Anna Sui Enters The Sports Circle, Can "Designer" Brand Turn Over?

The combination of fashion and sports, sports and leisure, fashion movement has become a worldwide trend of popularity, the entire apparel industry is through multi-dimensional, full range of ways to meet consumers' pursuit of sports trends.

According to the data released by the prospective industry research institute, the market scale of China's sports apparel industry in 2018 was about 230 billion 800 million yuan, an increase of 11% over the previous year.

In August last year, NetEase launched its first independent sportswear brand, Yessing, which was sold in NetEase's strict selection, NetEase koala and Jingdong mall.

JNBY launched sports and leisure brand Reverb by JNBY last year, mainly in sports, asexual and sustainable fashion.

At the beginning of this year, JNBY launched the independent sports clothing brand PEU PEU and opened its first store in Hangzhou.

American sportswear giant Nike entered the Yoga market early this year and launched the first professional yoga series Nike Yoga Collection.

Among many Chinese designer brands, ANNA SUI Anna Sui is also one of the well-known brands. TA, who has been silent for many years, is constantly seeking transformation and seeking breakthroughs in order not to be forgotten and abandoned, and has recently entered the field of sports apparel.

01

The vogue spirit perfume once red extremely once but has no explosion.

ANNA SUI is the same name brand founded by Chinese American fashion designer Anna Sui in 1981. The first store is located in SOHO District, New York. Starting from fashion and expanding into different fields such as beauty, perfume, accessories, clothing and so on, ANNA SUI is tagged with the unique personality and design style of "cool and cool girl". It still takes part in New York fashion week every year.

Rose, sequins, plush decoration, embroidery, lace, hot drilling and other design elements, as well as black, purple, rose red and other rich rock colors, make ANNA SUI become a magic retro and recognizable brand, TA's image is also full of personality charm. Today, ANNA SUI has more than 50 boutiques in the world, while the ready-made clothing series and its peripheral products are sold in 300 stores in more than 30 countries.

However, compared to ready-made clothes, ANNA SUI's Unicorn perfume and vogue spirit perfume were once very popular, but it seems that for a long time, the brand did not appear any more explosive products.

Therefore, seeking transformation is the only way to go. ANNA SUI decided to enter the sports circle and set up a brand-new sports brand, ANNA SUI ACTIVE (Anna Sui sports).

02

Its sports brand was born, and the world's first store landed in Shanghai.

In June this year, Anna Sui formally entered the field of sportswear, launched the sports leisure brand ANNA SUI ACTIVE, and set up the world's first store in Shanghai, so it opened a brand flash shop in the mall atrium ahead of schedule.

The shop's style of decoration still extends the unique purple and pink color of Anna Sui brand, combined with the unique Bohemia elements, blending the retro dream color and sports fashion, and the neon element. In addition, you can also buy brand make-up and perfume series.

The design concept of ANNA SUI ACTIVE is "Live Your Dream", which is mainly composed of female fashion sportswear with both style and function. It meets the needs of contemporary urban women in different occasions, promotes the stereoscopic and changeable style, and brings New York's fashion genes and creativity into the field of sports apparel.

Products in April this year has taken the lead in the Tmall flagship store on line, and then will expand to other Asian countries and global markets. It is mainly divided into 4 design lines: Master Line master series, Design Theme design selection series, Lifestyle static and dynamic series and Performance sports classic series, showing the beauty of women movement from daily and sports aspects. T-shirts, sports shorts, sports underwear and swimsuits, etc., range from 400 yuan to 3080 yuan.

In addition, the Anna Sui sports also established the ASA GIRL CLUB fan Sporting Club Hotel, regularly organizing members to participate in a variety of sports courses and interactive activities.

03

Cross border cooperation with multiple brands

Although ANNA SUI has a certain position in the fashion industry, many brands are willing to cooperate with them, but most of the cross-border cooperation has continued the brand iconic black purple, carving, embroidery, rose and other totem, full of retro gorgeous atmosphere.

Starbucks x ANNA SUI

Starbucks's most frequent cross-border cross-border cooperation is inseparable from the mugs. Different cooperative brands bring different design series, and TA and ANNA SUI cooperate more than once.

This set of cooperation cup with S'well three parties, and environmental protection bags are the main retro routes, and design inspiration and bold colors come from the 2016 spring summer series of ANNA SUI, showing Gypsy style.

KFC x ANNA SUI

Last year, ANNA SUI helped KFC customize employee uniforms, including clothing, T-Shirts, trousers, skirts and so on. It also introduced a cooperation package called "Xiao Su Bao", and KFC members can exchange them on a limited scale with their members. And ANNA SUI purple ice cream.

Pizza Hut x ANNA SUI

Similarly, as a brand of Yum group, pizza hut also invited the new staff uniform for cross-border cooperation. It still runs through the whole design with the classic "Anna purple" element as the keynote. At the same time, it also launched 15 Anna Sui purple theme stores nationwide. There are not only Anna Sui style background walls, but also limited series of souvenirs such as cooperative tableware, water cups and so on.

Disney * ANNA SUI

Disney, who throws olive branches to ANNA SUI, has jointly launched various peripheral products of Minnie and Daisy, mainly in all kinds of bags, handkerchiefs and towels. Any brand that is working with ANNA SUI is full of ANNA SUI style.

Such cross-border cooperation can broaden the visibility and generate various topics on the one hand, while deepening consumer's impression of the brand. However, if one side lacks creativity for a long time, coupled with the invariable design style, it will bring consumers' aesthetic fatigue. Perhaps die loyalty powder will always like it, but people who don't like it will never be interested. It will be hard to satisfy the consuming habits of young consumers.

With the emergence of new designer brands, market competition is becoming more and more intense. Under the trend of sports and leisure, ANNA SUI no longer adheres to cross-border cooperation with different brands. Instead, it focuses on this market area, eyeing young consumers who want to exercise gracefully and starting from the hottest Chinese market. Whether it can rely on ANNA SUI ACTIVE to make a big turn is still to be observed.