Why Are The Big Trend Brands Collaborating With The Influential Websites In The Street?

Like Highsnobiety and Hypebeast, the trend website has only reported what products are focused on Supreme, but now they are also working with Louis Vuitton, Dior and Gucci.

According to the world clothing and shoe net, last November, Gucci In collaboration with Highsnobiety, we published a "ready to buy" product catalogue to create a series of early spring holidays with graffiti as inspiration in conjunction with the former Snowboard player, the artist Trevor Andrew (aka "GucciGhost"), to create the 2017 early spring holiday series. According to Highsnobiety statistics, a few days before the launch of the brochure, the product catalog of the New York skateboard group took over 1 million exposure. The first week brought 2700 hits to the Gucci e-commerce website.

At present, the Highsnobiety website attracts more than 6 million 500 thousand independent visitors per month, while Hypebeast has about 9 million. "At that time, fashion. Design Outside fashion People in the creative field who are interested can say that there are not many choices. In Europe, I don't feel fit for the courses offered by the school, "explains David Fischer. In 2005, the student who was still studying at Swiss business school began to spanform "bloggers" and set up Highsnobiety blog. "From the first day of its founding, this blog is about products, shoes culture and street art. These are all things I love.

In the same year, Kevin Ma, a Hongkong student and student living in Vancouver, also founded the Hypebeast shoe blog of Ma Bairong. He recalled the situation at that time. "At that time, I liked collecting sports shoes. In order to buy shoes not afraid of queuing, I collected information on the tennis shoes forum such as Nike Talk, but at that time, such information was very scattered, so I decided to record my findings."

Over the years, although these websites have begun to accelerate the pace of expansion and accumulate a lot of popularity, luxury brands always keep a distance from them. Ma Bairong said, "in the past, people just classified US as" street trend bloggers "and told us that we must stick to this track of development, but we actually think that our development path can be very broad. We always hope that street fashion can be juxtaposed with high fashion and do not want to make a distinction between them. "

Fischer agrees with his point of view and says, "there is a strange relationship between" what is considered "and" what is reality ", the two. People still think we are a niche website, but the website with 500 million exposure per month is not a niche.

But with the growth of Hypebeast and Highsnobiety, the gap between high-end fashion and street trend has begun to pull in and finally reach a climax. The street luxury brand such as Vetements has been born. In 2006, the rise of Hood By Air in Shayne Oliver and the street style in Givenchy design of Riccardo Tisci symbolized the great return of this force. By 2012, everyone from Balenciaga Nicolas, Ghesqui re, to Alexander Wang had invoked the street trend in some way. In the same year, Hypebeast invited Dior Homme art director Kris Van Assche to debut on its first edition of the magazine cover. The theme of the current issue is the synergy between refined culture and popular culture.

Some readers will be confused. But luxury brands soon noticed this phenomenon, because it is not only the rise of street clothing, but also the impact of websites such as Highsnobiety and Hypebeast on the "millennial generation", which is the most powerful generation in the history. Bain consulting (Bain & amp; Company) expects that the millennial generation will boost the value of personal luxury goods to 290 billion euros in the next 3 years, which will occupy 45% of the total sales of personal luxury goods by 2025.

"We met the first critical node at the end of the first 10 years of twenty-first Century: the brand really started to touch these publications and began to trust their fans," said Brian Trunzo, senior director of WGSN fashion Menswear, a market trend forecasting agency.

At the same time, the media industry has also undergone dramatic changes, attracting brands to take away marketing expenses from traditional advertising fields and to guide content and soft language. This is what Hypebeast and Highsnobiety hope to make use of.

"This ecosystem has changed, especially the" millennial generation "that has been discussed too much. How does it interact with fashion, style and culture? This ecosystem is also changing. For luxury brands, because of their close ties with the "millennial generation", it is very important to understand the trend, "said Robert Triefus, chief marketing officer of Gucci." the brand has been working closely with Hypebeast and Highsnobiety in the past three seasons. "I believe that our relationship with Hypebeast, Highsnobiety and other media is absolutely part of the changing ecosystem and its content and narrative creation."

Levi s chief marketing officer Jennifer Sey is also working with two publishing companies: "what we can do is to advertise directly, but consumers are skeptical of traditional advertisements, but if these websites are doing, it seems that they have gained some recognition automatically."

"Luxury brands and street brands are drawing closer to each other. It can be said that we have successfully established the authority and stability of a media brand to bridge the gap between the developing trend and mainstream media," Fischer said. "We can" package "information to these readers who are leading the trend and operate globally.

In February this year, Highsnobiety and Hypebeast set up Highsnobiety+ and Hypemaker, respectively, to cater for the growing demand for brand partnership. Fischer said, "customers want to know how to contact the world's most influential audiences at any time, so we need to talk to partners like us."

"There is no doubt that practice has proved that this type of content is attractive and can produce results in the end," Triefus added. "But this does not mean that the old partners and systems are irrelevant. It simply means that you can more adjust your own system and develop your content in a more comprehensive way."

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