Why Are The Circles That Are Not Related To Luxury Brands And Sports Brands Frequently Joined Together?

The cooperation between luxury choice and sports brand and fashion culture is limited to the development trend of consumption in the Internet era. The cultural fire of sneakers extends to a very rich commercial empire. In 2018, the two level market of sports shoes has reached 60 billion yuan, and Nike and Adidas as brands are among the winners of this trend.

The PRADA FOR ADIDAS limited cooperation series launched by Adidas Originals and Prada was officially launched in December 4th, and Superstar shoes and bowling bags were bundled for sale, with an exclusive limit of 700 sets and a single set price of 25950 yuan.

Cai Xukun, Yang Mi, Zheng Shuang, Meng Meiqi, cuckoo, Wei Daxun and other stars PRADA FOR ADIDAS series, through the star heat, and to the joint series increased the degree of social topics, so on-line, the product was sold out.

Coincidentally, the two sides of the rival Jordan and Dior also confirmed the cooperation series this week. The Jordan and Dior joint shoes AirJordan I High OG DIOR were also unveiled. The Italy made high quality calf skin, cream white and light grey interlaced, gray is Dior classics color matching.

The shoe is expected to be sold in Dior boutique stores in April next year. The sale price will be close to 20000 yuan, and domestic Dior stores will begin to accept the booking.

Joint name has become the conventional means of marketing, because it can produce the brand effect of 1+1>2. Sports brand is one of the areas closely associated with the joint name. It has many kinds of joint names with fashion brands, artists, designers, singers, stars, and so on, so that the audience has some "aesthetic weariness".

Looking at the joint product of Jordan and Dior, Adidas and Prada, there is no complex design, the production process is made of luxury traditional crafts, plus the two sides logo, the product concept is more of a cultural fit between the two sides. This concise design has also aroused some doubts of the public.

Changing the pattern and printing a logo on the model is all finished. Is it a bit of a soulless one? Although I say so, some people are still fighting for the first payment.

Luxury goods and sports brands, seemingly two irrelevant circles, through a series of joint actions, to a certain extent, are drawing closer to each other.

It is not uncommon for this luxury to embrace the movement brand trend, and it has already begun to appear in the beginning of the millennium. The cross-border cooperation between Chanel and Reebok InstapumpFury in 2001, the joint name of PUMA and Alexander Mcqueen in 2005, but the most well-known and good reputation and effect joint name, and the first cooperation between Louis Vuitton and Supreme in 2017.

The cooperation has brought 14.6% sales growth to LV parent company LVMH group, and the single product has been sold to the market at the two level to 8 times higher than the original price. At the same time, LV has also become the most popular luxury brand among young people.

Since then, LV has been committed to the symbol building of brand younger, such as entering the Chinese youth trend trading platform "poison", co operating with the hero League new hero China and Senna new skin. Recently, taking China skin as a template, it set up a bridge between reality and virtual reality, and again launched a wave of topic related joint explosions.

The cooperation between luxury choice and sports brand and fashion culture is also in line with the trend of consumption development in the Internet era. The cultural fire of sneakers extends to a very rich commercial empire. In 2018, the two level market of sports shoes has reached 60 billion yuan, and Nike and Adidas as brands are among the winners of this trend.

The millennial generation is becoming the main force of consumption. The traditional, elegant and noble traditional image of luxury goods is quite different from that of young people who like skateboarding, surfing, Hip-Hop and other street culture. Sports brand is the core of sports shoes, and also has a great position in the minds of young people. Directly cooperating with sports brands can directly expand the audience of luxury goods.

The most important thing is that when the two sides cooperate, they still use the technology standard of luxury goods, so even if they cooperate with the sports brand of thousand yuan price, the selling price is still very "luxury", which will not lower the style of luxury goods and raise the grade of sports goods.

Will there be more luxury goods coming into the joint armies with sports brands in the future? From a marketing point of view, this is a nearly secure business. For the brand side, it will not give up such a good marketing way.

For consumers, how long can they withstand the "joint bomb", it depends on how the brand tells the story of the joint venture.