When Burberry Starts "Hip-Hop", Variety Marketing Is Not Impossible.

British luxury brand Burberry and this! It's hip hop 3.

After replacing the new designer Riccardo Tisci in 2018, it changed the brand printing and launched the B Series series. On the younger Road, the "hurricane" Burberry will be in the form of short live video content output, offline flash cooperation and online venue interaction this year. It's hip-hop 3.

On the one hand, the move is seen as a reflection of Burberry's ambitions combined with current culture and young consumers. On the other hand, it also proves that the commercial value of the variety show is rising, which can meet the needs of luxury brands' entertainment marketing in the Chinese market.

In fact, although Burberry is the first luxury brand to directly associate itself with domestic variety shows, in the past few years, fashion brands including light luxury, fast fashion, national tide and sports brand have gradually regarded the variety as an important part of entertainment marketing.

Compared with popular consumer goods that rely on variety shows, why do fashion brands also appreciate variety shows?

With the rise of national tide variety, fashion brands are no longer taboo.

Talking about the cooperation between fashion brands and variety shows, "fashion goods with variety" is the most direct choice of fashion brands.

At the end of last year, the trend partners invited Wu Yifan, Angelababy, Angela Baby, Willber Pan, Zhao Jiming and Fawkes to jointly set up FOURTRY, a limited time shop in Tokyo, Japan, thus creating a new fashion brand fashion variety.

According to the program mode of Chao card sales, before the shop opened, the trend partners and other brands and designers including Hua Fei, KIKC, SMFK, Hui Li, inXX, 1807, chemical products and Chen Peng made up more than 270 exclusive joint products in advance, covering categories of clothing, accessories, perfume, bags and so on.

In addition to the program, Iqiyi opened the "FOURTRY timed experience shop" in Shanghai, selling the fashion items in the program, launching the limited amount of "FOURTRY" LOGO tide T and Christmas Day customized Christmas sungreen BOX color Hoodie on the opening day and Christmas day respectively, and two commercial items were sold out within a few hours after the shelves.

On the Internet, Austrian buyers are also buying APP as a strategic partner of FOURTRY and selling jointly to the trend brand FOURTRY of the program development.

By the end of this year, bringing the variety of goods to Beijing is a new category that will be ready to take advantage of the live broadcast of goods. According to the various products and videos of the former major platforms and satellite TV companies, including the "I am waiting for you in the Summer Palace" by Beijing satellite TV, the "China Village broadcast conference" by Iqiyi TV, "I am a cargo official", Youku's "salted fish shop", "Hi leather Fairy" and "flower". The 15 stalls "flower shopping" are on the way.

But it is not difficult to find that in the list of goods with variety, the popular consumer goods, including those with beautiful makeup, are still the mainstream of the art.

Indirect cooperation is also carried out.

Reviewing past art sponsors, we can see that fashion brands have experienced a long history of variety marketing on the waterline.

Back in 2016, Super Girls returned to Xi'an. Its "singing District of Xi'an and Harbin singing district" reached a strategic cooperation with the fashion business "dream bazaar". In addition to giving the brand exposure, the first attempt was to try out new marketing contents such as fan interaction and social media support.

Earlier, local fashion brands also favored variety marketing. The national clothing brand Hai Lan's family has sponsored the first, second, third season of running brothers, and the third season of the strongest brain. Metersbonwe has celebrated the second season by naming Iqiyi network ensemble, and specially developed 70 "Chao Fu" series of clothing for the program, and trained "wonderful flowers to match people".

It can be said that the early brand entertainment marketing pays more attention to creating brand image in the program, and tends to the variety show with high national heat.

But with the trend of Chinese hip-hop, the hot blood Dance Troupe and the street dance, the fashion culture is closely related to the younger generation, and the fashion brand has a new goal of entertainment marketing.

From the earliest "hip-hop" in China, the program from tutor Wu Yifan, hot dog to player TT, Jony J, the same tide brand shoes and clothing has become the hidden economy of the program, such as black toe Air Jordan 1 "Black Toe" and some other shoes with high appearance rate, the price is rising, and the selling price of the market has surged from the original 2000 yuan to more than 4000 yuan.

This also allows more fashion brands to see the great potential for variety shows in Fashion Marketing under the new entertainment market.

Take Jingdong's "FANBOX" trend community and the second quarter of tomorrow's cooperation as an example.

According to Tencent and AdMaster jointly released the "young insight white paper": 13 to 24 years old young group is the main force of entertainment consumption, among which, music variety is ranked third among young group entertainment activities interest index, and the market potential is endless. According to the relevant data in the first quarter of tomorrow's children, more than 60% of users under 24 years old. Among the users who support the popularity, the proportion of users under 24 is 86%.

As a result, in the second quarter of tomorrow's son, Jingdong has contracted almost all the costumes and products of the program with the official "exclusive designated electricity supplier".

The Losangeles clothing brand Bebe leads its 2018 spring summer series cross-border cooperation "hot blood Dance Troupe". In the program, the brand is not only for the players to provide some clothing, to record the contestants to shop to select the entry costumes, but also to create the concept of "Super Idol Super Dance Crew".

The sportswear brand will force the variety market earlier, but in the name of "National Day" and other national variety, in recent years, young customers will also be regarded as the "main battlefield".

In 2018, the US footwear brand SKECHERS was the first to sponsor "idols", and provided online brand entertainment shoes for the athletes. Under the same line, the activities of the idols were also tried. Then the brand sponsored Tencent's creative camp 2019 and Youku's name of the group.

Sports brand New Balance became the official exclusive sports brand of youthful you last year. It provides trainees with training rooms for training rooms and New Balance 997H series sports shoes for the trainees.

By this year, the sponsor of "youth has you 2" has changed from New Balance to Nike, and D, such as zzit, GENTLE MONSTER, Logitech and so on, has adopted the mode of competition system with "youthful you 2", and the brand name joint product that can be unlocked by all producers through the help of "grain", and will be sent to trainees as gifts. "Creative camp 2020" is directly selected by PUMA.

The test of fashion brands has become more daring.

What will entertainment marketing bring to fashion brands with variety as the new port?

However, what is the effect of fashion brand marketing on clothing and shoes, compared to the ability of carrying out mass consumer goods?

We might as well look at the marketing data of SKECHERS.

During its sponsorship of "creative camp 2019", the brand launched the same contestants synchronously at the store and sold very well. After the publication of the financial results of the year, the brand also said it had achieved an innovative and emotional implantation mode in "creative camp 2019", which effectively promoted the sales performance of SKECHERS clothing products. Therefore, in the second quarter of 2019, the brand sales reached 1 billion 259 million dollars, net income 75 million dollars, and net profit increased by 66% over the same period.

And according to the recently released report on the consumption trend of young people in the post epidemic era released by Lok sing Research Institute, with the development of the epidemic, the new youth represented by 95 are becoming the main consumers of consumption. They have a small economic burden, are keen on online shopping, and pursue the quality of life. At this stage, the desire for consumption is strongest.

The variety shows and fashion brands that attract audiences like this are just the same as the audiences.

However, at the moment, fashion brands, especially light luxury and luxury brands, are more cautious in variety marketing, apart from the show of goods and their competitive sports.

On the one hand, in the variety show dominated by celebrities, the flow star's own endorsement brand can easily compete with the sponsoring brands of the program, such as the PUMA of Lu Han's endorsement, Adidas, which is often spoken by two people in the recorded programs.

On the other hand, compared with fast fashion and sports brand, light luxury and luxury brands have been exploring various young technologies in recent years. However, the luxury and noble tonal quality of luxury brands rooted in foreign markets, to a large extent, limit their form innovation in entertainment marketing.

This point, from the early LV in the little red book test live broadcast is Tucao and can see, want more high-end luxury brands to cross variety show and even more extensive entertainment marketing this step, in fact, still need to explore more can meet the brand tunability and bring certain transformation of the new mode, now it seems that Burberry will take the lead in this step.