DKNY Has Made An Excellent Demonstration To Play Social Media.

DKNY without Donna Karan just finished the 2016 spring and summer show in New York fashion week.

Two new creative directors, Dao-Yi Chow and Maxwell Osborne, show their first series in their birthplace.

The fine striped coat, wide shoulders and well-designed buttocks make up a slightly stronger professional atmosphere for the new DKNY.

This professional temperament does not stay on the T stage only. In the dazzling fashion week, more than 200 brands held a show in New York, and Chow and Osborne did not want to rush to DKNY. So they ended up with Instagram.

Recently, in addition to announcing the new Logo, DKNY will continue to take a series of measures to arouse people's feelings about the American brand.

This great show and content marketing will only be the beginning, and firmly grasping the fans is only the first step.

There are more and more creative directors who know how to do business. Wang Daren loves to toss from cross brand to crossover. Jeremy Scott has made a concert of costume design, and DKNY is now playing the whisper game of "ordinary people I don't tell him".

The two creative directors have created a series of content on Instagram, which are customized for electronic and social platforms, and will be used as fans and potential of DKNY.

They provide more personalized services.

The way to participate is simple.

People just use #KDNYSS16 tags on Instagram, and then send their favorite DKNY new works to DKNY through the new "Direct" arrows of Instagram, which will later be the story behind these designs.

These behind the scenes stories will only be sent to those fans who use the Direct function, not all @DKNY people will receive it.

This sounds like a more interactive and high-tech way of sending the brand VIP card simply.

This concept of content marketing, which leverages social media, was first developed by two creative directors and Hector Muelas, the first chief photo officer of DKNY.

And "Direct" is

Recently developed information pfer function.

The three decided to make the brand adapt to the new application faster, and also help fans better understand the designer's consideration behind each work.

Personalized service can also avoid the aesthetic fatigue caused by the complexity of content. Whether video or sketches, consumers will only see what they want to see.

At the same time, all the contents are exclusively provided by DKNY.

Instead of bombarding each channel, focusing on one social media account can make people feel more special.

"Even in the great city of New York, which develops so fast, you can still find a hidden corner and personal moments.

Our social dialogue is based on that belief. "

Listen, Osborne and Chow describe the marketing as poetry in the statement, and the two are really good at advertising.

And the identity of chief photo officer Muelas is not that simple.

According to Adage, his identity is very complicated. In fact, he has some roles such as marketing officer, creative officer and so on.

This means that he may not only have good aesthetics, but also have a good insight into the business world.

In fact, in Muelas's resume, he also wrote the name of Apple global marketing creative director, Wieden&Kennedy creative director, Vice creative director and editor in chief.

His footsteps also straddled Germany, Australia, the United States and other places.

They are all putting them in.

Lead a more modern brand.

On this road, keeping pace with technology and finding the hottest display platform is crucial.

There have been several rounds of cooperation between DKNY and Instagram.

In the past few months, DKNY has formatted her past. It deleted some published status and photos of Twitter and Instagram, then sent a broken black and White Street photo, and also a text - work, September 16, 2015.

In fact, there is no need to clean up the past, but everyone can guess what this means.

Since then, two new creative directors from Public School have decided to write a brand new Internet history for DKNY.