最有看点的互联网金融门户

最有看点的互联网金融门户
互联网经济国际资讯

Burberry用智能聊天系统刺激消费者购买欲

“即看即买。”这是零售商很乐意支持的一种理念。Burberry在伦敦时装周采取的新行动将这一理念提高到了全新的层面。

Burberry发布了一个基于飞书信(Facebook Messenger)的网络智能里聊天系统,任何商品,只要在伦敦秀场上发布了,消费者就能立即在这个聊天系统里买到。

有了基于飞书信的网络智能里聊天系统,用户不仅能够观看伦敦的时装秀,还能够更加仔细地看到服装的图像,甚至还可以要求与现场工作人员对接,让其处理订单。

Burberry在这一点上算不上引领潮流。尽管“即看即买”的理念在很多方面才刚刚流行起来,但一些时装品牌如Ralph Lauren和Tommy Hilfiger都已经行动起来,在八月的纽约时装周上提供了类似的智能聊天系统。

纽约时装技术学院的教授Shawn Grain Carter评论称:“突然之间,这些品牌都意识到了:我们用不着等编辑来大力推荐这件单品。

如果品牌能够激起消费者的购买欲,让他们立刻下单,那真是太好了。关键在于要制造得够快。”

一些业内人士已经开始为此担忧了。如果“即看即买”真的快速发展起来的话,这就对服装制造过程提出了很高的要求。即便时尚的制造者准备好了迎接这个挑战,能够有特效把时尚转化为商品呢?

稀缺性是时尚市场上的一种额外红利,如果时装突然一下变成可以按需大量生产的东西,那么时装的声誉以及预期价值会不会下降呢?

同样的,Burberry等其他品牌能够再扩展一步,将智能聊天系统与移动支付系统连接起来,使得消费者可以从任何移动客户端上买到秀场上的衣服,并且能够送货到家呢?这并不过分,但这种情况真的会存在吗?

很好的一点是,很多可能性都在实现的过程中,我们能看到其中一些已经初具规模了。到目前为止,时尚业一直都令人兴奋,下一步可能会更好。

"See now, buy now." That's a philosophy that most any retailer can likely get behind, and for Burberry, it's taking this concept to a whole new level with its newest move at London Fashion Week.

It's putting together a Facebook Messenger-based chatbot that allows the company to effectively sell items as soon as they hit the runways of London.

With the Facebook Messenger chatbot in place, users will not only be able to watch the London show, but will also be able to more closely inspect the images of that apparel, and even request a connection to a live human, who will then be able to process orders.

Burberry isn't exactly a trendsetter on this point; while "see now, buy now" is still just getting started in a lot of ways, fashion brands from Ralph Lauren to Tommy Hilfiger have gotten in on the action, offering similar chat mechanisms at the New York Fashion Week show that took place back in August.

Fashion Institute of Technology professor Shawn Grain Carter commented "All of a sudden, the brands are realizing: We don't have to wait for an editor to anoint this item as a bestseller.

If they can whet consumers' appetites and get them to buy now, that's brilliant. The key is to manufacture quickly enough."

That's got some in the field concerned; if "see now, buy now" really takes off, that could put some significant demands on manufacturing processes. Even if fashion's manufacturing is up for this challenge, will that have the added effect of turning fashion into a commodity?

Scarcity is something of a bonus for this market, and if fashion suddenly becomes the kind of thing that can be churned out on demand, will the cachet and perceived value of the clothing go down?

By like token, could Burberry et al expand from here, using mobile payments systems to connect to these chatbots and allow customers access to the wonders of Fashion Week from any mobile device, to be delivered to their homes later? It's not out of line, but will it ever actually exist?

The great news here is that there are plenty of possibilities afoot, and we're starting to see some of them take shape now. It's been pretty exciting so far, and what the fashion industry does next could be even better.


用微信扫描可以分享至好友和朋友圈

发表评论

发表评论

您的评论提交后会进行审核,审核通过的留言会展示在下方留言区域,请耐心等待。

评论

您的个人信息不会被公开,请放心填写! 标记为的是必填项

取消

胡宁 | 未央团队未央编辑团队

47
总文章数

TA还没写个人介绍。。。

版权所有 © 清华大学五道口金融学院互联网金融实验室 | 京ICP备17044750号-1