UNIQLO Jointly Cited And Looted, Why Do We All Love The Joint Name?

Recently, friends circle and micro-blog have been cleaning a video of a T-shirt frantically by a group of people.

There was a day when there was no light. There were drill doors, hundreds of meters running, losing mobile phones, banknotes and slippers, and fighting for T-shirts.

Every summer, the UT series of UNIQLO will be popular. But this time, the buying posture is too fierce. The key reason is that this is the last time that UNIQLO cooperated with KAWS.

UNIQLO and KAWS jointly launched clothes at the Tmall flagship store in UNIQLO at 0:00 on June 3rd, almost seconds empty.

Late at night, the squatting line failed to rush to buy, so people fought for offline stores.

See the sample clothes on the human model, pick up a couple of shopping baskets on both hands and go up and down.

All the people rushed to the top two stores of UNIQLO.

The original 99 yuan clothes were hyped to more than 600 by cattle.

This farce is almost the same as that of Starbucks cat claw cup 3 months ago.

The only difference is that those who robbed the cat's paw cup were mainly girls.

Nowadays, people who grab uniforms and KAWS jointly wear clothes are mainly male.

Boys are addicted to AJ and games. Girls are addicted to lipsticks and bags. In a sense, there is no difference between them.

To limit the number of shoes, limit the package, and limit lipstick, the layman can see that "joint name + restriction" can often buy people the illusion of earning.

From the professional perspective, this is the realization of consumerism with the same goal.

99 yuan is your latest chance to tide off the cards.

That is, how much more attractive than the ordinary T-shirt, with two eyes painted "XX", ears like fan ears, 4 teeth showing up, and some silly faces showing cartoon characters.

Let's start with KAWS itself. He is an American trend artist who started from street graffiti. His original name is Brian.

KAWS is keen on commercial posters in New York street graffiti bus stops or telephone kiosks. Unlike ordinary graffiti, KAWS always adds his own original graffiti pattern on advertisements posters, which makes him a unique personality tag.

In 2016, KAWS started its first collaboration with UNIQLO, when the joint limit was limited to 10 pieces per person, and T-shirts were placed on the counter with thick piles.

Until now, a limited amount of money is restricted to 2 pieces per person.

It has been 3 years apart. How did it become the present scene?

The warning words such as "last time" and "out of print" have naturally made a valuable label for this joint venture. However, behind the success is the fancy marketing of UNIQLO.

For the first time, when collaborate with KAWS series, more than a month ago, UNIQLO began to instil "KAWS who" and "why his works are popular and treasured" through Internet opinion leaders and fashion media.

On sale, it emphasized the experience of stores, and displayed large-scale displays in windows, walls and flagship stores.

"E-commerce online" combing found that since May 26th, this KAWS x UNIQLO products began to preheat.

Over the next few days, micro-blog gradually revealed the color and style of this series of products. In June 3rd, when Jing Bairan released micro-blog wearing the same T-shirt, the attention reached its peak.

It's not difficult to understand the star's explosion of KAWS's joint name. Almost all of KAWS's previous cooperation is luxury brand, and the joint dolls with Dior are priced at 50 thousand yuan, and now they have been fired to 160 thousand yuan.

The joint T-shirt is not so expensive, but the official price also needs four digits.

In April this year, an auction brought KAWS's artistic value to the peak again - a painting created by KAWS in 2005, with one hundred million Hong Kong dollars in Sotheby, Hongkong.

As a result, we seem to be able to understand what people think of a T - shirt who are breaking their heads. After all, 99 yuan can buy something worth hundreds of millions of things.

Why do we all love joint names?

We are no stranger to this hot spot of KAWS and UNIQLO's joint venture. After all, the fierce scenes of Starbucks cat paw cup are still in sight.

Speaking of the successful cases of joint name, there are countless, especially in the field of sports brand, queuing and equal sign scenes are common.

Three years ago, Adidas spent $10 million to make rap singer Kanye West a designer. In the same year, Yeezy sports shoes became a new burst after StanSmith and NMD.

The influence of entertainment stars and the appeal of social networks have even brought Adidas back to the second seats in the US sports market. The same marketing logic and the cooperation between black singer Rihanna and Puma, if the hand of ADI and Kan is "icing on the cake", Rihanna is to make Puma "reborn".

The popularity of the joint venture has made it impossible for the old luxury brands to sit still, such as LV, Givenchy and so on. They also condescended to join Nike in making joint sports shoes.

For brands, the joint name is the mutual borrowing between brands, and the strength of 1+1 is greater than two, and they will reach each other's fans circle.

Such as Nike and Supreme's annual cooperation, such joint works, do not even need too much marketing, stable win-win.

Can Adidas and Nike, ZARA and UNIQLO join a joint venture? Will they become an invincible cottage style and not to mention that the key is the same type of two brands. If we cooperate, we can not achieve the effective extension and expansion of the brand.

The popularity of the joint venture is inseparable from the support of the "fans economy". For users, it can spend a sum of money to buy two brands of "illusion", especially those who walk down the altar of luxury goods, and hand in hand with civilian brands, so that the products are more popular and the prices are more close to the people.

KAWS, a famous designer, said, "I don't want you to spend 200 dollars on my T-shirt, so I chose to cooperate with UNIQLO."

For consumers, IP is like a belief, and faith is valuable, but not trust is worthless.

In the media coverage of the "mass robbery of UNIQLO T-shirt", the commentary is almost pure sarcasm and repugnance. Some people think this T-shirt is too ugly, some people do not understand why they want to grab it, others feel that the person who grabs it is full of support. The side of the comment and the frenzy of the video show a sharp contrast, which fully proves "honey and arsenic".

Apart from the fact that true love powder pays for their beliefs, a greater part of people still feel the mentality of buying.

Just like pig pig girls are keen to follow the joint lipstick, pig boys stay up late to watch AJ, queuing consumers do not know what to spend money to buy back, for them, these halo goods are just giving them a symbolic meaning and bringing a little stimulation in plain life.

A lot of additional value is printed on the T-shirt, but the price is not increased, which produces the feeling of "too much value", and the desire to buy it is greatly stimulated.

An interesting phenomenon is that data from Tmall show that the largest number of users who snapped up KAWS joint venture came from Wenzhou.

Back to the leisure fish platform, we can see that people in Wenzhou have begun to sell at a price of 2 times. It seems that Wenzhou's business savvy is well deserved.

Will the joint venture be the last straw of fast fashion?

In recent years, Forever21, Topshop and other brands have been withdrawing from the Chinese market. ZARA has fallen into a sluggish growth. In order to reduce inventories, H&M, the fast elimination giant, comes from time to time.

In contrast, the days of UNIQLO were still unfettered. Its 2018 earnings showed that sales in overseas markets including greater China increased by 26.6% compared with last year, and it has reached 55 billion 100 million yuan, and the first time it has surpassed the Japanese market.

Sales of physical shops and online stores in China are growing, accounting for 15% of the total in Greater China.

This time, with the help of KAWS joint fund, Tmall search volume of UNIQLO has soared 37 times.

Since the joint venture is so successful, is it possible for fast fashion brands to do it?

Indeed, the fast fashion brand has always been a veteran player of the joint venture. After all, the low price is matched with the tide card and the luxury brand's holdings.

H&M is a senior player of the joint fund. It has launched a joint venture with Kenzo, Hermes, MOSCHINO and so on.

But joint money is also a double-edged sword, not every joint name means buying.

In 2017, UNIQLO had co worked with Loewe creative director J.W.Anderson, but consumers did not buy this cooperative product, not only on the Internet, but also in actual purchases.

"This series of product design is too picky, it will encounter obstacles in circulation, and the value of pformation can not be high."

The white feather evaluation of fashion clothes is very sensitive.

Almost every year, H&M, a joint venture, has also fallen through last year.

In November 2017, H&M officially launched the 2017 designer cooperation series H&M * ERDEM in China.

Although the number of stores has been reduced from 14 to 5, the crazily queuing phenomenon is gone forever.

"These joint names are too unambitious. Not only the styles and fabrics are poor, but also the price cut after the start, which makes it very worthless to spend time and money on the limited purchase."

White feather analysis.

In fact, the early joint style is regarded as an artistic creation, not just limited as a gimmick.

Although there are many outstanding series later, when more and more businessmen think this is a good business, the joint name is not so easy.

Like H&M's cooperation with Kenzo, it was originally seen as a "warm up" of the two brands in the outside world, but the result was a lot of criticism, because the style was too exaggerated and hard to control.

Of course, for the fast fashion brand, the core of the joint name can only be added as a icing on the cake, rather than a timely supply of goods, improving the quality of products and setting up a real quality guarantee.