In a new trend for luxury and fashion brands, we are seeing them adopt the role of news providers.
Vogue has become active on becoming a fashion news channel online and through digital platforms. Recently, the publishing house partnered with fashion icon Alexa Chung to create the online documentary series “The Future of Fashion” as part of a Vogue Video offer. Following the organic success of video site Vice, Vogue is positioning itself as the broadcast sheet of fashion news and trends.
Initially, the news feed will be delivered as a Whatsapp group. In Vogue’s words “Joining our group means we’ll message you as soon as the creative director of Dior is announced, or the Chanel catwalk pictures go live, or the Oscars dresses land on the site: no more scouring Twitter or relying on tabloids for your latest fashion fix.”
What followers are currently seeing are daily updates such as
- “JUST IN: See every look from this morning’s Chloé AW16 show here: LINK”
- “JUST IN: See the Balmain #AW16 show – complete with corsets and model hair colour swaps LINK”
- “Introducing British Vogue’s April 2016 cover girl – Rihanna: LINK”
This is just what China’s fashion followers are looking for.
Recently, Resonance’s SMART team spent time interviewing fashion enthusiasts in different parts of China – both women and men. A key focus of our research was to understand how consumers engaged with fashion and fashion brands online. The answer – they do, all the time, all day, all night, multi-tasking the whole time.
The thirst for information on fashion is insatiable here, consistent across different types of cities and locations. Fashion news is seen as an essential way to lead a WeChat discussion, by messaging the latest show, collection, or deal to your friend group.
Vogue – get this news feed on WeChat soon!
Your Chinese consumers will love you for it.
SOURCE CONSULTED – www.fashionandmash.com