【Case Analysis】华伦天奴不眠之夜分析VALENTINOx SLEEP NO MORE

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举报 2023-04-17

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Recently, "THE BOX" SHOW has aroused my attention and curiosity. The combination of fashion and drama is full of strong literary and artistic temperament from content to form, and also has a sense of luxury ; the dark tone of the show is very mysterious as well, It does fit my aesthetic. Therefore, I do the following Case Analysis from the perspective of public relations.

【BACKGROUND SUMMERY】

·On April 11th, Valentino and Sleep no more Shanghai jointly performed a special performance in a cross-border cooperation.

·The performance expressed the concept expressed in "Unboxing Valentino" in a dance drama that mobilized the audience‘s multi-sensory experience.

·In the theater, all the actors performed in the Valentino 23ss dresses, and the bags and shoes from Valentino were also scattered in different scenes.

【CONCEPT FOUCUS】

About Unboxing Valentino :

The nine windows represent nine interpretations. Ten outstanding stylists initiated a global linkage multi-dialogue, explaining the cultural story of Unboxing Valentino with local visual design style. The " Pure Unbounded " special window located at Shanghai IFC was designed by MixWei, the editor-in-chief of the Chinese version of " V", drawing on the traditional Chinese " five-color " system, and the scrolls painted with " V" Logo hang down, reflecting the myriad elements of art.

About " THE BOX" SHOW:

The couple dancing in the very black box inside of the theater reflected the idea of going from being boxed to being boxed, which also reflected the unboxing bodies, unboxing personalities, unboxing heritages and Unboxing Valentino.

【STRATEGY&TACTICS】

·Invite four celebrities (Yongshan Wen, Duling Chen, Li Zheng and Landi LI)to attend the performance wearing the 2023 ss dresses.

·Fashion and art media and KOLs released the experience of the Show on RED.

【IN-DEPTH CONTENT】

JingDaily (Industry Media)

This article analyzed how Valentino created an emotional connection with Chinese cultural consumers through the campaign from a luxury industry perspective.

·Firstly, Valentino uses Sleep no more as a carrier to convey the concept of brand luxury.

·Moreover, Valentino capitalizes on opportunities behind cultural consumption, combining theatre, dance and fashion to increase audience engagement.

·Most importantly, combining Chinese and Western cultures, Valentino extends the immersive experience from a localized perspective to sales scenarios, and attaches great importance to promoting localization strategies.

Readers actively shared their thoughts on “THE BOX” show in the comment section：

·“What a hot event! I have been seeing this event on various social platforms, every frame of it is so beautiful, and the coloring is so advanced.”

·“Valentino has great taste! Cooperating with sleep no more is a strong alliance！”

·“Every campaign of Valentino is excellent and out of the circle! The pink design in Anaya before and the design of darker tones this time are directly in line with my aesthetic point！”

本文系作者授权数英发表，内容为作者独立观点，不代表数英立场。
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