Prada also joined the drop mode
Luxury brands have begun to adopt the drop-style new style from the street fashion brand, the most recent one is Prada.
In 2018, Prada re-launched the sports line Prada Linea Rossa in the 1990s. On May 22nd, the first batch of the line opened an online store, but not on their own official website, but on the street trend website Highsnobiety .
The so-called drop mode refers to the sale of only a small number of single items at a time, with a short sales period and a small number. This sales model was originally determined by the cost structure and audience size of street brands, but after being taken away by luxury brands, More has become a limited hunger marketing. The first thing to do is Burberry. From October 2018, every month on the 17th, it sells items on Instagram, WeChat and other channels. Sometimes it sells just a baseball bat.
Due to the limited number of items, the drop-type offering needs to choose the right new channel. According to the official website's release information, Prada's sports branch will not appear in various physical retail channels and buyers until September. This online store that appears on Highsnobiety is the first launch. For each other, such cooperation is the first time.
Highsnobiety was originally a trend blog created by Swiss David Fischer in Berlin in 2005. Up to now, this website for making music, art, fashion and cultural content has more than 9 million unique visits per month, and in 2018 Raised the first round of $8.5 million in financing, which will be used to develop content for the branded customers, the event business, and the new e-commerce sector.
The home page of the Highsnobiety Shop is different from the e-commerce that you usually see, more like a calendar. The unreleased release series has been mosaic. A few days before the release of Prada Linea Rossa, a Banner ad showing a countdown has been hanging on top of the trend media site.
In the meantime, the contents of Prada also appeared on the website, the origin of the brand and the hip-hop community, the internal cruise of the brand Italian factory, the oral video of the designers talking about inspiration, these edited stories (soft wide) Flood them before the user actually buys them.
David Fischer is currently interviewing everywhere to promote their new business. He said to The drum and BoF that they will keep the e-commerce team and the brand cooperation team isolated. "We don't want e-commerce revenues to erode advertising revenue. And we want to make sure that we have only the best products in the world."
If you care about the price, the price of a pair of socks in the Prada line is $210. Fischer said that they were able to convince Prada to become the first partner of the e-commerce business because luxury brands now want to reach young male consumers. “We can provide them with this closed loop, not only talking about their products, but also providing them with sales channels.”
Luxury brands are now having difficulty finding the right space, or losing the ability to tell the story of their products in the digital world. Drop-style new just changed the way to sell clothes, and further cooperation with vertical media seems to be a more convenient option.
The only problem is that the media – or the future of the selected e-commerce itself – has control over taste. After selling dozens of hoodies and jackets for a dozen brands, can luxury brands claim to be scarce?
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