"Well, it's a whole new way to play, but it's very interesting, and I wonder why no other big name thought of following it first. While dragging the natal picture pack to download, Jon quickly read the event introduction on the official website, and she wondered curiously, "Is China's economy really as good as the report says?" J.J talked in the interview that he is very optimistic about the future of the Chinese film market, which should be built on the rapid development of China's economy?—— not to mention anything else, at least this official website has thrown off the brands in Europe and the United States - even the counters are still a little less. ”

Of course, in 2009, each mass luxury product has gradually had its own official website, in addition to those cold jewelry and top famous cars, and stubbornly only a simple official website, various brands are also gradually trying to put advertising films and some brand profiles, store information on the Internet, for customers to query. However, this is not comparable to the maturity of the official website of [rhyme], of course, Jon found that everything he wanted to know could be found on the official website: the video of the big show, the new model of this season, the online mall, the trial video, and of course, the counter information, the return policy, etc., etc., it can be said that this is like a beautiful 6pm, even better than done, not only the advanced page art, but also some intimate features, all of which she wants very much, and other shopping sites can't provide it.

For example, this try-on video, without it, Jon didn't think she would have this need, but in the past hour, she has watched more than a dozen try-on videos as if she was fascinated, and she couldn't help but look at any grassy style, and she couldn't tell what her psychology was, but it was the soft and bright lights in this video, the smiling models, the casual staff, and the atmosphere of life revealed in the professional atmosphere that made her watch it with relish, and even had the feeling of watching a reality show. And in such a mood, these clothes look particularly attractive, and then go to those websites without videos, I feel bored. What can a picture provide? The materials, the workmanship, and the details she wants to know are completely invisible, but it still moves well, and it's basically like going to the mall. - Think about it carefully, maybe even better than the shopping mall, after all, most of the high-end shopping malls rely on the commission to eat, who receives first, the guest is even whose performance, so they stare at the guests very tightly, the guests also fully understand the opportunity cost they bear, in a 'gentle and frugal' society, customers into the shopping mall to try not to buy, is to bear a strong psychological pressure, and even if you want to buy the desire to go in, when there is no clear goal, with a shopping guide hanging out is also very oppressive. Maybe this kind of social pressure has become accustomed to Jon's elder generation, but children don't think so, and they naturally begin to have preferences when they have choices, everything is so convenient on the Internet, why do you have to go to the mall to 'sit on pins and needles'?

Even if she may still want to go to the mall to try it out and buy it in the end (this is also because the clothes are more expensive, if it is very cheap, you can just start it), Jon also likes the presentation of this official website, at least she can save the process of choosing in the mall, and have a clear direction in advance, this official website has too many details to make her feel comfortable, just like an Apple mobile phone, it feels like it is completely creating demand, hitting the pain point, before it appears, users themselves really don't realize that they still have these needs.

"Especially for luxury brands, in general, they tend to be more conservative. In the United States, what new features are generally launched by mass shopping websites, and then popularized to high-end brand websites, but in China, it is reversed, and luxury brands invent new functions...... It gives people a vibrant feeling, and it seems that, like other industries, the fashion industry is also developing rapidly in China. Jon quickly came to his own conclusion, and although the positioning was close to mass luxury, the temperament was very young and the spirit of Silicon Valley was more and more impressive. "But I wonder if online shopping in China is the same as ours, receiving express delivery is super troublesome, and it will take a long, long time......"

Compared with the uncertainty of waiting for the express delivery, and the super high loss rate of the express delivery, she would rather go to the mall to try on, but in addition, this official website is still perfect for Jon, so she has a deeper impression of the brand, and is determined to watch the live show that day- To be honest, she was also very excited about seeing and buying, Jon didn't mean that she couldn't afford to buy clothes, her mother could also get the clothing catalog of the season, but it was not to the extent that she could wear the show in advance, even if she could buy the show style, half a year had passed by the time she could buy it, how could she remember? No matter how deep the desire was, it didn't last for more than half a year, this new model also made her feel very comfortable, and she unconsciously had another layer of good impression of the brand.

"It's a brand that J.J appreciates, well, speaking of which, it seems that I saw a girl at the opera house before, that is, the girl who wore a beautiful dress, listening to her chatting with friends, the dress she wore was also [rhyme]. ”

Jon was so impressed by the beautiful little crystal dress that she saw a blonde girl wearing it, as cute as a doll, and if she hadn't heard their small talk, she would have gone up and asked herself - unfortunately, J.J. probably hadn't noticed the dress, and if she did, Jon thought it would be all over the internet, even redder than Bloody T. Instead of being like now, although the skirt is beautiful, the discussion on the Internet is not very high, and it is being worn. For her, who already has a good impression and wants to buy a few pieces of clothing, this is somewhat of a shortcoming.

Well, speaking of which, this is the only thing missing from the official website, which does not provide evidence to prove the value of your brand...... But then again, there aren't too many company websites that list this - but at this price, ......"

European and American customers are accustomed to supporting genuine products, but it does not mean that they will be generous to the items they fancy without consideration, this kind of pricing close to mass luxury goods - unlike T-shirts, a skirt of more than 1200 dollars, is already very luxurious, customers also have to take into account the value and positioning of the brand itself: just like Burberry, once became a British gangster, gangster sought after brand, normal consumers will be a little more hesitant, and even lose because of this, this is the brand image is affected, the positioning began to deviate proof. There are also some brands that are also recognized as not worth buying regular-priced goods, or the high-end line does not do well with the sub-brand, and there is no difference between the S line and the specialty store line......

The formation of these impressions is a complex process, involving advertising and marketing, consumer psychology and competitive strategies, and it is also a fragmented and long-term judgment process for consumers, such as the placement of advertisements, the design and texture of advertising screens, brand slogans, the pricing of [rhyme] - as well as the number of fashion magazine covers, the reputation and response of the fashion industry itself, and for the new generation of customers, they also value itgirls' reviews and recommendations...... These scattered elements end up with a vague sense of the brand: is the dress worth $1,200? It won't be rude to wear it to important occasions, right? Is it value-added enough? Does it give the wearer enough recognition?

There are so many considerations, many of which have nothing to do with clothes, but the price of $1,200 is also destined to bear this heavy consideration, Jon is a good example, she already has a good impression of the brand, but is $1,200 a good price? Is this dress worth it? She felt that she had no way to judge, because so far, [Yun] had barely been in any fashion magazine—at least, not except for Bloody T.

Of course, not every brand can frequently appear in magazines and occupy special pages for interviews, and if the magazines are all about these contents, they will not sell out for a long time. Jon's idea of being in the magazine means that the clothing itself becomes part of the model's hard photos and magazine content: in fact, this is similar to itgirl's personal blog, finding a theme, collecting the new styles of the season to do some collocation, listing brands and prices, basically soft advertising, but it is not without guidance for the trend of the season and the matching of single items, so there is no shortage of audiences, as for the text content, there are too few people who will care.

So, how to judge the value of the brand from the magazine? A very simple criterion, taking "Voyage" as an example, there is no doubt that it must be the absolute big names that can be on the cover - LV, Gucci, Dior...... And so the blue-blood brands have dominated the cover models all year round, Jon secretly thought, they should be paid for this, in exchange for advertising, of course, this also ensures the style of the magazine itself.

The stars interviewed on the cover are generally wearing brands with cover photos, and at most the items have some other brand combinations, which can be noted here: editors almost never use second-tier brands to do cover matches for first-tier brands, and models wearing Valentino coats will not take a coach bag. So the brand names that will appear here should also be big brands, or at least the high-end lines of this big brand. Looking at these pages, the common names and styles can be trusted, and they belong to high-end brands that can support the scene and will not be rude even if they go to the world's top occasions.

After this kind of special article, it is the editor's own selection of topics and plans, general second-tier luxury brands, The second-line sub-brand, the frequency of occurrence here will increase greatly, and it is not uncommon to mix and match, but in general, the price of a single item should be roughly the same, and sometimes there will be big-name jewelry, such as Lanvin's sweater with I's pants, and then the necklace of the season, the necklace color is exaggerated, probably a little more expensive than sweaters and pants: this kind of luxury entry jewelry basically has no collection value, that is, it is used with the season, so it will be cheaper.

This strategy is very mature, and for readers like Jon, they don't have much jewelry to pursue, and the occasion is not suitable for dressing up too much, so the necklace can be removed and easily planted with the grass of clothing, but some young ladies will feel that it is more fashionable to add a necklace and happily buy a similar model. It can be said that the multi-faceted requirements are taken care of to the greatest extent, and the positioning of the brand by the magazine can also be seen from these collocations. In addition, there are also a lot of mysteries in the page number arrangement of the magazine, and in general, the more garbage content there is, the more down-to-earth the theme of the plan becomes, which means that the brand is becoming more and more popular.

For example, the bloody hand T-bar, more than 200 knives, was in the back of the entire magazine, as an outfit for a certain "Fashion Guide This Autumn" - not a full top, just an inner layer. This shows its position in the hearts of editors, of course, it is a not very expensive trend, and it has risen very suddenly, and the fact that it appeared in the magazine two months later already shows that the editors appreciate it. However, this does not help to improve the compulsion of [rhyme], and this rare appearance also fully shows that this brand is niche, a real first-line brand, that appears frequently is not covered, from handbags to shoes, accessories to clothes, and even diamond jewelry, beauty and skin care and other pages have appeared, which are also good choices. 'High frequency, large layout, and the number of pages at the top', what can meet these three criteria is the real first-line brand, its skirt, not to mention 1200 dollars, 3000 dollars should be, this price Jon has to snicker when he buys it - the workmanship of the crystal skirt, it is used as a high-end entry in other brands, and it may not be possible to shoot 10,000 dollars.

Therefore, a skirt costs 1200 dollars, which can be regarded as cost-effective, and it is not expensive in itself, but Jon minds that she is not sure where the brand is located - Toryburch is also a brand she likes very much, and there are one or two thousand skirts, but she doesn't buy it very much, because she rarely sees it in the first half of the magazine, and more in the second half of the book, it appears in the basic model. - Then she will definitely buy her family's basic ballet shoes, and put the brand in this 300-500 dollar range, anything above this price, she will feel that the added value is not worth the price, she will buy the tory's shirts and trousers, summer dresses...... But the investment is large, and you can wear a coat or windbreaker for many years...... She's still going to buy a Burberry.

So, where is the landing point of [rhyme]?

Looking at the official website, there are two prices, the bloody hand T is the price of the trendy brand, and the dress is the second-tier luxury, so the self-positioning of the brand is actually divided into two lines, of course, all brands are like this, they all want to seize a large number of markets, and Jon wants to know, in the market, the public, the authority ...... No matter what it is, anyway, in the eyes of others, is the main base of [Yun] a commercial fashion brand or a second-tier luxury product?

"Well, it would be nice if there were domestic media covering their show this time, and the magazine might have to wait, but the website could make some comments first. Although he is still using magazines as a forced standard, Jon has unconsciously become more inclined and accustomed to websites - doesn't it seem ridiculous that a show of see and buy now has to wait for a month or so to see the reviews of the media? "Amy Spear's taste has always been trustworthy...... Hee-hee, she's always liked J.J., which says a lot about her vision. Maybe, I should leave her a message? She may not be able to go to the show, but as long as she has the Internet, she can see the show. ”

[Amy, I'm a fan of yours and have been following your blog very much, I want to take the liberty of asking you a question, have you ever heard of the brand 'Yun'? It was acquired by GA some time ago, and there will be a fashion show in Seoul next, and we can also see ...... on the Internet at the same time]

While typing the message quickly, she sighed a little sadly, "Alas, how good it would be if J.J had a blog, if she was willing to wear that dress, I would have bought it immediately, how could I care if ......it was worth it?"

[And we can also see it on the Internet at the same time, this is the website address, if you are interested, please be sure to see it, and then give me some comments, I rely on your opinion very much......]

Amy Spell scratched through the message that had just been released, quickly read the message, and quickly squeezed out a smile again, and greeted a familiar face on the way, "Hi Mandy, see you again." ”

Mandypark was radiant and exchanged pleasantries with her for a while, and as soon as she walked away, several friends gathered around, "She has been in New York significantly longer this year than in previous years. ”

"I really want to know how buyers in the Asia Pacific region can do their jobs without being in Asia. ”

"Oh, dear guys, don't be so mean – maybe that's the problem, there aren't enough brands in Asia for her to work for, so she has to stay in New York. ”

Fashion parties are like this, smiling in front of people, but as soon as they turn around, they start whispering: Does someone have hyaluronic acid, whose nose is obviously implanted? Lately, everyone has been flattering xx models, no doubt because he slept with a well-known designer - really? But doesn't that designer already have a regular partner?—— don't you know? Don't look at the husband and wife's good media publicity, it has always been, but in private it has always been a separate game......

Like the entertainment industry, your popularity in the fashion industry is mainly determined by status, who you associate with and who you are friends with, mainly depends on how many connections and authority you have in this circle, and many of these disputes come from the inconsistency of the two parties' perception of strength. Just like Mandypark, she has always been a marginal figure in this circle, usually interacting with fashion bloggers, and their goal is mainly to 'mix' into this kind of fashion event, take a few photos with the edge, and most importantly, be captured by reporters, and be able to appear on the news page of the website and become a part of the news "Attend the Hermes spring party and wear the new style of the season".

Of course, if you are the child of a rich family, the social circle will definitely be more advanced, but the wealth here does not refer to the usual wealth, how can the family also have the historical heritage and value of Paris Hilton, in order to talk and laugh with celebrities, big buyers, fashion directors, and senior editors, although the little bloggers are not worried about money - even if they originally became popular by the ingenuity of civilian clothing, and when they were mixed to the identity of being able to participate in the party, in addition to the first-line big names, they rarely need to spend money on clothes - But the family is not famous, and it can't buy more than 1 million a year...... So what qualifications do you have to be friends with these players at the top of the food chain? It's just worthy of being a buyer in a big area where Mandy is cold, and the whole job is dispensable, and it's completely dependent on administrative ability to mingle with small players with a halo.

But this year, Mandy thinks that her identity has changed, she walks with the wind, speaks a little louder, and has a much more confident attitude of greeting the big editor, and her original friends are naturally a little sour in their hearts: they don't think that Mandy will become a phoenix with the new rising brand Sparrow.

"She's just come back from Hong Kong, right? Poor Mandy, maybe doesn't know how much Stella hates that new brand and what they call "see now, buy now". Tina shook her champagne glass lightly and said in a gloating tone, "Do you think she'll talk to Stella about that new brand?"

is also a fashion editor, but Tina is only the editor of the fashion section of the New York Weekly, and her identity is only enough for her to get a ticket, and the Stella she said is the senior editor of the American edition of "Voyage", Amy can only say hello, and it is also a kind of show-off to be able to talk about Stella's preferences in this tone.

"Is it really that annoying? I've only heard that people in that circle don't like this idea. ”

"Of course I don't like it, who can report on the new style in time after the appearance of the look-and-buy show? Even if they want to go to their house, all the items available for selection are on sale, and the magazine still has any authority for readers? They can go to the official website to buy it themselves. Someone said, lowering his voice again, "I heard that Viona also doesn't like this concept very much, you know that she and Stella are ......"

She touched her fingers, and everyone laughed tacitly, and the gossip started a small branch, "But I heard that V has recently been obsessed with a little designer ......"

"She's getting a hook or two every year, but Stella is timeless – I've heard that Stella has gotten an invitation from the brand and they're willing to reimburse her for her flight from New York to Asia and luxury five-star accommodation for the whole journey, but she's not going to go. It's all because of the strong influence of the v......"

"Really?"

“ohmygod——”

"Do you know, the reason why V dislikes this brand and this idea so much is because one of her senior VIP customers told her a lot of things about this brand, analyzed the strong blow of this model to the buyer industry, and completely moved their cake ......"

"Is it?!Which customer is there tonight, why does she hate that brand so much......"

A few small teams get together, the news comes and goes, Amy blinks, and while taking the time to brush up the blog to recover, while pricking up her ears and not missing a hint of the insider, this atmosphere will always get her excited - let her feel that she has really entered the circle, both a sense of fantasy and a sense of security: becoming a fashion blogger and stepping into this circle is completely coincidental. She is the kind of blogger who has an average family background and becomes popular with ingenuity, but she has changed her fate because of a coincidence, and she is still not sure how far she can go, whether she can become the mainstream, and how many prospects this job has.

Relying on the shadow of her predecessors, and the attitude of fashion bloggers gradually opened up, she was able to enter the circle because of this, but there was always a feeling of being out of place, only this kind of gossip, made her feel that she had uncovered the golden surface of these parties, and saw the true face in private, although she was just listening to it now, and she couldn't say anything - no one was interested in her arguments, and it seemed that at present, except for bloggers who were born very rich, it was difficult for other fashion bloggers to enter the upper circle, and they were just marginal figures in the industry- But just by listening, Amy was satisfied.

"So, this time, the editors of the big six magazines probably won't go. "Tina is still the most well-informed in the end - there are rumors circulating behind her that she is said to be actively looking to make a career change to Voyage, "and of course there are buyers, besides Samaridan's-"

"Isn't Samaridan's buyer Mandypark? Who else but her? This is a brand she holds up, Barb will never go to Asia......" They said Barb is Samaridan's North American buyer, and he is also a well-known and important figure in the New York fashion circle.

Pulling Amy's elbow from behind in a knowing laugh, she walked to the terrace with her friend and colleague, rummaged through the Chanel 2.55 limited edition snakeskin and rummaged through her BV knitted pouch, and rolled her eyes in aion, "I was in a hurry to change the bag, I didn't bring a lighter." ”

Amy brought it, and she flipped it out again, "You bought this yourself?"

"The brand sent. Say, and click on Amy's bag. "Also delivered?"

"No, you know Chanel never gives to bloggers," Amy said, but added a little uncertainly, "at least...... It used to be like this—"

In the past, BV didn't give bloggers, but I got it, although in this circle, big names are not so cold, and supermodels can often easily get brand gifts, but there have never been fashion bloggers in the eyes of first-line big brands...... At least that was the case.

"Hmm. BV used to do the same," he said, "and I heard that their PR strategy started to change this fall. ”

The two of them smoked silently for a moment the slender lady's cigarette, and both felt a new change taking place, one in their favor—but the change was so small and uncertain that no one would want to talk about it, as if it would scare it away.

It sounds like [Yun] only sent invitations to the editors of the six major magazines and the buyers of the four major department stores. Breaking the silence, "None of the others got it." ”

"Hmm. Amy said, she hesitated, "Did you get it?"

Looking at it, the eyes of the two met for a moment, and she nodded, "What about you?"

"I got it too. Amy took a hard puff of her cigarette and exhaled it gently, "So, under the Big Six and the Big Four, it's us bloggers." ”

It seems that [Yun] really values them very much.

"Will you go?" asked.

"Do you want to go?" Amy asked rhetorically.

Once again, the two fashion bloggers exchanged meaningful glances, and there was a sense that everything was in plain sight.

"They hate it so much to see and buy, but for us, we don't see anything wrong with that. She blew a round smoke ring, "On the contrary, I think it's funny." ”

"I'm also interested. Amy sighed, she completely understands what she means, this model does not infringe on the rights and interests of their fashion bloggers anywhere, on the contrary, it can be said that this model is also very suitable for them, as a blogger, she must take into account the needs of readers, it is impossible to always push some clothes that readers can't buy, from this point of view, going to the show, participating in fashion parties, can only shape the style, but in fact, it can't meet the needs of readers. Advance and customized models, readers can't buy them at all, and it's not interesting to keep carrying these.

"So, are you going?"

If she could, she would really like to go to Seoul to see the brand's fashion show live - even if it doesn't talk about this model, it is a rare luxury brand in the first row of the invitation promised, and Amy is a little ashamed to admit that she has never been to Asia yet, and the five-star hotel in business class is still very tempting for her......

She sighed, "I'd love to go, but—"

She raised an eyebrow at the crowd on the balcony and nodded knowingly, "yes, but ......"

"Will you go?" Amy asked rhetorically.

"If you go, I might have a little bit of courage. Frankly, "but ......"

yes, but ......

Also as a fashion blogger, peers are enemies and amy should have disagreed with each other according to the general law, and dissed each other in private, but in fact, their relationship is quite good, which is somewhat out of realistic pressure, they are still too weak in the fashion circle, and can only huddle together for warmth, like now, they are natural offensive and defensive allies, sharing the same sadness: even if they have different views, even if they have a good impression of [rhyme], but, under such strong social pressure, who dares to make a different voice?

"Fortunately, in fact, watching live broadcasts is the same. Amy comforted. "At least we don't have to fly that long — if they really want us to see it, they should come to New York for a show." ”

"That's true, who wants to sit on a plane for that long?" he reluctantly agreed, then lowered his voice, "...... I heard that Judy from Coco would go, maybe she didn't see the same as Stella......"

"There's no such thing as a magazine that you don't hate to read and buy, right?" said Amy, who was hopeful, but still disagreed. "Could it be that Judy has a crush on the brand?"

"Who knows? Maybe it was with malice, but at least it gave me a chance. "There's still some hope. "If she is willing to support this brand, the circle will definitely be divided into two factions, and the time will ......"

When the time comes, they can support Judy in exchange for some opportunities to climb up the social ladder, and Amy also has a little hope, but still apprehensive, "Well, she needs to be conquered by that show." ”

"yes. She was already so picky," her eyes seemed to cross the ocean, looking at Seoul beyond the mountains and rivers. "-This, it depends on whether the designer can create miracles and be impeccable......"

"I'm curious if the designer knows what New York thinks of her - she hasn't been to New York yet, has she?" Amy looked over with her, a little distracted for a moment.

"It's better for her not to know," said the smoke ring as it slowly spreads, "the pressure of the fashion show is already high enough, and I think even if I don't know, I'm afraid she's on the verge of collapse by now......"

"Who, Qianqian, come here. ”

's guess is right, in Seoul, thousands of mountains and rivers away, the current Qiao Yun has completely fallen into a bad temper, she called Bai Qian to her side, and said in a rather bad tone, "Go and gather your team, take a roll call, and see who hasn't arrived yet-"

She ignored Bai Qian's expression of wanting to speak and stopped, and said viciously, almost collapsed, "The design assistant who is less than five minutes can directly buy a ticket for them to return to China, and they will not use it in the future!" 166 Reading Network