Intense Competition In The Luxury Market, Digital Marketing Is Very Urgent.

It is reported that the world's largest luxury group LVMH chairman and CEO Bernard Arnault has said that

We must not despise marketing. If we do not do marketing, we will not be able to base ourselves on the luxury market.

Indeed, with successful marketing and marketing, this is the LV's competitor, Gucci.

What is the truth? Follow the world's clothing and shoe net to find out the details.

Gucci defeated Chanel, Burberry and other luxury brands in one fell swoop, becoming the most successful luxury brand of luxury marketing in 2016. The brand has successfully pformed under the leadership of Alessandro Michele and Gucci CEO Marco Bizzarri.

According to Luxury Daily, the annual luxury marketing awards are mainly based on

The marketing strategy, creativity, strategy implementation and final effect are evaluated.

It is noteworthy that the three luxury brands of Gucci, Chanel and Burberry have been favored by the new generation of young consumers after a series of strategic initiatives such as innovation and reform this year, and have successfully consolidated the high-end positioning of the brand in the luxury goods industry.

Thanks to product reform and successful marketing, 2016 was a bumper year for Gucci, a strong performance in the third quarter of the parent company Kai Yun group, with a double digit growth of 10.5%.

In addition to creative director Alessandro Michele's innovative design of clothing and accessories, Gucci's re marketing of romantic feelings is also a key factor in the brand's support for many consumers.

It is understood that Gucci is no longer the only handbag brand that only relies on the shield badge. It now has a poetic romance, new literature, charming philosophy, and inspiration in history and theology. Alessandro Michele adds interest to its products, especially its various animal designs that have attracted a large number of young consumers.

In addition, Gucci has launched a series of artistic activities to deconstruct these themes so that consumers can better understand the design concept and Inspiration of the new Gucci series, such as Gucci Garden, Gucci 4 Rooms and Gucci Ghost, and have gained high recognition from consumers.

In addition, as consumers increasingly demand personalized demand, Gucci will launch personalized customization service this year. Consumers can choose their favorite Gucci patterns to customize selected products.

According to the understanding of the world clothing and shoe net, the new headquarters of Gucci settled in Milan in 2016. The Gucci center will not only serve as a venue for fashion show, but also be regarded as the exhibition hall of Alessandro Michele aesthetics.

Gucci official website is being perfected by Alessandro Michele, and is keeping up with the brand official account launched by Snapchat. The newly added game unit in App makes the exposure rate of the brand on social media rapidly increase.

In the 2016 fashion brand digital index ranking of L2, Gucci topped Burberry for the first time.

Gucci also works with luxury electric business Net-A-Porter and Paris old Buddha to design exclusive products to promote the wholesale sales of products.

Gucci is pressing the luxury brands like Prada and LV to become the most popular women in China.

Brand.

The second ranked Chanel is also working hard to promote its digital marketing process and enhance the interaction between brands and consumers to attract more Millennials.

It is reported that the millennial generation full of consumption potential will become the market for all luxury brands to compete in the future.

Chanel is more young this year whether it's a spokesperson or a walking model.

Chanel's efforts in social media have helped brands become the top names of Brandwatch's fashion company's social media exposure and influence rankings. As a classic luxury brand in France, Chanel is also one of the most expensive brands in the secondary market, and is rated as the most potential growth brand by BrandZ report.

WWD, the American women's wear daily, also said that Chanel has become the brand that the millennial generation most aspire to.

However, Chanel is also beginning to encounter the troubles of global luxury demand slowdown, and digital marketing will become even more urgent.

According to the Amsterdam stock exchange, by the impact of the global luxury consumption downturn, the French luxury brand Chanel profits and sales fell sharply last year, as of December 31st, Chanel 2015 operating profit fell 23% to 1 billion 600 million U.S. dollars, total revenue fell 17% to 6 billion 240 million U.S. dollars.

In September this year, Burberry became the first luxury brand to buy fashion shows.

In essence, the buying mode is to attract the attention of millennial consumers. Through Instagram, Twitter and Facebook, domestic digital media platforms such as micro-blog and WeChat can be displayed in front of consumers at the first time. The digital platform is playing an important role in fashion brands, but there are also great risks.

Burberry in order to cater for young people, the continuous adoption of new technology has turned itself into a media company. However, at present, there are few good products in the group.

Burberry lost the top spot for the first time in the latest ranking of L2 fashion brand digital index.

Burberry's development keyword is also innovating this year, but it is mostly embodied in the marketing of its product display and sales mode, which is quite different from Gucci. Gucci's marketing focuses on product design. Innovation ability is still the source of the growth of luxury brand, but it must be practical marketing creativity.

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