“Poster Fashion” invites newspaper friends to enter Gucci and create new opportunities to connect the brand and users
On June 17, the fashion media “HAIBAO Poster Fashion Network” (hereinafter referred to as HAIBAO), a subsidiary of Worth Buy Technology, launched the “Gucci Cosmos Global Gucci Collection Exhibition” event for poster users. The viewing group composed of 45 “reporters” received Gucci’s exclusive VIP explanation and immersive viewing experience on site, and concretely understood the brand culture and spiritual core of Gucci for more than 100 years, creating more for Chinese consumers and international luxury goods. Yuan’s form of communication.
The Gucci Collection Exhibition will be held at the West Bund Art Center in Shanghai from April 28th to June 25th. The exhibition was conceived and designed by the British contemporary artist Es Devlin and was presented by the Italian Curated by fashion theorist and critic Maria Luisa Frisa, the exhibition consists of eight exhibition “spaces” with themes ranging from looking back at the past, reflecting on the present, and looking forward to the future, creating an immersive view for viewers. Exhibition experience. By presenting the representative classic designs of Gucci since its establishment, viewers can experience the brand’s splendid history and culture, and also experience the changes in people’s lifestyles over the past century.
As a media that has been deeply involved in the fashion field for 16 years, HAIBAO has not only accumulated rich fashion resources and professional content accumulation, but also established an in-depth communication bridge between brands and consumers. Zhao Kezhan, editor-in-chief of HAIBAO, said that HAIBAO is a good media partner for the Gucci brand, and both parties are willing to conduct diverse explorations in content cooperation and user levels. This event is based on the user base and userquality of poster fashion, bringing this group of fashion-loving and fashion-savvy users to the brand at a close distance to understand and talk to the brand.
“At HAIBAO, we have gathered a group of users who really understand fashion. Through a dedicated user community, everyone not only shares and discusses fashion trends, but also further spreads them on their own social media. This is an ability that is now valued by brands. Every brand hopes to find users who can understand and identify with them.” Zhao Kezhan believes.
At the event site, poster users not only enjoyed a close-up view of the brand’s representative works in different eras, but also gained a comprehensive understanding of the history and culture behind the brand over the past century through HAIBAO’s professional content and the brand’s guide. Zhao Kezhan said that this is the purpose of posters organizing such activities: to help brands establish in-depth connections with HAIBAO users. Xiao 7, a newspaper friend, said, “As a loyal fan of Gucci and a newspaper friend for 10 years, I am very happy that my two favorite brands have formed a CP like this. Compared with the usual brand activities, because of HAIBAO’s professional content output, I am more interested in Gucci’s I have a deeper understanding of brand culture and humanistic temperament, and I feel that this trip is more worthwhile.”
Since 2012, HAIBAO has been an important media partner of luxury goods groups, helping brands and users build more connections through high-quality content and innovative interactions. HAIBAO is also doing more exploration based on the original content, trying to better connect the core needs of the brand and users, relaunching the private domain interactive classic IP content “Poster Trial”, and opening up the relationship between the brand and users through high-quality UGC content. path. At present, HAIBAO has further extended its private domain interactive operation model to the fashion sector on the basis of “Poster Trial”, connecting fashion brands in the form of “Poster Fitting Room”, and has gained high recognition and high cooperation enthusiasm from the brand side.
As a new force in the consumer content sector of Worth Buying Technology, HAIBAO is positioned as a media that leads fashion lifestyles. It insists on original high-quality fashion content and provides users with international-level professional content and an independent and objective fashion attitude. The possibility of a better life. Today, HAIBAO mainly outputs fashion content to users through its accounts “Poster Fashion Network” and “FWMA”. It not only regularly releases professional fashion information, but also combines hot topics to output practical content based on user needs, with fashion as the core. Produce high-quality content in the pan-fashion field and in-depth content with media interpretation perspectives.
Zhao Kezhan introduced that in the future, HAIBAO will also give full play to its own content and user advantages, and cooperate with the group’s assets.Combining all sources, we can create richer products and services for content marketing in the fashion industry, and better meet the new needs of fashion and luxury brands in the traffic era. At the same time, we use the resources of the group’s content, marketing, and data sectors to open up shared links and achieve win-win cooperation. “Continue to deepen our efforts in content and continue to innovate in form to produce more high-quality, warm and attitude-oriented original content to better serve users, lead fashionable life attitudes, and also achieve higher-quality and in-depth cooperation with brands, and continue to Through planning innovation and format innovation, we will create more new areas where brands and users can connect in the current moment.”
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