What Motives Does Supreme Have In Conjunction With RIMOWA?

According to the world clothing and shoe net, in April 9th, Supreme uploaded a movie without warning to the official Instagram.

Launch joint business plan.

This joint series is modeled on the RIMOWA Kanban style "Topas" and is launched in two sizes: black and red, double color, 82L and 45L.

Starting from the first sale of SOHO store in London in April 12th, six shops attracted the tide of people from all over the world to queue up overnight.

Among them, the most popular red 82L style at the eBay fry price has already broken through the US $6800 mark and is hard to find.

This joint project has attracted many people's curiosity. Is it simply a combination of strong and powerful companies, or is there any other business strategy behind it?

In 2018, we officially welcomed the 120th anniversary RIMOWA of the brand. Over the past hundred years, no matter how many new suitcases there are.

RIMOWA has always been on the leading brand of the industry.

In depth, what is the strength of RIMOWA? The excellent appearance and durable material are absolutely the same answer.

In fact, RIMOWA's classic 100% discount.

Sampled from the first commercial aircraft carrier Junkers F13 in aviation history, the wave streamline wrinkles over the years have also become an everlasting Kanban marker for RIMOWA.

RIMOWA, known as the perfect embodiment of the spirit of German occupation, has two kinds of materials: Aluminum (aluminum magnesium alloy) and Polycarbonate (polycarbonate).

As early as 1937, Aluminum, which was published in 1937, can be produced by 205 components and 90 complex processes. It is a classic brand of the brand.

The Polycarbonate (polycarbonate), which was launched in 2000, is another RIMOWA sign fabric.

Polycarbonate (polycarbonate) is also known as bullet proof plastic. Therefore, this material has stable performance of crashworthiness, wear resistance and heat resistance. RIMOWA is also the first travel brand to make suitcase with this material.

Later, RIMOWA also applied for patents, making RIMOWA the leading brand in the world to use 100% Polycarbonate to make suitcases.

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At the same time, despite the high cost of human resources in Germany, RIMOWA has been insisting on the production of every suitcase by hand at its headquarters in Cologne, Germany for over 100 years.

Such insistence also lets RIMOWA be favored by the Hollywood industry, which is always fashionable and quality. So in many large production action movies, we can see the trace of RIMOWA luggage.

As for the current Supreme in the street brand, there is no two of the time. Why would this time choose the RIMOWA cooperation cooperation series? I think the joint effort is to create a one-off topic, rather than a future Supreme or a long-term strategic partnership with LVMH group.

According to the first quarter financial report of LVMH 2018, which had just been released in April 10th, sales of LVMH group rose by 10% to $10 billion 850 million last quarter, with an organic growth of 13%. Not only did it write a new record but also far exceeded that of the market and analysts' expectations, and the group's best performers were Louis Vuitton (4 billion 270 million euros), which accounted for nearly 40% of the total.

RIMOWA also sold 80% stake to LVMH group in 2016 at a price of 640 million euros.

As Liu Xiuyun, general manager of Tmall apparel department, said, there will be two big blocks for all luxury brands in the future: young people and Chinese market.

And this can also be reflected in the layout of LVMH 2018. The most obvious example is Virgil Abloh's entry into the Louis Vuitton men's wear series.

And the other sector, like last year's Supreme and Louis Vuitton combined series, must synchronize with each other to increase more potential customers.

Therefore, after last year's Louis Vuitton and RIMOWA this year, we can look forward to the brand of the following LVMH group, especially the members of KENZO, Givenchy and Marc Jacobs, who are "heavy". In the near future, we will jointly launch the possibility of the joint series with Supreme to stir up more interesting chemical reactions for the consumer market.

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