
Marketing de moda: Desfiles con comercios de cercanía
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
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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.
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
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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
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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.
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.
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Fotografía: Granada de Moda Vestuario Granalhambra Maquillaje D&D escuela superior de imagen integral |
SAN JUAN FASHION NIGHT
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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.
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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:
-
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.
-
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.
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Conectar con tu público: debido a que son eventos locales, conectan con el público de tu área de influencia.
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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
-
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.
-
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
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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?
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