IP Ten Years -- The Strength Of Clothing Brand Joint Name

At 0 o'clock in April 24th, the avenger 4 premiere was unveiled, with more than 100 thousand viewing times and 700 million box office.

Manwei IP, from manga to film and television drama, has accumulated fans for decades, making it play a decisive role in all fields of industry.

Beauty, sports shoes, clothing... As long as the joint with man Wei, there will be a large number of fans to pay for this.

Because of the identity of common cultural values, contemporary young people always have extraordinary enthusiasm for IP consumer goods.

Recently, UNIQLO, Bosideng and other clothing brands once again launched the cooperation series, which attracts the eyes as much as the film itself.

UNIQLO & amp; X JASON POLAN UT

Every time UNIQLO's short sleeved UT seems to attract Chinese consumers.

In 2018, UNIQLO launched the 13 Marvel x UniqloUT superhero comic themed T-shirt, which was looted by the fans of the mango market, and the stores at Tmall flagship store and offline stores were out of stock.

It seems to commemorate the end of a generation of Avengers. UNIQLO once again launched UT, the theme of last year's design. Last year's design originated from the creation of fans on the Internet. This year, all the designs come from the creation of Jason Polan, a New York artist who is good at portraying characters, animals and food.

This UT is dominated by sketching style, so that the heroes of mango return to the unique charm of the comics itself.

UNIQLO made the slogan "wear UT to see the complex 4". The time for the launch of the listing was fixed on April 20th, the first Saturday before the premiere of the 4 film.

To attract more fans to buy and expand product influence, UNIQLO has launched a series of promotional activities:

1. buy a set of cooperative UT gifts, including stickers, bags, limited to 7000.

2. commenting on the commentary area of WeChat public comment, giving out the story of "making you laugh". During the activity period, 10 of the selected people on the wall can get the limited edition of the 1 heroes.

In just 4 days, the WeChat has accumulated 100 thousand + comments, and its ability to carry cargo can be seen.

Bosideng X man Wei

Bosideng and man Wei are no longer novice in cooperation.

In last winter, Bosideng had introduced a number of men's cooperative down coats, breakthroughs in the technology of plaid filling and advanced precision sewing technology, to eliminate the embarrassment of drilling, and to keep warm technology.

ChrisEvans, captain of the US team, has also recorded a new year's video for fans in China wearing the captain's down jacket, which has continued the Boston fashion week in New York. It has also set up a young fashion image and expanded its influence on young people in the mainstream consumer groups in China.

In April 15th, Bosideng joined hands again to win the bravery, courageous and righteous spirit of superheroes, and launched a series of spring and summer costumes including sunscreen clothes, T-shirts and sports pants.

So, what are the characteristics or advantages of Bosideng's joint name in the joint name of many brands? Bosideng brand team tells China apparel network: 1. this time the costumes use distinctive fabrics and have super sunscreen properties; 2., the clothing has integrated into the expertise of experts.

Sunscreen clothing is the main product of Bosideng.

Bosideng redefined sunscreen with "four heavy technologies" in summer. It pays attention to sunscreen, ventilation and waterproof function on fabric selection: UV protection rinse for UPD40+, can resist 95% ultraviolet rays; super fine yarn can make air permeability as high as 27mm/s; multilayer pore structure can absorb the heat generated by the body to bring cool feeling; the level Four above water repellent function, rebound water droplet resistance to moisture.

Since its launch, Bosideng has done a lot of promotional activities in order to expand its influence.

1. fan interaction of WeChat public number, message vote to give the man Wei doll.

2. purchase the designated new product to give the movie ticket;

3. in Hangzhou, Shanghai, Chengdu, Changchun and other places open Bosideng man Wei theme shop.

From online to offline, Bosideng's marketing campaign will last 15 days until April 30th.

The strength of fans' economy has made the IP consumer goods market in garment industry grow stronger and become an excellent way for some brands to break through and attract consumers themselves.

UNIQLO, which is constantly deepening consumer demand, and Bosideng, who is willing to break the stereotype, is already a leader in the apparel joint market.

But no matter who is going back to the origin, in the eyes of clothing consumers, it is not only the IP culture that is attached to clothing, but also the brand and clothing itself.

If you play this card with excellent quality, you will be able to walk better in the industry.