As a fashion industry extravaganza, the four major fashion weeks have long become a "battleground" for major brands. The four major fashion weeks are like a stepping stone to international recognition for a brand, and once there, they get a lot of attention.
In 2018, Laoganma and Tide appeared in New York Fashion Week one after another. Tao Huabi became the "National goddess" and Tide took the stage to attract attention.
Different from the street style favored by most brands such as Laoganma and Tide in the past, Liby takes a different high-level crossover play in the annual Milan Fashion Week in Italy. By appearing in the same Milan fashion Week with GUCCI, PRADA and other luxury brands, Liby joins the international fashion ranks at one shot and gives the national brand a sense of high class. Liby, as the leading brand of national laundry care, also made its first crossover to Milan Fashion Week.
As a leading brand of clothing washing and care in China on Milan Fashion Week, how is Liby to play the advanced sense of fashion marketing?
Co-branded new designer, fashion gene detonated extreme single product
Five years ago, the pioneering designer brand YIRANTIAN shot to fame with its fashion Week show, becoming a symbol of classic and high fashion. For 25 years, the national brand, with cutting-edge washing technology, protects the fashion and trend of fashion evolution, Libai's washing and fashion attributes have never been separated.
Liby and YIRANTIAN made an amazing debut show in Milan Fashion Week, laying a brand of high-end fashion for the national washing brand, which is undoubtedly a powerful testimony of Liby's high fashion sense.
Liby jumps out of the existing paradigm of brand crossover and accurately excavates the best connection point between brand and fashion. 8 fashion pieces, 3 sets of show look, color matching, detail cutting and edge design of the whole body, all reflect the fashion control power of the brand through detail processing:
Taking Libai's classic red and white colors as the design entry point, the "Libai" and "white" characters are cleverly integrated into the fine embroidery pattern of clothing and the design of metal ring earrings, and the monogram design technique of international fashion brands is extracted and integrated into the opposite white logo.
In the Libai &YIRANTIAN under the senior expression technique, to design clever convey the "washing technology to protect fashion art" brand ingenuity, distinctive senior crossover play, so that washing classic become highly sought after fashion explosion.
"Fashion Bible" platform Call, washing giant tide out of the circle
In terms of content marketing, Liby does not choose large and comprehensive pan-marketing, instead, it pursues precision and point-to-point acme: it combines with the well-known fashion media "COSMO" known as the "fashion Bible" to go deep into the fashion circle and realize the out of the circle marketing from washing brand to fashion brand.
Libai fashion debut day, fashion COSMO double micro linkage, multi-angle content continuous force, so that "not the same Libai" deeply rooted in the hearts of the people. The first fashion show of Libai, the first to detonate the attention of the whole network; The article in-depth interpretation of Liby fashion show clothing design highlights, insight Liby more than 20 years of washing ingenuity is also the trend of fashion circle, washing leader is also a fashion leader, authoritative stamp brand fashion attributes.
COSMO is called the "fashion Bible", not only its professionalism and authority, but also its fashion language has long been recognized by the fashion circle. "Fashion Bible" plus holding, Libai Milan first show in a short time to attract the eyes of countless, high fashion immediate effect, clever realization of brand fashion sense grafting.
Popular new star Chen Yuqi vlog hit, accurate grass generation consumer group
"Fashion Bible" tree height, popular new star strong belt goods.
Newly minted Dan Chen Yuqi, in the new generation of young groups with high popularity of attention and topic degree, and Libai this fashion marketing target population highly fit. COSMO joined hands with Yuqi Chen in Milan Fashion Week, vlog directly hit Liby fashion debut, witness the fashion charm of Liby fashion.
During the Q&A session after the show, Chen Yuqi praised the Libai show collaboration as "different from previous designs. This time, the design is more bold, more fashionable and gives people a different feeling." And share their clothing care tips to the audience, Amway Libai high-end washing and care products Libai Laundry essence, quickly set off fans large-scale tap water spread and purchase.
Libai to small broad, by the star strong with goods, accurate grass fans of the new generation, once again to maximize the benefit of Libai precision marketing.
Hand in hand with 300 million super IP, in-depth interactive "wash" brand Milan Fashion Week
Especially worth mentioning is this Liby and Tmall strong cooperation.
As the initiator of Tmall China Cool, Tmall connects Liby and YIRANTIAN to launch crossover models. Together with Liby, it helps Chinese independent designers to get listed in Milan Fashion Week, and links with domestic and overseas media such as Bof and WWD to conduct comprehensive promotion of Milan Fashion Week. At the same time of the official Milan show, the special activities on Tmall were launched simultaneously, which gained tens of millions of exposure for the crossover style of Liby Milan show. The trend of the same style is to see and buy, so that consumers enjoy limited benefits while watching the show.
Prior to Tmall China Cool, Milan Fashion Week on September 20, Liby's in-depth interaction with Tmall has already been fully penetrated.
◆ Double micro power, countdown poster preheating momentum
On September 16, Tmall warmed up and drained the fashion week. Liby takes advantage of the momentum to interact, and guides the flow of we-media while it is hot, with a countdown poster series for 3 consecutive days to grab attention!
◆ New gameplay explosion, short video, attracting attention to the topic
High density preheating imperceptiblypreempts the mind of the group at the same time, and borrows the short-sighted frequent force of Tmall designers, many millions of flow head kol show directly, driving the # laundry industry's High Fashion# topic harvest.
The media inside and outside the industry praise repeatedly, evaluation Libai fashion debut "the most high fashion crossover show", and triggered a hot discussion of Chinese brand fashion power, strong grass Libai show the same style, successful leverage!
◆ Four portals focus, accurately covering the target population
After the height and popularity rise, Liby aims at the authority of the four news portals and the coverage of the crowd, more than 20 news media joint efforts, the concept of "on the Milan Fashion Week Chinese clothing washing and care leading brand" deeply popular, the brand fashion height of the comprehensive establishment.
◆ E-commerce channels open up, from the flow to the full realization of sales
The superposition communication effect triggered a social climax, and the e-commerce channel was further opened up. During Milan Fashion Week, Liby simultaneously released the "Breaking the Boundaries and making New" series of fashion models on Tmall. With the e-commerce mechanism of full gift, Liby delivered monogram bags and Liby binaear bottle hand bags of the same style in limited quantities, transforming the huge traffic volume of fashion week into sales volume and realizing a closed marketing loop.
Appearing in Milan Fashion Week is an important signal Liby sends to the vast number of consumers and the unpredictable consumer market: Liby is doing, is always fashion.
Through Milan Fashion Week fashion marketing, "Different Standing White" not only refreshes people's new cognition of fashion care, but also successfully establishes the brand's fashion height among the new generation. Its sales in China have been leading for ten years in a row. 7 out of 10 urban families have household standing white. The leader of the washing industry is the guardian of fashion trend. Looking forward to starting from "breaking the boundaries and creating new", Future Liby will continue to show the fashion power of China's leading brand of washing and care.
