Alexander Wang在自己的instargram上大秀出sold out兩個字在11/7，也就是開賣後的第二天，象徵著自己與H&M合作是個空前大勝利。這場長達七個月精心策畫的勝利，不但讓我們再次見識到王創意大膽又獨樹一格的行銷能力，同時看到他操縱人心、昇華買氣的個人魔力。 Wang was the right designer at the right time, 他簡單且即具紐約運動風格的創作風格正好搭上的近幾年的時尚運動風。而他每一步的行銷策略也抓準了時間點，在對的時間和對的場合選用的對的宣傳者，準確度驚人，引人入勝。這次王與H&M的合作並不是只是為了利潤，企圖增加品牌知名度及開拓海外市場才是這次合作的主要目的，而王大仁與h&m皆達到了目的，雙贏的勝利。
"Sold out" appeared on Alexander Wang’s Instagram on Novermber 7th, the day after it was on sale, symbolizing that his collaboration with H&M, a global Swedish retailer, is an unprecedented victory. The seven months of planning, not only verified Wang’s creative and bold marketing strategies, but also witnessed H&M’s ambition for international expansion. Every move of their promotion was brought out by perfect ambassadors, on perfect time, and in perfect places, easily gaining popularity.
H&M’s 2014 growth target was to increase more stores in China and the U.S. and introduce new sportswear lines to customers. Alexander Wang was definitely the right designer at that time. Wang is the fashion darling in the U.S. market. Both his urban-chic NY label and his unique personal charm drive customers crazy. His downtown cool and sporty design also happened to line up with H&M’s tactic of “Athleisure”, attracting more customers’ attention to H&M’s sportswear line. Choosing Wang as the first American designer to team up with H&M in their high-low limited collection also showed their sincerity and friendliness to the U.S. clients, making this European retailer more acceptable to them.
Like everyone expected, Alexander Wang brought a huge success to Alexander Wang x H&M runway debut in New York, creating purchase requisition, social media buzz and frenzy from the entire world. The show began with the sexiest “Special Forces” assembled by Soccer player Andy Carroll and kickboxer Rivaldino dos Santosstar. Real athletes made things even more authentic. Models like Joan Smalls, Raquel Zimmermann etc. also established the images of heroine. Finally, Missy Elliot’s surprising performance turned the show into a real party. Wang successfully expressed his multi-dimensional design that can be worn on the street, in the gym, and at the club.
Using Instagram as their Internet strategy also made them in the vanguard of promotion. Just like Wang said at SCAD Style, “we have an Instagram account for 2 years, but I want to wait to the right opportunity to do something different.” Wang used the surprising announcement video at Coachella as a platform to give the first grasp of his Instagram. He also cleverly chose Rihanna as one of the first to wear the collection and strategically reposted the outfit from her account. Fans could even immerse in the NY debut through models’ real-time backstage post on Instagram. Numbers of first peeks of this collection arrived through the media. It not only provided free advertisement but also made customers more curious and feel more fascinated.
A top icon brand as Alexander Wang with an H&M price was a smart strategy for China’s market expansion. Due to China’s lower exposure to foreign retailers, H&M easily built up "fast fashion but affordable" brand image to China’s masses. Unlike most American brand tending to be U.S. oriented, Wang also extraordinarily went international. With his Chinese-American designer’s root, he has well positioned as an inspiration to the young Chinese. Their launch party in Shanghai featuring Bing-Bing Fan, a Chinese super fashion icon, and Korean top girls group 2NE1, again, brought his brand to lofty position in Asia. After all, this remarkable collaboration was less about boosting sales for profit, but more about generating media noise to renew or create attention globally. And I believe both Wang and H&M won in this game.
Written by/Chen-Huan,Li AKA me <3
Written by/Chen-Huan,Li AKA me <3
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