How Can Fashion Luxury Brands Avoid Consumers' "Loathing"?

According to the world clothing shoes and hats net, the first West from 1979.

Cards enter China

After nearly 40 years of development, Chinese consumers gradually failed to understand and admire the luxury goods, and gradually returned to reason. China's luxury market has also shifted from the explosive growth to the normal stage of development.

Chinese consumers are becoming more mature and international.

Luxury brands are also shifting from the territory to the deep tillage. More and more brands are aware of the importance of the customers in the Chinese market for many years. They are investing their efforts to optimize the maintenance and service of the existing brand customers.

In the past, all kinds of fresh marketing offensive helped the brand get a lot of eyeballs and even fans.

But after the initial completion of market education, the brand must also think more seriously, how to avoid consumers' "new and old" and how to manage the existing customers.

Take the luxury luxury brand MICHAEL KORS as an example. Recently, the brand launched WeChat service small program, trying to increase the attention to the details of daily operation to help the brand enhance the stickiness of the existing fans, enhance brand loyalty and service quality, and ultimately, these directly affect the brand influence and brand sales conversion rate.

MICHAEL KORS has been in a strong position in digital innovation, and became the first brand to advertise on Instagram in 2013.

The Asian market led by China is one of the most important development markets of MICHAEL KORS. Last year, the sales volume of the brand mainland region reached 1 billion 400 million yuan, and its total sales increased by 62% compared with that of last year.

In 2014, MICHAEL KORS first brought special interaction with WeChat to make personalized All Access Kors images by uploading photos.

In 2016, during the Spring Festival of monkey year, we launched the #MonkeyAround# sticker competition with the domestic photo social software "in".

In October 2016, through the production of H5 interactive pages, consumers were allowed to participate in making their own "I 'm a Slash" posters.

This MICHAEL KORS fully applies WeChat applet to member services, and is the first in fashion luxury industry.

MICHAEL KORS's China market

The global department stores and the whole retail industry remain weak, and China's fashion consumer market is still hot.

In the first quarter of this fiscal year, sales of MICHAEL KORS in the Americas and Europe decreased by 8.2% and 10.2% compared to the same period last year, and sales in Asia alone increased by 60.2% over the same period last year.

It is not difficult to understand the importance of fashion luxury brands such as MICHAEL KORS to Asia, especially China's important potential market.

After a period of downturn in stock prices and facing a major challenge from the integration of the newly acquired British luxury shoe brand Jimmy Choo, MICHAEL KORS chairman and CEO John D. Idol disclosed a strategic plan called Runway 2020 this year, saying that it would close more stores and reduce wholesale channels, so as to reverse the company's current performance and enhance its competitiveness in the field of fashion innovation by improving product innovation, brand participation and customer experience.

It is estimated that the 2017/2018 fiscal year will cost about $200 million to open new stores and renovate retail outlets for improvement and information systems.

According to this strategic plan, the product innovation of Michael Kors is progressing steadily. Idol suggests that the company will launch a new perfume called Sexy Ruby in the autumn.

This is also another category development of MICHAEL KORS after launching women's clothing, men's sportswear, shoes, men's leather goods and ACCESS smart watches.

At the same time, the WeChat applet can be seen as the input and innovation of brand participation and customer experience, as well as the improvement of information system in the company's Runway 2020 strategic plan.

The battle of user experience of fashion luxury brands

In recent years, fashion and luxury brands are trying to improve their experience from many aspects, such as store design, customer experience, marketing interaction, membership management and so on.

Store design

In 2015, Ralph Lauren launched the smart fitting room at the flagship store in Fifth Avenue, New York. Customers can change the lighting in the room, require different sizes of clothes, browse other items in the store, or interact with sales assistants through the mirror.

At the same time, the mirror is also proficient in English, Italian, Portuguese, Spanish, Chinese and Japanese 5 door language.

customer experience

Patek Philippe yuan Di is a customer experience place similar to Patek Philippe salon in Geneva. Because of its importance to the Chinese market, Patek Philippe has opened two "Yuan Di" in China, which are located in Beijing and Shanghai, and regularly organize small theme exhibition and seminars. By providing more consumptive experience and maintenance services, Patek Philippe improves brand loyalty and service quality.

Marketing interaction

Last October, Gucci launched the Gucci Rooms 4, the creative director Alessandro Michele Alessandro invited 4 artists to design the virtual reality space for the exhibition hall, and launched a micro website to facilitate visitors to explore the four showrooms in computer games.

Each exhibition room is equipped with Gucci, new products, etc., to display brand culture, and further enhance people's awareness of brand logo.

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Membership management

MICHAEL KORS just launched WeChat small program is mainly based on member services, by WeChat small program lighter, convenient and smooth use experience, to upgrade the experience of brand members.

When the official online boutiques were launched on October last year, MICHAEL KORS realized the comprehensive access to members' data and courtesy on line and online. The WeChat Mini program will provide services such as membership courtesy, shopping records, after-sale maintenance, store information and so on to provide better service experience for brand members.

How can the brand maintain and serve the existing customers efficiently?

The registration and management system of members is no longer a card that is handed over to the customers in the store. Today, most of the consumers' life scenes are concentrated on the Internet, especially the social media platform.

According to the 2017 WeChat user & Ecology Research Report, as of December 2016, WeChat has a total of 889 million monthly live users worldwide. The huge number of active users has attracted the attention of fashion luxury brands.

According to L2's survey data, 92% of the 93 fashion, jewellery and wrist watch brands that have entered the Chinese market in 2016 have opened WeChat public numbers.

Although many media have indicated that the opening rate and activity of WeChat public have declined, some WeChat brands, which have service and sales function, have maintained considerable activity.

Since 2015, MICHAEL KORS has carried out two digital reform and upgrading of member platforms.

After the first launch of the WeChat member service platform in January 2015, the 2 version of the platform was introduced in April 2016, which brings 360 customers a full range of shopping and after-sale experience to the customers in the Greater China.

The launch and release of the WeChat applet can be said to be the 3 version of the platform; and after the small program is launched, the original related member service modules in the public address will be directly pferred to the small program.

Based on the experience of improving the convenient member service experience, MICHAEL KORS China responsible person told reporters that about 90% of the consumers who had bought branded products on the store or online were registered, and the activity was very good. Taking the customer courtesy function of the member center as an example, the proportion of the overall courtesy of consumers to online or offline stores was more than 50%.

At the same time, since the launch of brand online boutiques in October last year, sales have rapidly reached the industry average and exceeded the original expectations of the brand.

Therefore, after more than 2 and a half years' operation, MICHAEL KORS has made an important decision to continue to build a brand WeChat ecosystem based on the positive feedback from WeChat public's user stickiness and activity. It has upgraded its membership system with WeChat's small program as its carrier.

And this initiative has once again demonstrated that MICHAEL KORS has never stopped its digital innovation process, and constantly combined with the technological innovations derived from the new retail environment to create a better brand experience for customers.

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