Clothing Brands Need To Reshape Their Values And Cater To The Tastes Of Young Consumers.

Making explosions is a marketing method commonly used by brands.

The joint play with designers is more likely to attract the public's attention and enhance the artistic taste of the brand.

UNIQLO sold a series of costumes for the former Hermes designer Lemaire, which sold out quickly.

In early May, UNIQLO introduced a limited T-shirt, which was jointly owned by New York graffiti artist KAWS, in various stores. Queues in Beijing, Shanghai and other cities were queued up, and there were 10 people holding a limited T-shirt in line.

Reporters found that the second day limited T-shirts have landed on WeChat, Taobao and other platforms to sell at double the price, and some even rise to 3 to 5 times.

In fact, UNIQLO's publicity campaign for the launch of the joint T-shirt is not much preheated. Some domestic consumers do not know much about KAWS themselves. Some customers who queued up for the joint purchase said frankly that they had seen the circle of friends and queues at the scene and rushed to catch up.

In contrast, KAWS is more popular in New York, and is recognized as one of the most influential graffiti artists.

Unlike other people who paint on streets, trains and trains, he is keen to graffiti on fashion posters such as DKNY and CK.

The symbol of his classics is the skull and "x bone", which often plays the role of "X" on posters.

Strangely enough, he likes to take off the brand posters and bring them back to the studio.

So KAWS is also called "graffiti".

Because the poster he was graffiti was soon discovered and replaced, this made his work more valuable.

Later, even fashion brand DIESEL took the initiative to send his poster to graffiti to attract young consumers.

Nike is rebellious and sexy.

After Nike unveiled the latest joint plan, the fashion world that watched similar news still made a lot of exclamation, because this time we want to cooperate with Olivier Rousteing, the creative director of BALMAIN.

In the evaluation of this joint venture, the most common term is "epic level".

Why is such an evaluation not difficult to understand? OlivierRousteing is a symbol of fashion, rebellion and sexy. It has revival the BALMAIN's drum. Its excellent social skills also made BALMAIN brand the first choice for celebrities to attend the event.

The strong and gorgeous design style of OlivierRousteing, such as Gothic, rock and roll, and NikeLab's avant-garde in the design are in some degree compatible. In the past, NIKE's cooperation funds are more partial movement wind and practical type, and now the initial combination with OlivierRousteing should rub some different sparks.

At the same time, it also reveals the determination of Nike to make fun and topic.

Olivier Rousteing also launched a joint series with fast fashion H&M last year, but it was jointly carried out by the joint BALMAIN design team.

Before the sale of BALMAIN brand design style, but the price is even more popular, many netizens spontaneously queue up at the selling point to sell the floor shop and sell it, which is comparable to the sale of new Apple products, which is impressive.

Therefore, we have no doubt that the launch of the new joint venture will lead to a new round of hot waves in the fashion industry, especially in the 1990s.

After Halena's (Rihanna) and Puma's joint series of Fentyx Puma launched Creeper sports shoes and training shoes were sold out, recently Halena launched a new plush slipper.

The slippers were officially sold on official website at the end of April, and sold out in a few minutes.

But at the same time, the sale of online auction website eBay has just begun. Due to the strong appeal of Rihanna, as a pair of slippers made of plastic and artificial fur, the price of eBay has gone far beyond 80 dollars.

According to eBay data, more than 300 sellers on eBay are selling the slippers at an average price of $174.

On the eBay auction platform, buyers need to bid for bidding. The bid price has already exceeded 200 US dollars.

One pair of Fentyx Puma plush slippers has been bid 41 times, the tender price is $305, if there is no other buyer in the next 20 hours, the shoes will be sold for 305 dollars.

According to eBay data, the most popular type of fluffy slippers is 7.5 yards pink, which has exceeded 300 dollars at present.

What is even more surprising is that the eBay official has confirmed that a buyer bought a pair of 6.5 yards black plush slippers at a price of 1000 US dollars.

Some consumers say that Fentyx Puma slippers are different from household slippers, and they can match everyday clothes.

Whether at home or abroad, Internet celebrities are the hottest words in recent years. Their fans in social media are tens of millions of fans. The appeal of fashion is not to be underestimated. The annual income is even tens of millions of people. The commercial value hidden behind them is constantly being developed.

Rihanna is undoubtedly a successful net red, no matter her fashion influence or business value is enormous.

A brand executive revealed that everything related to Rihanna can break the record, behind which Rihanna has enormous social media influence. At present, there are more than 35 million fans in Instagram alone, without losing any fashion brand.

Some analysts say that the new generation of advertising spokesmen has jumped out of the traditional celebrity model thinking to become a popular star who caters to the habit of spending 90 percent of the time, who will dominate the social media and who will be the star of tomorrow, and whose products will get more exposure.

During the New York fashion week this year, Halena successfully beat Kanye West to become the most talked about designer in New York fashion week.

According to Twitter data, Rihanna Puma's FENTYPumaby Rihanna series has made her the hottest designer, and Puma brand has become the hottest brand in New York fashion week.

LV "lay down" and hold Nike thigh.

Can not afford to lose the poor sales performance, the famous French luxury brand LV also "lay down", and the famous sports brand Nike launched joint products.

LV menswear art director Kim Jone has recently announced that it has become the latest partner of Nike, and will cooperate with NikeLab on the launch of footwear and apparel products, which will be on sale in July.

Compared with the past fashion brands competing for luxury brand cooperation, this scenario can be reversed.

The industry believes that luxury brands allow their creative directors to cooperate with other brands in their personal name, hoping to "Nike thighs" to increase brand exposure and gain popularity. Nike will take the opportunity to enhance its reputation.

According to relevant sources, the sportswear series designed by Kim Jone for Nike Lab includes men.

Jackets, tops and trousers are priced between 65 and 275 dollars.

Insiders expect that the cooperation between Nike and LV will trigger a panic buying rush.

He believes that today's consumer groups have changed, and after 85 or even 90 percent become the main consumer, their tastes are more individualized, and the launch of a new joint name of luxury goods can effectively stimulate the buying desire of these consumer groups.

Zhou Ting, President of the Institute of wealth and quality, believes that with the gradual loss of old customers and the slow entry of new post-90s consumers, LV has encountered unprecedented sales pressure in the past year. "LV and Nike will cooperate to test the water in the mass market, further let the product go on the road of cost-effective, and sink products and markets to attract young people."