There Is A Close Relationship Between The Growth Of Light Luxury Brands And The Net Red Economy.

The marketing of the fashion industry has broken away from the traditional celebrity thinking, and has become a popular star who caters to the millennial consumption habits. Who will dominate the social media, who will be the star of tomorrow, whose products will get more exposure, and stars and Internet celebrities will play a significant role in social media.

Thanks to the power of Internet Celebrities, MCM, Furla and PUMA have made an eye-catching performance of the trend of growth in the overwhelming majority of international brands.

This is just the prelude to a bigger change in the industry, which means that net red is driving the old content production mode to upgrade and exchange blood in a smooth and silent way, and the marketing logic and methods of high-end brands are being overturned.

In the general downturn of the luxury sector, MCM has been firmly maintained by young people.

In the 2015 earnings report, the company's sales grew 14%-15% to $700 million compared with the same period last year, which is basically the same as that of Italy's luxury brand Versace.

Among them, 60% of the group's sales came from the Asian market, and the remaining 40% came from Europe and the Middle East.

MCM caters to the taste of young people in product design, but it sets the high-end market in price, maintains brand fashion and high-end image.

At the same time, it is different from the traditional luxury brand.

Special use of fast fashion management and publicity strategy.

The brand has invested a lot of money, and developed the film and entertainment culture and fan culture in Korea to make the brand quickly recognized by consumers in Korea, China, Japan and Southeast Asian countries.

In these countries, even if you haven't heard of MCM, you will see it somewhere.

Celebrities from Cristiano Ronaldo to Beyonc e to Rihanna, or fashion chasing students can see it on their backs.

For consumers who are mostly young people's brands, the main way for consumers to accept their information comes from bloggers' blogs, rather than the veteran editors in front of the fashion show.

During this year's New York fashion week, Rihanna successfully beat Kanye West to become the most talked about designer in New York fashion week.

Recently, Rihanna and Puma unveiled a new plush slipper.

The slippers sold out in a few minutes.

A senior fashion industry executive revealed

Everything can break the record of achievement, behind which is Rihanna's huge social media influence. At present, there are more than 35 million fans in instagram alone, without losing any fashion media. Rihanna's performance as Puma creative director in 2014 has been proved to be a suitable direction for brand development.

In this unfortunate and fortunate era, the elderly celebrities are fading away. Consumers no longer like to read editorial reviews or magazines published by editors. They are concerned about what shoes the net red wears on Instagram.

For fashion brands, social media is about the choice of consumers.

A recent survey by Forbes Magazine showed that only 1% of the millennial generation said that a large number of advertisements would make them more trust in a brand, but more than 33% of respondents said that they had been influenced by well-known fashion bloggers and celebrities before buying goods. Compared with less than 3% of respondents, they believed that they had been influenced by books, magazines and news.

Social media is changing the fashion industry step by step, breaking the traditional products.

。

Furla, a brand from Italy, showed strong performance in 2015. Its global performance increased 30% in 2015 to 339 million euros.

In the past five years, the turnover of Furla has increased by 126%, achieving a doubling growth rate.

In the Chinese market, Furla's sales increased by 78%, and the store's market share also reached a 41% growth rate.

The growth rate of China and Asia supports Furla's global sales growth: many consumers from China, Indonesia and Thailand will also buy Furla products when they travel to Europe, Japan and Korea.

Compared with competitive brands, Furla's products are made in Italy and feel better value for money.

With the increasing middle class in these countries, the search for fashionable and high value products has become a smarter consumer. It is no longer just obsessed with brand becoming mainstream. Furla's position and image are benefiting from it.

In terms of marketing strategy, Furla has worked with many well-known fashion designers to interpret brand spirit.

For example, fashion bloggers EleonoraCarisi, Kristina Bazan, international famous stylist LuciaLiu and so on.

Last year, Furla also invited the Australian Asian Fashion blogger Margaret Zhang, who was less than 160cm tall and ridiculed as "black and skinny, eyes narrowed", to shoot a brand advertisement. Her continuing style of casual Street filming was triggered by a hot debate and fans' popularity.