Embry of God's new clothes Inman to achieve a gorgeous upgrade of the brand

On the evening of October 25, the night of the fashion reality show "The Goddess' New Clothes", the "Leg Goddess" Xiong Yulin and her designer GROUND ZERO brothers won the final "Fashion Queen." At this point, this is the first cross-border fashion design art column for the star that has been the first to open and has consistently received high ratings.

Today, when we go back to discussing how brands are branded or titled TV shows to explore the combination of fashion, celebrity, programming, and branding, it's no longer a novelty. Since last year's Where Daddy Goes, the reality show Showing the blowout trend. With the trend of commercialization, the bundle of entertainment and marketing has been continuously upgraded. “Goddess's New Clothes” is the first time to mix and match the variety show with e-commerce, TV connection online shopping, and star together with fashion designers to achieve a variety of breakthroughs in the combination of commercial and entertainment marketing. And innovation. With the help of the “new clothes” stage, the brand buyer, Inman, has received a lot of attention due to the continued popularity and success of the program, and it has been outstanding in the field of entertainment marketing. As the only original brand of mutual understanding and understanding by the four major buyers, Inman and the new clothes's "original spirit" coincides with each other. Through continuous integration and dissemination, it has become a dark horse leading the fashion trend of art and literature.

The spark of the "Goddess's New Clothes" and e-commerce is precisely the innovation of the entertainment commercialization model, which provides new imagination. Yinying Zhang, Vice President of Public Affairs of Yinma Brand, said that the marriage with “Goddess New Clothes” is another successful project that deepened entertainment marketing after Inman succeeded “You at the Same Desk”. This can be clearly seen in the Man Taobao search and deal index.

Promote the brand upgrade with the best "origin"

For Imman, "Goddess" is a long-awaited opportunity. All the time, Inman's marketing and PR communication focuses on online channels, focusing on interaction with customers, and establishing word-of-mouth communication effects with high-quality products and services. At the same time, it focuses on the layout of social media platforms and devotes itself to promoting content dissemination and word-of-mouth communication. After six years of operation and market cultivation for the “Clothing Artist” literary style, Inman needed a company that could quickly explode the market, further expand its brand influence, and promote brand upgrading.

Zhang Yingchao pointed out: According to past gameplay, it is hard and wide, and bombing at high altitude may cause some concern over a period of time, but this is not what Inman wants to do. The market is no longer the same: First, customer behavior has changed. The rhythm of life is getting faster and faster. The channel for accepting information has undergone tremendous changes. In the past, the hard-to-broad mode of communication was no longer sufficient. Second, the composition of customers has changed. After 80, 90, and 00, this group of main force consumers, they More ideas, more personality, and the focus is not the same. The old gameplay has not been able to keep up with the times. We must innovate a marketing model that meets the development status of Yinman. We believe that it is important to find a “higher point” of high concern to promote brand communication, communication and infiltration.

In the goddess program, the stars show off the “Fashion Classics” in front of the camera. This approach to life is more liked by fans and audiences. The program is also refreshing in terms of packaging. It brings with it a concentrated outbreak of topics and attention during and around the broadcast. It greatly stimulates the image and high level of awareness of Yinman. At the same time, it integrates a team of outstanding domestic and foreign designers to give products to Inman. Bring more fashion design elements to complete the consolidation and breakthrough in brand positioning.

Entertainment is the value of commercial realization

"Goddess's New Clothes" brewed great commercial value in the innovation and integration of variety shows. “When the new clothes were born, the brand grew up and became an integral part of the content and link of the program,” said Zhang Yingxin. “This is what Inman Entertainment has always wanted to achieve. In the past, programs, movies, etc. were produced first. The brand can only be rigidly grafted or implanted, affecting the audience's experience, and the effect is counter-productive.” Zhang Ying’s emphasis: “Inman’s “Goddess of the New Clothes” has realized the natural integration of entertainment, entertainment and business in the entertainment marketing layout. , to achieve seamless integration, audience watching entertainment programs, Imman brand implant and output has been unknowingly, deeply rooted. ”

The depth of the supply chain test

The most direct and hard test for the brand of buyers is the fast-selling supply chain. The quarterly catalog restriction is 1 month ahead of schedule, leaving only two to three weeks for the merchant to complete the mass production of garments. This is not only a huge challenge to Inman but also to the current apparel industry supply chain. It is reported that fast fashion represents the brand ZARA has the world's fastest supply chain system, and its average response speed is also more than 20 days. Tmall revealed that it is difficult to measure brand merchants who want to join the buyer group, and many brands have failed in the supply chain. After many screenings, comprehensive brand influence, corporate strength, brand positioning, and supply chain and other factors, the company finally finalized the buyers of Inman and other brands, and through the full 10-year experience, Inman had a strong supply chain system. Further improved and upgraded.

Fan effect detonates dual 11 warm-up battle

Double 11 is considered to be the biggest shopping festival of the year for e-commerce. "Preparing for Double 11" has become a major proposition for many brands in the second half of the year. The "Goddess of the New Clothes" premiered from August 23 to October 25, and the two-month-long hit brings significant exposure, attention, and direct flow to Inman. The launch of the show, "seeing and buying" mode, has greatly enhanced the audience's sense of interactive participation and become the ultimate interactive marketing experience. On the other hand, the “new clothes” shot by the buyers of each show can be given the corresponding star stage photos, and the fixed makeup photos are used as merchandise maps. The fan effect and restless commercial value caused by this is the advertisement or other. Marketing warm-up