After In-Depth Analysis Of LV X Supreme, It Was Jointly Named In First Century.

In the final analysis, sports brand is the language of fashion, luxury brand is the sport language, and the common goal is to engage in dialogue with young people who are accustomed to understanding the world through social media. This is a consuming group in almost all industries.

Recently, there are quite a lot of news about the sports shoes circle. Among them, Dior and Nike jointly cooperated with all the world's shoe lovers.

Back in 2017, Kris Van Assche, the creative director of Dior's former men's clothing, had been exposed to the Logo of Dior and Swoosh and the text of JUST DO DIOR, indicating that the two sides did have joint plans.

After two years, it finally came to the surface. Recently, the new account of @Ovrnundr Dior has brought new details of the joint name of Nike x x. It is said that the two sides will create a new joint venture around Air Jordan 1.

The more shocking news is that the joint offer price is as high as $2000 US dollars, which is about RMB 14000 yuan, and it is sold in excess of the limit. There are only 1000 pairs in the world.

Even the original price can not afford to buy, let alone super limit sale. Like the CHANEL x Pharrell x adidas Originals Hu NMD launched in 2017, the global limit of 500 pairs is priced at Euro 1000 euros, and the market price is almost one hundred thousand yuan at present.

The current news that the double Dior x Air Jordan 1 will be officially released in June next year, the specific sale date has not yet been announced.

　　 Sneakers have become a super young flow entry.

The combination of Dior and Air Jordan will undoubtedly be joined by Louis Vuitton x Supreme in first Century. Compared with Air Jordan, the originator of basketball culture, the Supreme formed by skateboard culture can even be regarded as a latecomer. Unlike the luxury brand Louis Vuitton, which is the core of handbag accessories, Dior is called LVMH group's boss Bernard Arnault's favorite brand, and its positioning is high fashion house.

In the past, sports brand was considered to be a popular representative. The combination of high fashion house and sports brand was easy to be considered as a self devaluation. But now, the market has changed dramatically, and sports brands hold the largest number of young people and social media. In the US youth report released by Piper Jaffray in the investment bank, Nike firmly held the first consecutive popularity of footwear brands for several consecutive quarters.

It is almost certain that Kim Jones, the current Dior men's art director, who launched the historic joint venture between Louis Vuitton and Supreme in 2017, has played an important role in the latest cooperation. In terms of brand status, Dior and Air Jordan are undoubtedly evenly matched in each other's field. Unlike the emerging trend brands, Air Jordan, which is located at the top of the Pyramid world, has a solid basketball culture support and has accumulated a large number of loyal consumers, mainly male consumers. In recent years, female fans have also been climbing.

In recent years, Air Jordan has also shown signs of fashion. Last year, Air Jordan launched the joint name "AWOK" with the editor in chief of the legendary American version of Vogue, "Anna". "AWOK" is the abbreviation of Anna Wintour OK.

For young people, sports shoes, like people's lipsticks, perfume and handbags, are all necessities to enhance their image. If Dior cooperate with Air Jordan, on the one hand, it will promote the status of Dior men's clothing greatly, and make men's wear and women's clothing equal. On the other hand, with the help of traffic flow of Air Jordan, Dior pushes the brand from the small crowd to a broader youth group, and builds a brand image of youth.

　　 Joint name is the conventional marketing configuration of sports fashion brands nowadays.

It can be seen that joint names have become the conventional marketing configuration of sports fashion brands nowadays, while the joint names of luxury brands and sports brands are more in-depth. As Jarrett Reynolds, senior fashion design director of Nikelab, said, in the past, the joint series was aimed at niche niche market, and now the joint name is popular culture.

From a commercial point of view, sports shoes are indeed a business that can not be missed and a medium to activate young people's market. The sports brand's inclination to fashion and the fashion brand's enthusiasm for sports shoes are obvious to all.

In addition to Nike, Adidas and Puma are the super beneficiaries of fashion strategy. This strategy helps the two shorten the distance from Nike and lead the change of sports marketing ideas. In the past, sports brand marketing was aimed at sponsoring sports stars, clubs and events, aiming at sports fans. With the intervention of fashion and star strategy, sports brands attract more consumers who are not interested in sports, which greatly stimulated the incremental market.

For example, the cooperation between Puma and Balmain has made some innovations in the form of cooperation, that is, joining the third party creative superstars outside the luxury brand and sports brand, which is in line with Puma's Star Marketing Strategy in recent years.

Thanks to the long tail effect of Star Holdings, the Puma's stamina after the completion of the Rihanna contract is complete. In the last quarter, Puma has just recorded a super strong revenue growth in history. In September 2017, Puma signed a Selena Gomez singer with 140 million fans. In order to better attract young Chinese consumers, the brand signed a contract with celebrities such as traffic star Li Xian, Liu Wen, Yang Yang, Liu Haoran and so on.

Because of this, the marketing budget of sports brand is rising. As early as 2017, Puma announced that it would increase the marketing expenditure of sports products, and the proportion of marketing expenditure would be between 10% and 12%. Adidas last year's marketing expenditure increased by 10% to 3 billion euros compared with the previous fiscal year, and most of it was used in the North American and greater China markets.

In addition to upgrading its products, adidas has its Yeezy card. Last July, the website The Blast quoted people close to Kanye West that Yeezy received a valuation of $1 billion 500 million and received numerous invitations for investment and acquisitions.

Adidas CEO Kasper Rorsted said earlier that the adidas would increase the output of Yeezy sports shoes. The consideration behind it is that after gaining high attention and brand value through the Yeezy series, we should start from the hunger marketing stage to the stage of scale income, and begin to make money with this series. However, Adidas's latest three quarter results show that Yeezy's performance is lower than expected, and Adidas is considering abandoning its output and restoring Yeezy's hunger marketing.

Compared with sports brand, luxury brand sports shoes business has more room for commercial return. Like other products of luxury brands, luxury sports shoes are mainly made up of brand premium based on added value of products. But compared with traditional leather goods such as handbags, luxury sports shoes do not emphasize professionalism, but the cost of raw materials and development is actually lower. Low cost and brand premium make sports shoes have higher profit margins.

From the Triple S of Balenciaga, which triggered the looting, to Gucci's shoes, and then to the striking Louis Vuitton Archlight, the market for luxury sports shoes soon became crowded. In fact, this is the result of many structural changes in the global social economy and luxury industry.

According to relevant data, high-end Street apparel in 2017 pushed global luxury personal goods up by 5% to about 309 billion dollars. According to the Global Inc survey, it is estimated that by 2024, the sports fashion market will reach US $217 billion 700 million, with an annual growth rate of 4.42%.

This is why the earliest spring festival in CHANEL 2014 is regarded as an isolated case. Today, a new generation of young people whose consumption power has gradually matured is supporting the market of luxury goods and sports shoes, making luxury sports shoes a large-scale market. Sports shoes have taken a "higher mission" in the brand marketing strategy. They are becoming the cash cow category that can replace perfume.

Sports, fashion, stars, social media, these factors are now closely linked to each other. In the final analysis, sports brand is the language of fashion, luxury brand is the sport language, and the common goal is to engage in dialogue with young people who are accustomed to understanding the world through social media. This is a consuming group in almost all industries. With the trend of the market and the dramatic changes in the market, how to better connect the millennial generation to one of the great challenges facing the luxury brand is playing the role of sports shoes.