"Joint Name" Is Full Of Ears Every Day, But Do You Really Know The Origin Of The Joint Name?

The tide circle is so big that new things happen every year.

Before the sale of UNIQLO x KAWS was jointly launched by a "crazy flower", after Teng Yuan Hao crossed the border to join Yanmar to build luxury yachts, it seemed that eight brands could not get together.

However, most of the tide people are keen on various joint names, but do you really know its "black history"?

Wei Jointly origin

At present, the first joint name recognized in "fashion textbooks" is about 30s in the last century, when designer brand Elsa Schiaparelli was equal to luxury CHANEL.

Perhaps it is to break this deadlock and get the chance to become famous and to surpass the opponent. In 1937, the brand invited the famous artist Salvador Dal to build a joint lobster skirt, which also opened the fashion joint name.

On the other hand, YSL, also known as fashion designer, also designed this year's "The Mondrian Collection" skirt, inspired by Holland painter Peter Mondriaan.

Since then, the joint name has become a link between the brand and artists, and has become one of the most subtle marketing methods of the brand.

A variety of ways

The trend of the trend is changing, and the joint name has gradually evolved with it. So far, it can be roughly divided into 3 different modes:

1, brand and brand joint name

Such cooperation usually occurs between two unrelated brands, that is, what we call cross-border.

They belong to different fields. They can also wipe out sparks, bring their own brand tonality and fans to come together to achieve mutual benefit and win-win results.

Recent relatively popular cases include: KITH x Estee Lauder. Joint name Supreme x LV and Adidas Originals x Arizona iced tea joint, Off-White x IKEA and so on, can be said to be classic.

2, brand and IP joint name

Generally speaking, IP refers to "super" topics, such as popular TV shows, animated cartoons, even hand games, virtual characters, etc.

Compared with the direct hedging between brands, it seems more reliable to combine these famous IP classics with the fans.

The most recent Nike x strange stories, the BAPE x Sesame Street, and the XLARGE x Disney Aladdin joint venture are all representative cooperation.

3, brand and big coffee joint name

Celebrities, artists and all kinds of net red can be called "big coffee". Such a joint name can make the brand quickly gain popularity and gain fame and wealth in a short time.

The big coffee people with their own traffic are very attractive, but since they cooperate, they need to take some risks. For example, sudden outbreaks of negative news may lead to disasters. They are both double-edged sword for both sides.

Why is everyone loved? Joint name

The joint planning, which has always been under the banner of "win-win", not only has multiple forces to extend brand influence, create scarcity value and reshape brand image, but also more important purpose is to raise the topic and attract more users' attention.

Moreover, in today's highly developed social network, people have closely linked the networking of shopping with social status and showing themselves.

While paying close attention to the value of commodities, they also pay more attention to their aesthetic functions and cultural connotations. The joint name is not only rich in design, but also full of gimmicks, and it also has the value for money of "buy two", which naturally becomes the target of panic buying.

UNIQLO x KAWS, which had been sold out earlier, has made 2 replenishment in compliance with this trend and avoided embarrassing embarrassment for robbing a T-shirt.

To sum up, Jointly There is risk and cooperation must be cautious. Besides, for consumers, it is perfect to have the honor to collect, but not to buy the joint name also means that there are many more excellent designs waiting for you. What do you think?

Expanded reading:

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