Technology Change In Shoe And Clothing Technology

< p > recently, Burberry's big show was released on schedule. At the same time, it also announced the opening of creative cooperation with Tencent. The two will work together in 2014 to launch a series of cooperation with WeChat and other Tencent media platforms.

Starting from the 18 day, the official WeChat platform of Burberry began to release the exclusive tidbits behind the scenes of the women's show. Users can customize the "a href=" //www.sjfzxm.com/news/index_c.asp "personalized" /a "show" exclusive nameplate on the platform, engrave their own English or Chinese names, or get the exclusive WeChat released audio, understand the design inspiration and key points of the main show design, but also pay close attention to their favorite pop stars through WeChat.

In fact, as early as in 2010, Burberry made 3D hologram walking show, the live show live in the world, and also borrowed the Dongfeng of iPhone 5S to add a gimmick to the live show. But WeChat's watching show really expanded the audience's popularity.

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The technology force of < p > Burberry has not only armed up the show, but the old brand with over 150 years old has more than 16 million fans on Facebook, and its video released in 24 hours has been viewed millions of times on Youtube.

It also used technology to pform its own store. In its flagship store in London, you will find that every salesperson has a iPad on hand, and the mirrors in the shop are replaced by screens, where the models show seasonal fashion.

The new color store in London is entirely digital. It controls the luminous efficiency of the store, the iPhone scanning code, and the intelligent customization of cosmetics, nail products, etc. with iPad.

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< p > it can be said that technology has made Burberry's veteran brand new vitality.

In the field of technology and fashion embracing, not only Burberry, Alexander Wang designed hot sensitive discoloring bags, Fyodor Podgorny and Golan Frydman designed mobile phone smart skirts, etc., integrating high technology into fashion, making brand and a target= "_blank" href= "href=" > designer "no".

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< p > however, turning these concerns into real gold and silver is the ultimate goal of the brand. This is also a problem that has plagued the fashion industry.

So, can the new technology really help to fashion the floor and turn it into productivity? < /p >

< p > at the beginning of this year, Burberry released its fourth quarter earnings report. The group achieved operating income of 528 million pounds in the fourth quarter of last year, an increase of 14% over the same period last year.

Sales growth in the Asia Pacific region has reached double digits. The Greater China region is still the leading force in group growth, and Korea's performance has continued to improve.

The Americas and EMEIA (Europe, the Middle East, India and Africa) have achieved medium to high single digit growth, with strong performance in Britain, France and Germany.

In the past two years, the luxury industry has been weak, slow growth or negative growth is normal, but the performance of Burberry has been strong. This also proves that Burberry's technology and fashion have really become productive forces.

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< p > but from the source, technology itself is a high cost input, whether it is "a target=" _blank "href=" //www.sjfzxm.com/ "> dress /a" new fabric or the use of terminal high-tech equipment, which is equivalent to raising the cost.

Advanced customization may still be affordable. If it's a garment brand, this is a big problem.

Also, the introduction of technology elements, why Burberry benefit so much, and some brands have little effect, some even without color? < /p >

Looking back at Burberry's technology and fashion, it is easy to see that P not only applies technology to the surface, but also goes deep into brand management.

In addition to working hard to solve the cost problem, introducing computerized inventory control, streamlining the UK's manufacturing business and reducing the number of suppliers from 250 to 100, the strategic layout of the brand's former CEO Angela Ahrendts for Burberry's online offline integration is also the highlight of its performance.

From digital interactive propaganda to live broadcast of T fashion show, and then to the global retail theater environment using the latest technology, and the innovative social media activities such as "Burberry Kisses", the digitalization of Burberry is everywhere.

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< p > obviously, for Burberry, high technology is not a simple tool, but a part of fashion. This cooperation with Tencent to build WeChat platform is also due to the good performance of the brand in the Chinese market.

The assistance role of high technology can not be immediate, but needs to be discussed from a long perspective. Only with proper application can it play an amazing role.

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