Off-White effect outbreak fashion brands see joint names as the biggest marketing opportunity?

“Cross-border” seems to have become the marketing keyword of the moment. Both the East and the West have been integrated into the seemingly unrelated industry of fashion through “cross-border” in the past two years.

According to the latest report from fashion media Glossy, luxury fashion brands are increasingly relying on the joint marketing model. Glossy's professional research team surveyed 149 fashion and beauty executives and found that 38% of respondents indicated that they are located. The brand still regards cooperation as the biggest marketing opportunity of the year, with 19% of respondents choosing flash shops and 14% of respondents choosing joint events.

In fact, from the cooperation between Louis Vuitton and Supreme in 2017, the sparks of different elements and cultures have stimulated the enthusiasm of young consumers and opened a new door for the marketing difficulties of luxury fashion brands. Various joint cooperation has flooded the entire market, and it has ushered in a blowout period in 2018.

Supreme, which is good at making trends, is the biggest beneficiary of this trend. After receiving Louis Vuitton's first affirmation, luxury brands such as Rimowa, Dolce & Gabbana have also been involved in cooperation with Supreme, and Lacoste, Levi's and The North Face have also extended an olive branch to the brand, trying to get from the street trend. Take a slice of the heat wave.

Up to now, including Damien Hirst, HR Gigar, Takashi Murakami, Larry Clark, Mike Tyson, Terra Patrick, Wu Tang, Kaws, Keith Harring, Jason Dill, Mark Gonzales, Malcolm Mclaren, Cost, Futura, David Lynch, etc. all with Supreme Have had cooperation.

In addition, Virgil Abloh, the founder of Louis Vuitton's menswear creative director last year, is one of the most popular partners in the brand. It has collaborated with Nike, Converse, IKEA and even Champagne brand Mo?t & Chandon. Great success.

Among them, Virgil Abloh and Nike's "The Ten" series of shoes once occupied the most popular shoes list of the year, each pair of shoes will be sold out quickly after being put on the shelves, and the appreciation space in the resale market is 5 to 10 times higher. It is called "Virgil Abloh effect" by the industry.

It is worth noting that Virgil Abloh suddenly announced that he will end his "The Ten" series with Nike before the end of 2018, but the relationship will continue. He also revealed that he had many new plans in 2019, including exhibitions at the Chicago Museum of Art, fashion shows, and the launch of several collaborative series.

According to the Instagram information account @lasvirgillio, Off-White will launch a joint series with the Swedish fast fashion brand H&M. According to industry sources, if the news is true, H&M will regain new traffic. As of now, neither Off-White nor H&M responded to the news.

In the face of potential huge benefits, domestic apparel brands have followed suit, such as the Pacific Bird and Coca-Cola, Anta and NASA, TYAKASHA and Want Want Milk, as well as the latest high-priced joint series of Handu Clothes and Gucci's original creative director.

Some analysts believe that the brand's joint marketing is the preferred marketing tool behind the increasingly fierce changes in the market environment, forcing brands to constantly voice, and even to create a topical popularity at a weekly rate, resulting in a limit between the brand and the partner. Compression, the product has no quality and sincerity, and consumers will soon begin to get bored, but this game will continue, how to stand out among many competitors has become one of the most concerned topics in the industry.

In this regard, Vic Drabicky, founder and CEO of marketing firm and brand consulting firm January Digital, admits that cooperation between brands and brands is not always successful. He believes that brands need to attract new consumers through joint cooperation. Be wary of the loss of the original consumer groups . “Consumers are becoming more and more savvy. Any discomfort or frustration of cooperation between brands can immediately smell them. The essential elements of successful cooperation are authenticity, so that they can There are stories that provide greater value to the core consumer groups."

Karan Walker, a 30-year-old American fashion designer, agrees. The eponymous brand will launch four collaboration series each year. She plans to increase it to five this year and will launch a collaborative collection in 2020. " What I did Cooperation has a premise that it can broaden the brand's current areas and enhance brand value, while being unique and able to create surprises for consumers. "

In an interview last year, Edison Chen pointed out that "If you want to make a joint name, the first thing is to be interesting. Instead of adding two strong brands together, and then just do something, it is not to simply put the logos of both parties together. It will be fine."

Take Nike and Korean designer Yoon Ahn's latest Nike x Ambush series as an example. Although consumers are generally surprised by the series, one of the fur jackets that were fired to $900 in the resale market has been controversial. Some consumers think that the fur coat with the Nike Logo looks the same as Taobao's cottage products.

In addition to the joint names between brands and designers, KOL, a fashion blogger with great influence in the social media era, is also a creative partner that brands often consider, such as the collaboration between Nordstrom's own brand Halogen and Blair Eadie, and the makeup brand Morphe. Video KOL James Charles collaborates with Bloomingdale brand Happily Gray and blogger Mary Lawless Lee.

Mr. Bao, the domestic fashion blogger, became one of the most popular partners of luxury brands last year . He has launched limited edition co-branded handbags with Tod's and Longchamp. The female star Yang Mi is the well-deserved salesman of Michael Kors. She co-designed with the brand last year. The Whitney series handbags are quickly sold out as soon as they are on the shelves.

According to the Glossy research report, 55% of respondents' brands plan to increase KOL's investment budget, and only 3% of respondents said the company will cut spending on KOL. Reshma Chamberlin, co-founder and first digital officer of swimwear brand Summersalt, said that, like the cooperation between brands, it is crucial that the brand-selected cooperation KOL matches the target audience. “When the two parties agree, even if they are paid for cooperation, consumers also It will have a good impression on the brand and KOL."

Reshma Chamberlin also believes that when a KOL really likes a brand's products, it will help the brand information to spread better, even if the sales volume does not immediately change significantly, it will increase the brand's goodwill in the minds of consumers.

Undoubtedly, no matter whether it is luxury fashion or beauty, there will be more brands to change their marketing strategies in order to follow the wave of youthfulness. But when the explosion is more market-oriented, the brand is correct. Using joint collaboration to empower yourself and even achieve a win-win situation is still a challenge.

(Source: Fashion Headline Network Zhou Huining)

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