What Kind Of Sparks Can Fast Fashion And Designer Collaborate With?

About Christophe Lemaire, the industry has given a lot of attention in recent years. Designer The biggest halo on his head was the Jean-Paul Gaultier, the old naughty designer who had taken over from 2010 to 2014 at HERM S. brand Of Women's wear The Ministry is the creative director. Before that, the designer who worked for people was a low-key designer who worked for the French brand LACOSTE for more than ten years. For UNIQLO, cooperation with advanced garment designers is not started with Christophe Lemaire.

In 2009, UNIQLO joined the German designer Jil Sander, who was known as the "Queen of Minimalism", to launch a special cooperation series named +J. It only lasted for a long time. After several rounds of cooperation, the willful Jil Sander finally chose to split up with UNIQLO. Since then, UNIQLO has collaborated with a number of fashion celebrities such as VOGUE magazine, the French editor, Carine Roitfeld, in a series of costumes, but for various reasons, sales of these temporary series have been mediocre.

Until Christophe Lemaire was invited to create the UNIQLO AND LEMAIRE series as a guest designer, and finally confirmed that he was formally incorporated into the brand creative department before long ago, she was relieved by countless consumers who were expecting the UNIQLO.

Unlike H&M's strategy, UNIQLO's earlier joint partnership series is more cautious when choosing partners. And no matter what Jil Sander or Christophe Lemaire is, it is not the designer who is most concerned by young people in the senior clothing industry. On the contrary, apart from the attitude of the two designers, their style of work reflects a more peaceful posture, which is basically coincided with the plain understated style consistently maintained by the UNIQLO brand product series. So what can such a designer bring to UNIQLO? People who consume the +J series and UNIQLO AND LEMAIRE series probably understand one or two of them.

The gimmick of cooperation can not completely affect the sales of these series of garments. The wearer can feel the design thoughts and brand quality of these products from these two series of garments. It is no wonder that a lot of followers stand up to defend the innocence of the brand when the negative news of Sanlitun flagship store hits. In the eyes of mature and loyal consumers, this is obviously not a conscientious clothing enterprise that needs to rely on speculation to create business opportunities.

Conversely, what did Jil Sander and Christophe Lemaire look at UNIQLO brands?

Karl Lagerfeld first signed a temporary cooperation agreement with H&M in 2004, opening the first step of cross-border cooperation between fast selling fashion and advanced garments. H&M borrowed the aureole of the former CHANEL brand designer and put that cooperation into the history of fast fashion marketing strategy. Since then, almost every piece of H&M has chosen a popular designer to cooperate, and the selected designers from the senior clothing industry have great differences in their design styles. But they still make each side get rich in two aspects of fame and gain every time.

The designer chosen by H&M is lucky because it fully confirms the position of the designer in the senior garment industry. On the other hand, it does not require the designer to spend too much energy (at least not to take pains to find inspiration for a new series in the name of the brand of his full-time service). From the past design, some details can be selected and revised to sell the design to H&M, which is fully responsible for the production and sale. After sitting on the day of sale, such as the long crowd crowding into the store, they will always remember the designer's name and even convert some of them into a loyal customer of the designer who works full-time.

UNIQLO and H&M do the same thing on the surface, but in fact implement a completely different marketing strategy. H&M has won impressive sales results, giving the designers more power to add to the general aura, while UNIQLO and Christophe Lemaire seem to try to match each other for a period of time before deciding to formally enter the "marriage" hall. Clothes, like people, Christophe Lemaire is a real person.