Traditionally, the patient public would have to wait months for glossy mags to show them the latest looks to buy from Fashion Week but things have changed. Just as the catwalk went live, straight to its audience, so now have  the clothes, as fashion houses roll out a “see now, buy now” model that lets customers shops straight from the runway.

传统意义上,一本精致的杂志出版,需要有耐心的公众花费几个月的时间去等待,然后告诉他们最近时装周上值得购买的造型搭配,但事实上此时这些时尚流行早已发生了改变。时装表演现场直播,直接面向观众,所以现在时装公司推出了“即看即买”的模式,让观众可以直接从T台上购买服装。

At last year’s SS17 London Fashion Week, Burberry kicked off this new shopping trend with an approach that exquisitely integrated social and digital into its live show, whilst the likes of Alice Temperley partnered smartly with technology brands to create a seamless catwalk shopping experience.

 

在去年的2016年伦敦时装周秋冬系列,Burberry巧妙地用一种社交和数字模式在现场表演中开创了这种新的购物趋势,同时,与设计师Alice Temperley的合作,巧妙地利用技术达成了品牌与秀场的无缝对接,实现了一种秀场购物的新体验。

 

More than half (56%) of consumers who follow brands on social media sites say they do so to view products, so fashion brands are certainly not the only ones who can take advantage of a need-it-now buyer behaviour. So how can brands, from any category, emulate Fashion Week ’s ‘see now, buy now’ approach?

 

超过一半以上(56%)的消费者在社交媒体上关注时尚品牌,而这样做就是为了关注他们的产品本身。因此时尚品牌当然不是唯一可以利用目前消费者购买行为的品牌。所以其他任意领域的品牌如何模仿时装周“即看即买”的方式?

 

Timing

时间选择

 

A launch event is no longer something shiny to show off exclusively to the press, it can be a brand’s sales event of the year.

In fashion, the shift in the catwalk’s purpose from showcase to shopping event has meant a change in the way that clothing is unveiled to the audience. It’s important to remember that the audience is no longer just those sat in the first few rows but is now a global online community, with wallets in hand, ready to spend.

Rihanna followed in fashion’s footsteps recently with launch of her Fenty Beauty range where the products went live at midnight as she partied with a host of fans in beauty store Sephora in NewYork’s Times Square. If she had taken this further and made the products available around the world, the event could have created a global sensation.

 

一个发布会的启动不再是单一的向新闻界炫耀一些吸引人眼球的东西。在时尚领域,走秀的目的,从展示陈列到购物的转变,意味着向观众展示服装方式的一种转变。记住观众不再只是那些坐在秀场前几排的人而是全球范围内的线上群体,他们时刻关注着动态准备下单。蕾哈娜紧追时装周的步伐,最近推出了以她个人名字注册的彩妆品牌Fenty Beauty,而相关产品的展示是通过她在纽约时代广场丝芙兰实体店和一群粉丝举行的午夜派对实现的。如果她能够进一步让她的商品在全球范围内可购买,这一事件将会引起全球轰动。

 

Seize the opportunity

抓住时机

 

Is it crucial to recognise the opportunities a brand has to join the conversation around big industry events. Previously during Fashion Week, the cost of running a show often renders brands out of the game or unable to create the kind of spectacle that the audience wants. Not everyone has the disposable income of Burberry or Apple.

 

能够抓住出一个品牌在行业事件中进入社交平台的时机是很关键的。在之前的时装周期间举办一场秀的代价往往会致使品牌被排除在市场之外或者说不可能创造出观众纷纷想要购买的场景。不是每一个品牌都可以拥有Burberry或者Apple这样一次性的收入。

Last year, menswear designer Oliver Spencer partnered with online retail partner Vero to hold a men’s and women’s show where the audience could shop live via the Vero app.

Partnering with a platform that can facilitate the shopping experience can enable a brand to reap the rewards of a new trend, and benefit from a calendar moment, without the extensive costs of alive show.

 

去年,男装设计师Oliver Spencer和线上零售商城Vero合作举办了一场男女时装秀,观众在现场就可以通过Vero软件即刻购买商品。

与这样的平台的合作可以提升购物体验,而这就有助于品牌从这种新趋势中获利,并且不需要额外的开支用于举办一场秀,从时间成本中获利。

 

Function over fashion

时尚的功能

 

There is no point in trying to sell straight from the catwalk, or any event, if the technology isn’t in place to make the buyer’s journey effortless or the website is littered with flaws. The drop-off from show to shop is dangerous territory and one that can cost a brand dearly, if the consumer doesn’t receive the seamless experience they’ve come to expect.

 

如果科技没有适当的使消费者的时尚之旅变得容易或者说网站因为瑕疵的存在而杂乱无章,那么尝试这种秀场直接购物等一系列改变都是没有意义的。如果消费者没有获得他们期望中的体验,秀场直接购物的减少将会成为造成品牌下滑的危险区域。

 

When Burberry launched its first ‘see now, buy now’ collection last year, its website and every other digital outlet was branded and marketed to the same level of perfection as the catwalk. Every detail of the brand’s new clothing was available to view, giving the at-home customer the same glorious experience they would have in-store.

 

去年,当Burberry举办了第一场“即看即买”的展览,它的品牌网站和每一个其他的数字商店都贴上品牌的标签,市场销售取得和时装秀一样完美的效果。品牌新品的每一个细节都是可视的,这给了在家的消费者同在店里消费一样的极好体验。

Tommy Hilfiger has taken that one step further this year by allowing customers to make wish lists on their e-store, ready to shop when the collection goes live during the show at London Fashion Week.

Tommy Hilfiger今年进一步升级,允许消费者在电子商城上列举愿望清单,便于当产品在伦敦时装周进行现场展示时消费者可以消费购买。

This couldn’t be more applicable than with the case of influencer partnerships. Myriad lifestyle and homeware brands partner with influencers to curate selections or products but all too often the link though to store does not retain the same glossy interface. Ensuring that the branding you pay for rings true from influencer to checkout may be the difference between a bounce and a purchase.

这种方法两个品牌合作再合适不过。无数提倡生活方式的家居品牌与有影响力的人合作可以为消费者创造更多的选择和产品,但是过于频繁的联系可能会使商店无法保持同样良好的交流。对有影响力的人或者品牌的检验是确保你品牌支付的有效手段,这也许就是拒付和支付一念之差的选择。

As shopping behaviour becomes more impatient and consumers increasingly look to buy and own products instantly, the innovation offered by social and digital platforms will become more important channels to serve them. Be inspired by the pioneering example set by Fashion Week and fashion brands, continuingly leading the way in bringing together the show experience and the shopping experience. If brands want to truly capture the attention of the ready-to-buy audience, then they need to be ready when the consumers are.

正是由于购物行为变得越来越急不可待以及消费者期望立即购买、拥有产品的消费心理显著增加,这种由社会和数字品台提供的品牌服务创新将会变的越来越重要。受到鼓舞的创业榜样时装周和时尚品牌,不断引领展示体验和购物体验。如果品牌想真正抓住有购买潜力的消费者的注意力,那么接下来他们需要做好可以随时被消费的准备。