2019 Fashion Keywords: Joint Name

Finally, the curtain fell on 2019. Looking back on the past year, joint name is the essential word in fashion inventory. The 100m race before the UNIQLO store, the stars wear high down of their body, brand joint name, IP joint name, cross border joint name... There are endless combinations of styles, some of which can touch your senses.

For brands, joint name is a way to highlight their characteristics, and a means of self breakthrough. Whether it is a combination of brand and brand, or a trend of IP for brand blessings, or for mining brand innovation with designers, each joint approach can bring multiple breakthroughs, and it is also a highlight of marketing. Therefore, whether luxury brand or fast fashion brand, in 2019, with practical action to add a highlight to the joint feast.

Preference for sports and luxury

Sports fashion brand KITH is very hot this year, February. KITH x Versace A series of releases, the classic gorgeous painting style and sports fashion, and the luxurious high street fan have attracted a lot of attention. KITH chief said that this joint name is based on the classic style of Versace brand, and the design also highlights the classic and unique brand itself. However, as a joint fund, KITH's athletic characteristics also show itself. In the face of eye-catching black gold color matching and large area printing, even if you still feel the Versace temperament in your mind, you will never ignore the KITH logo on your chest.

Unlike the bright luxury of the beginning of the year, the joint series of Prada and Adidas appears to be low-key and simple. In December, the first joint series of the two - Prada for adidas It is on sale. This pair of shoes is made of Prada traditional leather making technology in Italy, with the Adidas Originals logo sports shoes as the female parent. It can be described as a great achievement of the two. The package released by the package also shows Gao She's sportswear. For consumers, the joint name of Prada X Adidas is full of novelty and may stimulate consumption. For brands, the 700 set of Limited sales reflects the high cold attitude of luxury goods. Prada official website has said that starting a new cooperative journey with Adidas is an exploration of the innovation field and a challenge to traditional knowledge. To maintain its high flexibility, it is not necessarily changing the scope.

In 2019, there were countless series of luxury goods. Louis Vuitton x Supreme, Dior x Air Jordan, CHANEL x Pigalle The big names have been laying down their bodies to create a series of joint names. We can also find that they prefer the younger movement tide card. For luxury brands, the joint name is a kind of self breakthrough. It is a change made by the fresh force that faces the new generation of young consumers. But in the positive adjustment, maintaining consistency is still the insistence of the brand.

IP is in fashion.

For fast fashion brands, joint name is a very common marketing tool. As early as 2004, H&M launched the first joint venture with "Karl Lagerfeld" to launch the first joint venture. Nowadays, joint marketing practices are becoming more mature, and fast fashion brands also have their own way. Among them, the most successful one is UNIQLO.

In your life, have you ever rolled a gate for a T-shirt?

If not, you must have seen this grand occasion.

In June, KAWS x UNIQLO 2019 spring and summer jointly launched a panic buying rush. The 100 meters sprint ahead of the store and the craze after entering the store, this hot scene has become a hot topic in social media. KAWS, as a silent art IP, has witnessed the fanaticism of fans and has become a landmark event that the fast fashion joint names have to mention.

For consumers, this is the last joint name of KAWS and UNIQLO. Every word is attractive to people's price, IP belief and limited supply. For UNIQLO, this is undoubtedly an excellent brand marketing. Online sales seconds sold out, offline traffic skyrocketed, exploded the topic fever in a short time, brand popularity and influence rose, this joint name, UNIQLO built the "full KAWS" IP, and also brought a win-win situation between consumers and brands.

Besides, UNIQLO X The joint name also has a lot of discussions in the avenger League 4. Other fast fashion brands such as ZARA x Disney, H&M x Garfield, Taiping bird X By combining IP with domestic and foreign brands to create personalized products, let the brand borrow from it, change the new fast fashion into vitality and rich content, and embody brand value.

Good designers give value to joint funds.

After making good achievements in 2018 with ATLEIN, TIM COPPENS and ENNIO CAPASA three designer designers, Bosideng announced another explosive news in November this year. Boston X designer of the tall Designer Series " 。

"With professional quality and exquisite craftsmanship, the creative inspiration of the French palace designer Gao Teye is presented." this is the Bosideng brand's self-report, which has also been recognized by most consumers. Some people come to the gimmick that can afford to buy, and others come for designers only. As one of the few garments series designed by Gao Teye in recent years, Bosideng joint series has brought the topic with enthusiasm this winter, and the designer's ideas and inspirations add more innovative points to the product, so that Bosideng will have the strength to face the hot topic outside the topic, further highlight the brand quality and enhance the popularity of the brand.

In addition to Bosideng mode, there is another way of showing Chinese and foreign combination. In July, H&M launched its first series with Chinese designers. ANGEL CHEN x H&M 。 The strong national colors and the crane elements are full of Chinese flavor, so that every Chinese can see the word "Chinese wind" in their minds. This joint series, from color to design, highlights the unique style of designer ANGEL CHEN, and it also has a certain degree of integration with the national elements of the recent two years. For H&M, it is a bold attempt to choose domestic designers for the first time. This kind of innovative behavior makes the brand vibrant and is another exploration of China's consumer market.

A pursuit of top matching, a pursuit of national wind, different designers give different soul to the product, which is the meaning of the joint name of brand and designer.

There are more and more joint names, and the possibility of crossover is also increasing. Behind the joint names, there is a growing demand for consumers. It is also an effort made by brands to meet demand. In the era of "all things can be united", meeting the needs not only needs some novelty, creativity and some topics, but also needs good products to support. When the curtain fell on 2019, 2020 of them were still wonderful.

Author: Chen Zhuo