Why Is The Relationship Between Luxury Brand And Tide Brand So Close?

The relationship with tide cards has never been as close as it is today.

According to the world clothing shoes and hats net, France is luxurious and old.

Tide cards with New York

The joint series of sales broke through one hundred million euros, helping the latter become the first wave valuation company worth more than 10 billion dollars.

Just ten years ago, Louis Vittion also brought Supreme to court, accusing the latter of using the brand classic print pattern on their skateboards.

From the origin and definition of luxury brand and tide brand, it can be said to be two distinct categories.

Luxury brands are elegant and sophisticated, with target customers for the middle class and above. The tide brand comes from the streets, for skateboarding teenagers, punk lovers, street graffiti and problem teenagers.

What is the meaning of luxury brands becoming more and more intimate with tide brands?

Mr Porter managing director Toby Bateman Bateman pointed out that the core of the joint venture is "smart marketing", which is best known for Chao's brand. The hype and hunger marketing on social platforms provide protection for product sales.

For luxury brands, the limited joint series is a convenient low-cost shortcut without changing the production and delivery cycle of core products and meeting the needs of young consumers.

Toby Bateman said: "Nike has been doing this for many years, and they will limit the output of one shoe to thousands of pairs, and then provide 100 pairs for each of the few retailers in the world."

Nike, Adidas, Puma and other sports brands have always been the best players in the joint venture. The price of the limited sports shoes with the tide brand can even be sold to 10 times the original price.

Stylebop.com's Kyvetos believes that luxury brands and retailers are joining the next generation of consumers through joint names, hoping that the latter will become a driving force for growth in the next 20~30 years.

The support group of luxury brands and tide brands.

The vigorous development of the electricity supplier and the lagging behind of traditional marketing methods have led to difficulties in the wholesale and retail industry.

In 2016, the global personal luxury market began to grow for the first time since the economic crisis, at a level of $293 billion.

Ashwin Deshmukh, Hungry intelligence director of digital institution, believes that "sales channels are exhausted and boring", contributing to the cooperation between luxury brands and tide brands.

"Luxury brands can't come up with great ideas, so they are getting attention again by creating scarcity artificially through joint mode."

Chao brand Amiri Mike Amiri said: "tide brand is to create luxury through scarcity.

Including electricity providers, we only provide a small number of products, and only with a few cooperative partners.

We restrict distribution channels to ensure that they are sold only in specific stores, which is similar to the behavior of luxury brands.

Some people believe that the change of consumer demand makes it necessary for luxury brands to join hands.

"By this way, the brand can build more active relationships with customers," said WGSN senior men's editor and Brian Trunzo founder Brian Trunzo, a co - founder of New York's famous men's clothing store, Carson.

Although diluted the characteristics of the underground brand and the small group, let chao chao get the recognition it deserved.

Tide card now has its own place. "

Barneys, Bergdorf and other luxury department stores sell the brand name Heron Preston, the founder of the same name, said: "the young people now find that there is no need to distinguish strictly, but to mix the luxury brand with the tide brand to create a completely new space."

He also pointed out that in the future, tide cards will play a more important role in the field of luxury goods, along with the action of tide cards in fashion week and the cooperation with luxury brands.

Adam Wray, senior editor of Sense, points out that luxury brands focus more on the marketing strategy or brand cooperation of Chao brand, and more on the design aesthetics of the schools of tide brands.

"Brand is raising the value of simple products such as T-shirts and so on, and it also uses a more interesting and symbolic design."

For example, Givenchy released the Rottweiler T-shirt in 2011, the Gucci Donald's recent Donald Duck series.

Adam Wray points out that the new luxury brand designer who comes from the tide brand, such as the Demna Balenciaga, the creative director of Balenciaga, is able to inject differentiated design ideas into the traditional luxury brands.

Compared with the previous designer, they paid more attention to the production of goods under the T platform.

"The fashion displayed before the big show is basically not going into production, and the designers of Demna Gvasalia reject such a way of doing things.

Today, fashion shows on luxury brands are also likely to appear on the streets.

She has worked with Supreme, Off-White, Vetements and Gosha Rubchinskiy, and Ashley Lang, vice president of Levi s European sales planning, said: "fashion is no longer the trend of luxury brands to drive from top to bottom, and tide brands are also driving the trend upward."

Opposing voices of luxury brands and tide brand cooperation:

Stavros Karelis Karelis, founder and purchasing director of the independent concept store in London, said that the brand must not underestimate the strength of the community.

"The tide of success has its own philosophy and way of life, such as photography, music or skateboarding.

The cooperation between the two sides is not a Logo, but rather an important signal to send and receive: we share a common interest. We are a group.

Broolyn Perie, the creative director of the Kinfolk store, who has an objection, said: "the problem now is that the luxury brand hand in hand tide brand lacks authenticity." Jey

Authenticity and lifestyle are the core of tide cards.

This is the reason for our existence. We can never borrow it. "

Ashwin Deshmukh, the opposite side, points out that luxury brands do not have many fanatical culture of tide brands.

Take the latest joint series of The Good Company and Reebok (Reebok) as an example, hip-hop singer Frank Ocean surprised to come out and chat with the participants.

If it is Louis Vuitton, it may be the invitation to pay Frank Ocean performances to attract crowds.

"I think this behavior is rude." (luxury brands) they always do the same thing, find cultural products or change trends, and use them for their own purposes.

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