Clothing Brand Marketing "Ultimate Weapon": Star And Brand Cooperation

Han Huo Huo designs advertisements for its brand products.

If you're wandering around

The shop is careful enough to notice that more and more stars appear in the prominent positions of different brand counters. Some of them are only traditional spokesmen, but most of them are "stars".

The role appears.

This is especially true when businesses display their shelves. Some products are listed on a very unique stand. Most of them are fashionable and eye-catching, and one of them is the same as the advertising stars standing next to it.

Brands will call these "star design" or "limited money". They can not only attract customers, but also create topics and sales for brands, and more importantly, let stars take part in a diversified role to reveal their expertise.

Star and brand cooperation:

Earn money

Stars and brands have launched a special edition or design section, not only in shoe brand, but in recent years, this trend is becoming more and more intense. We can almost see it in any corner: from ordinary

To underwear, from handbags to accessories, from alcohol to perfume.

You can say that it is a hundred flowers bloom, or a deeper level of cooperation. This form of cooperation is directly related to the most shallow reason - increasing sales and making more money.

The Linea Rosa, the high-end shoe brand of Hongkong XinDa group, has been looking for a famous designer in the last two quarters, Han Chao Huo as the special designer. The latest season's design works are also on the top of the brand counters. The Korean fire has taken a very self styled advertisement: the high-heeled shoes with bright and bright eyes, the cool black fur coat, the bare tattoos on the arms, or the high heels with their own designs, with the most international appearance, and not only the bright colors of the shoe upper with black T-shirts, but also the skin of the high heels.

These works are quite different from those of other brands launched in the season, but the brand side is still happy to display it as the biggest gimmick to consumers. Why is sales data king?

Linea Rosa's relevant personnel revealed that the first quarter and the Han fire design were their popularity and design features, while the second quarter continued to cooperate with the sales figures.

The design of Han fire is not only able to sell well its own design series, but also to a certain extent, promote other series of sales, which should be the most favorable news for the brand, and for the star individual, it proves that it really entered the stage of "selling the brain" and "selling the design" from the "selling phase" stage.

Building topics and strengthening gimmicks is also an important reason for the cooperation between brands seeking celebrities or fashion celebrities, because many consumers are numb with the brand name of the rules, but once a special form is born, they are easy to see.

For example, in the most unexpected men's underwear series, the most famous man on earth has been designed and launched the same name series. This cooperation has not only led to a sharp rise in the topic, but also brought the sales figures to the peak again.

At the beginning of this year, H&M, a fast fashion giant who was good at collaborating with different designers, came to Beckham, who was not an old fan.

This series of underwear is designed by Beckham himself and his creative team, including triangular trousers, flat pants, vest, T-shirt, household trousers and autumn clothes and trousers. The first appearance is before the Valentine's day, which can be bought by 1800 branches and 40 brand stores in the world, triggering the global rush wave.

Today, the series has been sold as a fixed product, and Beckham's waking advertisements are everywhere.

The brand is also very optimistic about its prospects, because they notice that consumers look at Beckham's fascination when they are wearing underwear, but do not forget to emphasize their business philosophy again: design is nothing to do with price.

The outside world questioned Beckham's "selling brain" and "selling design" constantly, which allowed the parties to prove their cooperation with Adidas Adidas Original. At the same time, he also admitted that he still had a group of creative teams to help. "In the past few years, I have discussed the design of the underwear series with the team, and we are very clear about the direction of the design."

To tell you the truth, we still believe that Beckham can burn the concept of self design in a certain frame for men's underwear, which is not too much of a design element. After all, this is not too far beyond its professional scope.

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Beckham and H&M jointly launched underwear series, attracting topics and high sales.

 

Sam Lee and Lining brand cooperation smoothly

 

Sam Lee, Lin Dan, Lining brand cooperation shoes

Deeper cooperation trend

Design allows stars

Really love the brand?

The industry also has a saying that the reason why brands seek stars to design special edition products is not only to make consumers fall in love with brands, but also to make celebrities fall in love with brands, because the process of design to production can make the relationship between the two sides more closely, and if it can be carried out smoothly, it will achieve long-term publicity effect.

Wang Xiangsheng, a brand strategy consultant, believes that in the past, it is very elementary to invite some celebrities to endorse brands and take a few photos to do propaganda. In fact, many mature brands abroad will visit for a long time when inviting spokesmen, let stars take the initiative to understand brands, see whether there is any common ground between the two parties, while some brands in China invite celebrities as spokesmen. After a year, apart from taking pictures, the two sides almost have no contact, so the propaganda way is doomed to be short effective, only let the stars take the initiative to love the brand, and consciously and consciously seek you.

Shoes are the only way to succeed.

Therefore, finding a star as a brand designer can be a shortcut to a deeper level of cooperation between brands and stars.

Cooperation begins with communication. Good communication enables both sides to convey the design awareness more accurately.

Hongkong Chaozhou Sam Lee had his own trend brand Subcrew very early, and recently chose to cooperate with the domestic sports brand Lining to launch the special edition product.

Although they seem to have nothing to do before the cooperation because of the different brand ideas, but in Sam Lee's view, this cooperation is very smooth because of good communication. "The Lining brand is mainly behind the production and support behind this. They give us a lot of space to let us do it in design. After we finished, they basically did not oppose our ideas and ideas, and they were very cooperative with us.

For example, I use this.

They have been working hard to find it.

For example, if we find something different, ask us if we can feel it wrong. We feel it is almost the same, and we are not too distant from our imagination.

So this cooperation, they give us space is very free, there are not many restrictions.

Because design is often thought of is very messy, and thought of recording, but the idea of "empty air" is sometimes very different from reality, and it is not what you think you can do. At this time, Lining brand will try to help us achieve it, and it is unlimited support.

Secondly, when you are looking for a star designer, you must not be too ambitious. After all, he must relate to your brand's connotation. Otherwise, even if the two sides agree again and again, it will not be the same.

The cooperation between Sam Lee and Lining brand originated from their cycling activities. Sam Lee's team acted as a performance guest. They also arranged some cyclists around the world to participate in the activities for Lining brand.

After the end of the activity, interaction continued to extend until the current cooperation.

Of course, we dare not say that the stars will only fall in love after they have designed the brand.

This is just the best idea. Otherwise, how can there be some brands that need to replace the designer of the particular style every quarter? {page_break}

A case worthy of reference

 

A emotional type

Tang Wei and Forevermark play big emotional cards.

In March this year, it decided to cooperate with the brand to design diamond ornaments.

But half a year later, the works have not been released.

Just as reporters suddenly remembered this matter and asked privately whether the plan had been shelved, in August, they finally fulfilled their promise.

In the first half of the year, Tang Wei not only went to the mountainous area of Lvliang, but also built a canal with the local children, and went to London, England, to attend the "De course" appreciation course at the headquarters of the group of De Beers.

The cooperation between many stars and fashion brands is not necessarily true to themselves. In the end, Tang Wei is a serious one. In the end, it is only modest to say that he is only involved in the design and does not take credit for himself.

Tang Wei said that the design idea came from a picture of leaving Lvliang: a rainbow appeared on the horizon.

Very positive energy description.

It reminds people not only at the news conference, but when Tang Wei saw the paintings of the children in the mountainous area of Lvliang, he immediately cried out before many reporters.

Such sentimental people, of course, design works must play a big emotional card.

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B

Enjoying type

Luxury goods are not only brand name handbags, but star design is not necessarily a good gift -- star designed bottle, that is, let you enjoy the happy party together.

The flaming Remy Martin VSOP Jolin, the world's limited edition of "dancing heart limit", was designed by Jolin for the first time.

For the first time, it is of course the most secure way to pick materials, that is, the way to dance. Draw lines with white dots and lines, and then grab the eyeballs with rare red flasks.

Jolin said, "red is the most vibrant color.

It can inspire my fighting spirit. "

Of course, buddy piggy has already been the owner of the tide clothes brand. Jolin is catching up with the party too late. He is still having fun with party animals.

 

Converse's cooperation with the artist Kitty Von Sometime is quite advanced.

C avant-garde

The shoe brand CONVERSE recently broke through the traditional pattern with the Iceland artist Kitty Von Sometime. The artist took the latest autumn shoe style of the CONVERSE as the inspiration to shoot the video works.

Although this cooperation has nothing to do with changing the shape of the product, it is also worth noting that artists add vitality to them.