Bonus Break Fashion Brand Regards Joint Partnership As The Biggest Marketing Opportunity.

"Cross-border" seems to have become the current marketing keyword, whether in the east or in the west, in the past 2 years, through the way of "cross-border" into the fashion of this seemingly unrelated industry.

According to the latest report of fashion media Glossy, luxury fashion brands are increasingly relying on the marketing mode of joint cooperation. After investigating 149 fashion and beauty executives, Glossy's professional research team found that 38% of respondents said their brands still regarded cooperation as the biggest marketing opportunity this year, while another 19% chose the flash shop, while 14% of the respondents chose a joint event.

In fact, starting from the cooperation between Louis Vuitton and Supreme in 2017, the spark generated by the collision of different elements and cultures stimulated the enthusiasm of young consumers, and opened a new door to the marketing predicament of luxury fashion brands. At the same time, various joint cooperation flooded the whole market, and usher in a blowout period in 2018.

Supreme, who is good at making fashion, is the biggest beneficiary of this trend.

After winning the first affirmation of Louis Vuitton, luxury brands such as Rimowa and Dolce&Gabbana also approached Supreme on matters related to cooperation. Lacoste, Levi's and The North Face also extended olive branches to the brand, trying to get a share from the heat wave of the street trend.

Up to now, including Damien Hirst, HR Gigar, Murakami Takashi, Larry Clark, Mike Tyson, Terra Patrick, Wu, Larry, and so on, they have worked with Mr.

Last year, Virgil Abloh, the Off-White founder of creative director of Louis Vuitton menswear last year, is also one of the most popular brand partners. Its cooperation with Nike, Converse, IKEA and even champagne brand Mo t&Chandon has been successful.

Among them, Virgil Abloh and Nike cooperation "The Ten" series shoes once occupied the most popular shoe list in the year, every pair of shoes will soon be sold out after being sold on the shelves, and the appreciation space in the resale market is more than 5 to 10 times, which is known as the "Virgil Abloh effect" by the industry.

It is noteworthy that Virgil Abloh abruptly announced that it would end its "The Ten" series with Nike before the end of 2018, but bilateral cooperation will continue.

He also revealed that in 2019, he had many new plans, including exhibitions and fashion shows at the Museum of contemporary art in Chicago, as well as the release of several cooperative series.

According to Instagram intelligence account lasvirgillio, Off-White will launch a joint series with H&M, a fast fashion brand in Sweden. The industry claims that if the news is true, H&M will get new traffic again.

Up to now, neither Off-White nor H&M has responded to the news.

In the face of potential huge benefits, domestic clothing brands have also followed suit, such as Taiping bird and Coca-Cola, Anta and NASA, TYAKASHA and Wangwang milk, and the latest Han dresses and Gucci original creative director's high priced joint series.

Some analysts believe that the brand names become the preferred means of marketing behind the increasingly fierce market environment changes, forcing brands to constantly voice, and even at a weekly rate to create topic fever, leading to the brand and the object of the running in period is infinite compression, products without quality and sincerity, and consumers will soon begin to feel tired, but the game will continue to continue, how to compete among many competitors to become the most concerned topic of the industry.

In this regard, Vic Drabicky, founder and chief executive of January Digital, a marketing agency and brand consultancy, concedes that cooperation between brands and brands is not always successful. He believes that brands need to be vigilant against the loss of existing consumer groups through joint cooperation to attract new consumers. "Consumers are becoming more and more smart, and any discomfort or farfetched cooperation among brands can be immediately sniffed out.

The essential element of successful cooperation is authenticity, so as to provide greater value for the core consumer groups on the basis of their own brands.

The 30 year old American fashion designer, Karan Walker, agrees with this view. Her brand of the same name will launch 4 cooperative series every year. She plans to increase to 5 this year, and will launch a collection of cooperation in 2020. "There is a premise for my cooperation, which is to widen the brand's current areas and enhance brand value, while it is unique and able to create surprises for consumers."

In an interview last year, Edison Chan pointed out, "if you want to make a joint name, it's fun to start with.

Instead of adding two very strong brands and doing something at random, it is not easy to put the Logo on both sides together.

Take Nike and Korean designer Yoon Ahn's latest Nike x Ambush series as an example. Although consumers are generally surprised by the series, one of the fur coats sold in the resale market to $900 is controversial. Some consumers think that the fur coat with Nike Logo looks like Taobao's cottage product.

In addition to brand names and joint names among designers, KOL, such as fashion bloggers with great influence in the social media age, is also a creative partner often considered by brands. For example, the cooperation between Nordstrom's own brand Halogen and Blair Eadie, the cooperation between cosmetic brand Morphe and video KOL James Charles, and the cooperation between Bloomingdale's brand Happily Happily and bloggers.

Mr. Yang Mi, one of the most popular luxury brands in China last year, has launched a limited series of handbags with Tod's and Longchamp. The actress is a well deserved sales hero for Michael Kors. The Whitney series handbags she made with the brand last year sold out quickly.

According to the Glossy Research Report, 55% of the respondents' brand plans increased the investment budget of KOL, while only 3% of the respondents said the company would reduce the expenditure on KOL.

Swimwear brand Summersalt co founder and chief digital officer Reshma Chamberlin said that, like brand cooperation, the cooperation between brand choice and target audience is very important. "When the two sides agree, even if there is paid cooperation, consumers will have a good impression of brand and KOL," said Chamberlin.

Reshma Chamberlin also believes that when a KOL really likes a product of a brand, it is conducive to the better dissemination of brand information. Even if the sales volume does not change noticeable immediately, it will also increase the brand's popularity in the eyes of consumers.

Needless to say, whether it is luxury or fashion, there will be more brands to change their marketing strategies in order to keep up with the trend of light industry. However, when the production of explosive products is more market-oriented than before, how to correctly utilize joint partnership to empower themselves or even achieve a win-win situation is still a challenge.