Asian Fashion Opinion Leaders Appear In The Show, Slow Response Prada Finally "Enlightened".

According to the world clothing shoes and hat net, the first row of the Prada 2018 spring summer series of Milan fashion week is the first row of the big show of the Spring Festival series of the Prada Spring Festival in Italy. Beside the position of Anna Wintour, the chief editor of the US Vogue, and the Chiara Ferragni of Italy fashion blogger, the name of Mr. Liang Tao, the Chinese fashion blogger, is clearly written. In addition, the brand also invites Philippines fashion blogger BryanBoy, Hongkong Fashion Stylist (Tina Leung), Korean model Irene Kim and Singapore designer, etc.

Opinion leaders.

The seating arrangement of Prada shows that brands are striving to reverse the sluggish performance through digital pformation, though competitors such as Gucci have long been successful in promoting sales growth through digital pformation.

In the second quarter of 2017, Gucci online sales increased by more than 60% over the same period last year.

For luxury brands, the importance of Chinese consumers who contribute the world's 1/3 sales volume is self-evident.

More importantly, China's luxury consumers are younger than other markets, and the influence of popular fashion bloggers should not be underestimated.

Prada is working hard to catch up with Louis Vuitton, Fendi and

Coach and other brands have already taken the lead in cooperation with bloggers and net red who can attract the younger generation of consumers in Asia.

Chiara Tosato, global digital director who took office in March, has said that the brand will continue to drive global online sales growth.

At present, Prada has launched an e-commerce platform in Europe and the United States. It will expand to key markets such as China, Korea, Japan, Australia and Russia in the year, and will further cover the Middle East and Latin America in 2018.

In the first half of 2017, sales in the Prada China market were outstanding, which increased by 5.2% to 302 million euros compared with the same period last year, but the net profit of the whole world dropped 18.4% to 115 million 700 thousand euros compared with the same period last year - the net profit decline of 15.8% over the 2016 fiscal year, the lowest since 2011.

Meanwhile, Gucci sales increased by 45.4% to 2 billion 833 million euros over the same period.

Micro-blog's data analysis shows that Prada is far less than Coach, Gucci and Louis Vuitton in terms of celebrity collaboration and online endorsement.

Prada brand official Bo has 310 thousand fans, only 1/10 of Coach (3 million 50 thousand).

Unlike other luxury brands, Prada has been avoiding the launch of limited capsule series with opinion leaders.

On the contrary, Coach partners have been expanded to "potential future stars", and the brand is discussing cooperation with a less well-known young rap band in China.

Coach spokesman said: "digital power is the key to our global reform plan.

We have been making use of social platforms in a more innovative way.

(collaborating with celebrities like Tang Yan and Xu Weizhou) is one of the ways we work with our opinion leaders to build emotional ties with our customers.

The slow response Prada finally "enlightened", launched a guerrilla shop focused on the Asian market, strengthened digital construction, and cooperated with the opinion leaders everywhere. However, in order not to dilute the brand, Prada was not too keen on launching the joint series.

In addition to the slow progress of digital pformation,

There are still many problems, such as opening too many stores, ignoring high profit margins, etc.

In fact, e-commerce platform can not solve too many stores, consumers feel (brand) cooperation is not attractive, and other issues, online buyers may be more changeable.

Prada hopes that by the end of 2018, including online sales of e-commerce partners, online sales increased by 5% over the same period last year.

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