Marketing de moda: Desfiles con comercios de cercanía

Marketing de moda: Desfiles con comercios de cercanía

Ante todo, esta publicación es posible a las iniciativas de Granada de Moda, que nos tiene actualizados a través de su app con geolocalización sobre el comercio de cercanía de moda y belleza de Granada y que dinamizan a estos comercios a través de multitud de propuestas de marketing de lo más atractivas.

En este caso voy a hablar de mi participación como modelo en 3 desfiles de moda organizados por Granada de Moda para dar visibilidad a los productos y servicios que ofrecen los comercios que podemos encontrar en su app.

PASARELA GRANADA DE MODA EN LA NOCHE EN BLANCO DEL ZAIDÍN

Fecha: 24 de marzo de 2017
desfile; curvys; Yatera; Mal de Amores; pasarela; moda plural
Fotografía: Granada de Moda
Vestuario: Yatera Curvys
Tocados Mal de Amores Atelier
Peluquería María v.b.
Maquillaje María Cebrián Atelier

Como introducción, con este primer desfile os cuento con un poco de detenimiento cómo se organiza entre bambalinas (o en al actualmente más utilizado backstage) para aquellos que no se imaginan cómo es la experiencia.

Primero es necesario, unos días antes del desfile, acudir a la tienda a probar los outfits para, de entre aquellos modelos a los que las tiendas quieren dar más relevancia, elegir los más acordes a nuestra morfología.
El mismo día del desfile nos citan algunas horas antes a la hora en la que está prevista el desfile para preparar el estilismo en cuanto a peinado y maquillaje. Ya en ese momento, nos sentimos protagonistas. Para aquellas que no nos hemos movido anteriormente en este ámbito, es una sensación similar a la de estar en un spa. Vas allí y te pones en manos de profesionales para que te dejen guapísima.
En esta ocasión los estilistas, peluqueros y maquilladores que intervinieron para dejarnos divinas fueron: Lola Huertas Estilismo, Maria v.b. peluqueria, Gemankh Necher, Montse Pozo Estilistas, María Cebrián Atelier de Belleza.

Después llega la hora de los nervios, cuando nos metemos en los trajes con los que desfilaremos, incluidos los complementos, que rematarán un outfit totalmente estudiado para lucimiento de la modelo y de la marca a la que representa con tocados y complementos, para este desfile participaron: Perfect4you, Tocados mal de amores atelier, Nana La Costurera, Calzado Infantil El Arca de Noe, Carmen Leyva “Novias y Fiesta” y Marian&me

desfile; curvys; moda plural; yatera:
Fotografía: Granada de Moda
Vestuario Yatera Curvys
Peluquería María v.b.
Maquillaje María Cebrián Atelier

 

Además, el evento estuvo amenizado por el dúo acústico Sopa de Ganso y decorado por globos con luces led de Originalandia CBA.

PASARELA SIN FRONTERAS EN EL EVENTO ZAIDÍN HACIENDO BARRIO

Fecha: 28 de mayo de 2017
moda ibicenca; moda plural: desfile; pasarela
Vestuario: Mila Moreno boutique
Maquillaje: D&D Escuela Superior de Imagen Integral
Peluquería Antonio Muñoz

A través de este evento os comento la importancia que tiene el comercio de cercanía. Aparte de las ventajas que tiene el comercio electrónico tanto para la globalización y expansión de una marca y para la comodidad del cliente que compra desde cualquier sitio y a cualquier hora, creo que el siguiente tipo de comercio de moda, en importancia, es o debería ser este. Nos da atención personalizada, encontramos tiendas con encanto, originales que dinamizan la economía a través del emprendimiento y, por supuesto, como indica el concepto, están cerca de nosotros, para poder probarnos sin andar con devoluciones.

Dicho esto, las tiendas colaboradoras que hicieron posible una pasarela sin fronteras en el evento Zaidín haciendo barrio fueron: Fri-Fass, Top Top, Mila Moreno, Yatera Curvys,  Tiendas Jaldo y Granalhambra.
Además pudimos ver 2 desfiles de moda flamenca de Zara Hidal y Rosa Romero  con tocados de  Perfect4you y un desfile muy especial de trajes típicos con Colombia Viva.

No me puedo olvidar de los grandes estilistas que nos dejaron perfectas para la ocasión: Peluqueria Antonio Muñoz, Lola Huertas Estilismo,  Orellana PeluquerosOrellana y D&D Escuela Superior de Imagen Integral.

moda plural; pasarela; desfile; Granalhambra
Fotografía: Granada de Moda
Vestuario Granalhambra
Maquillaje D&D escuela superior de imagen integral

 

Este desfile en concreto fue muy especial ya que llevó la moda plural más allá ya que entre los organizadores se encontraba Granada Acoge e intervinieron como modelos personas de los colectivos Asociación Las Niñas del Tul, Asprogrades, Fundación Secretariado Gitano y los ya mencionados Colombia Viva

SAN JUAN FASHION NIGHT

Fecha: 23 de febrero de 2017
desfile; pasarela; moda plural; curvys; Gloria Tallas Grandes; Mal de Amores Atelier
Fotografía: Granada de Moda
Vestuario: Gloria Modas
Tocados Mal de Amores Atelier
Apoyo maquillaje: María Cebrián Atelier

En esta ocasión fue una fiesta con la temática, evidentemente de la mágica noche de San Juan, con queimada, sorteos y desfiles de 24fab Granada, Gloria Tallas Grandes, Et Nuit femme, Mila Moreno, Mim Boutique y Haute Rent. Y con el apoyo de María Cebrián Atelier de Belleza.

pasarela; desfile; moda plural; gloria modas; mal de amores
Fotografía: Granada de Moda
Vestuario: Gloria Modas
Tocado Mal de Amores Atelier
Maquillaje María Cebrián Atelier

Debido a la estructura del evento, el público tuvo la oportunidad de observar muy de cerca los outfits que desfilaron y conocer a los responsables de los distintos negocios congregados.
El lugar fue la recién estrenada terraza del restaurante de vanguardia Caradura bistrot.

LOS DESFILES POPULARES Y EL MARKETING
Me parece importante remarcar qué objetivos de marketing se consiguen con estos eventos:

  1. Ampliar público: al ser eventos abiertos, llegan a multitud de personas muy diversas, más o menos interesadas en la moda ya que pueden ser paseantes ocasionales o personas informadas. De hecho, yo he conocido muchas de las tiendas por primera vez en estos eventos.
  2. Creación de necesidad: como las modelos somos de tallas y edades muy diferentes, se pueden ver prendas para lo que yo llamo la mujer plural, lo que genera un sentimiento de pertenencia del público, que percibe como posible un outfit que no había tenido en cuenta.
  3. Conectar con tu público: debido a que son eventos locales, conectan con el público de tu área de influencia.
  4. Mayor difusión: Son eventos que se difunden ampliamente en redes sociales (RRSS), conviertiéndose así estos desfiles en escaparates fugaces que dejan huella en la retina y la mente de los usuarios de esas redes
  5. Valor añadido: El hecho de ver las prendas desfilar, mejora su posicionamiento, mejora el valor que se le da ya que asociamos los desfiles a algo exclusivo, de cierta categoría.
  6. Prescripción de producto: de todos es bien sabido que los bloggers, llevado al extremo en el concepto de influencers, nos hemos convertido en prescriptores, ya que ofrecemos una imagen más cercana a la real de los consumidores. Llegamos a ser creadores de tendencias y por eso es importante contar este recurso.

Seguro que hay muchas más ventajas que se me han escapado pero este análisis más bien práctico va dirigido a los empresarios locales del sector de la moda para que entiendan un poco mejor la utilidad de este recurso.

ANÍMATE A SER MODELO EN UNA PASARELA PLURAL

Para conocer el punto de vista de los organizadores de este tipo de eventos podéis pasaros por la web de Granada de Moda. y si os parecen pocas imágenes, consultad las RRSS de Granada de Moda, de donde salen la mayoría de estas fotos.
Además, después de todo esto, seguro que hay alguien que le ha picado el gusanillo de conocer qué se siente desfilando, por ello, si sois de Granada, os recomiendo os descarguéis la app de Granada de Moda y sigáis sus redes sociales para estar al tanto de estos eventos.
robado; desfile; pasarela; moda plural
Fotografía: Charyto Jati
María Cebríán con los últimos retoques en la #SanJuanFashionNight

Si sois de otra ciudad, podéis dejarme un comentario con vuestro interés y os ayudo a buscar promotores de eventos de este tipo que estén abiertos a que desfilen todo tipo de personas.

Y desde aquí lanzo la pregunta ¿no deberían desfilar sobre todas las pasarelas (alta costura, prêt-à-porter, diseñadores emergentes,…) personas de todo tipo como en estas que os acabo de mostrar? ¿No es un público plural al que van destinados los productos que se muestran en los desfiles?

Desmontando estereotipos, personalizando prendas y accesorios e intentando hacer más sostenible la moda. Fashion Blogger en GRANADA DE MODA app

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