's subsidiary brand mcq. At the same time, Williamson will work with de Benamos designers to expand the women's collection, which was re-launched two years later, which was cancelled because de Benamos over-developed accessory design. According to people familiar with Williamson, bundling designers can improve designers 'financial situation. The partnership with de Benamos may only cost Matthew about four days of work.& rdquo;

Signing a contract with a designer or celebrity is an expensive business. It is estimated that topshop's collaboration with kate moss cost an estimated £ 3 million in its first year, so betting on one person's name is a risky business. But that hasn't stopped h m, which has been a pioneer in working with designers in the youth fashion market. As for designers, they are no longer as nervous as before, worried that business cooperation with commercial street brands will reduce the value of their private brands. Now, increased customer flow and additional revenue have become prerequisites for cooperation. Retailers and designers both want benefits, so the form of collaboration with designers is likely to continue.

Brand entertainment requires the overall performance of the protagonist of the entertainment drama

In brand communication activities, many companies have planned very good activities, but they have not received good results. Why? While considering the event, companies should consider the entertainment nature of the event and increase the plot that attracts consumers 'attention. If the event is won by the plot, then the layout of the terminal scene must be strengthened. If the event is won by the characters, then it is necessary to enhance the appeal of the protagonist of the big drama and increase the on-site interaction with consumers, so that consumers feel that this is entertainment rather than a show or a boring performance activity.

In an era when the media and Internet are very developed, it is not difficult to convey brand value to consumers. However, in order for consumers to actively pay attention to brands and consume products, companies still need different means. Everything life is entertainment. In this era of popular entertainment, brand promotion grasps entertainment and you basically catch consumers. Future brand promotion will be the main battlefield for entertainment promotion. Enterprise brand promotion uses entertainment methods to lure consumers and become a part of consumers 'lives, allowing consumers to live differently and brands to live differently.