INNOVATION DRIVES FASHION FORWARD

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"YOUNG & DIGITAL": 7 EXCELLENT EXAMPLES OF BRANDS' CONTENT MARKETING IN CHINA THAT YOU NEED TO KNOW

June 1,2019

 

In China market, "digitization" and "youth" are the core subjects of all brands in the fashion field, and also the biggest challenge to test whether the brand has the courage to innovate! Through the new "Young & Digital" brand case study launched by Luxe.co, we collected the latest activity of major fashion and luxury brands, according to five dimensions -- content marketing, user experience, personalized customization, category expansion, brand crossover -- regularly screening out the best cases to share with you.

In this article, there are a total of 7 brand cases that we selected as the top case studies of "Young & Digital Content Marketing”

Note: all cases are listed in no particular order, with cases included until April 25, 2019.

 

Case Study 01: Givenchy Voice

 

Case Summary:  Givenchy invited consumers to name the fourth part of the S/S 2019 commercial "I'm your mirror". Consumers asked to creatively dub it in any language, with the selected voice granted the opportunity to be shown in the Givenchy S/S 2019 series commercial.

 

Editor's Comments: Using graphics and videos are the most common methods for content marketing -- the dubbing activity initiated by Givenchy left an enlightening and refreshing impression upon the audience. 

Based on Givenchy’s S/S 2019 series commercials, while not touching the visual creativity, the initiative elicited users' creative voices and sense of humor, ingeniously triggering users to actively contribute content, and to actively share and forward it on social media. Such a series of actions meant that many users couldn’t help but watch the commercials several times.

Of course, the potential risk of such a marketing campaign is the brand's control over the quality of the content and its distribution.

 

Case Study 02: Nike On Air

 

Case Summary:  Nike builds creative workshops and lectures for the public in Beijing, Shanghai, Guangzhou, Hong Kong and Taipei. In In this initiative, Nike invited influential young directors, musicians, designers, photographers etc.to communicate and share with consumers about face to face about design, creativity, craftsmanship, through lectures and hands-on practice to help consumers better understand Nike.

Editor's Comments: Apart from bloggers who could bring in large traffic, talents in vertical segments are gradually becoming a better choice for brands. The reason behind this is that more and more young consumers are more picky about fashion choices, and are now starting to pay more attention to the philosophy and culture behind brands.

On the surface, this is an activity that Nike do for sales, but instead to develop the perspective of the brand, and to deepen the in-depth experience of brand culture. In the activity, Nike designers showed the design concept, process and story of Nike products from the perspective of material color, industrial modeling and graphic design, and guided consumers to participate in the design experience.

 

More Great Examples Of Content Marketing:

  • ISSEY MIYAKE invited users to share memories related to ISSEY MIYAKE and re-interpret the memories in the form of artistic flower arrangements through the brand WeChat official account.
  • Kenzo cooperated with the famous American astrologer Susan Miller, interpreting each TALI series bag by means of astrology to give humanized perspective to the products.
  • De Beers launched a De Beers diamond column on WeChat, which shared the stories and knowledge behind diamonds and allowed consumers to chat with diamond masters.
  • Valentino presented its new VRING series through virtual idol Noonoouri.
  • Zenith invited global spokesperson Eason Chan to visit its watch factory, and share the story behind the brand on its WeChat public account.