Cross Border Cooperation And Joint Name Breaking Circle To See How Fashion IP Enables The Development Of The Industry

As the new generation of Internet begins to dominate the market, personalized, fashionable and customized consumption demand is growing. On August 10, cbndata and Shanghai Stock Exchange released the 2020 global fashion IP white paper, which based on cbndata consumption big data and public opinion data, analyzed the industry development trend under the fashion IP enabling in the past 2019.

Apparel industry: IP co branding reshapes new "fashion fashion"

In recent years, with the continuous emergence and popularity of fashion IP, the number and amount of consumption of fashion IP have increased rapidly, among which co branded products have the most brilliant performance and the consumption growth is the fastest.

As the most popular fashion and fashion products, IP is also the most popular fashion and fashion product. Cbndata "report" shows that in the clothing industry, female consumers are the main consumer groups of IP co branded products, especially the post-90s and post-95 consumers, accounting for nearly 60%.

In recent years, the rise of national tide promotes the close combination of Chinese culture and fashion. Many international brands, such as clettee and angel Chen, have realized that localized design language with Chinese symbols can better reach the hearts of young consumers. With IP co branding, UNIQLO selects artists and brands with distinctive styles to integrate style elements into brand design, and has successively produced popular products such as kaws co brand and Alexander Wang co brand, which have triggered a rush to buy.

Sports industry: more premium for CO branded products

Compared with the clothing industry, the fashion IP co branding of sports industry has more premium. Cbndata "report" shows that male consumers account for more than half of the consumption related to fashion IP co branding in sports industry, and the average price of goods purchased is 45% higher than that of women.

All kinds of Brand Co branded fashion shoes stir the heartstrings of consumers. It not only introduces fashion and fashion to consumers, but also introduces fashion and fashion to consumers.

For footwear brands, fashion IP co branding can not only attract different types of consumers for the brand, but also change the stereotyped image of the brand, and "reduce the age" of the brand through fashionable design. In expanding the audience, close to young consumers at the same time, to create waves of sales miracle.

Beauty industry: the collision of beauty and beauty also needs the support of fashion IP

As one of the industries closest to fashion, beauty make-up seems to have a tacit understanding with fashion IP co branding. Lipstick, as a fashion "barometer" of beauty industry, is the most important category of IP co branding. According to the cbndata report, fashion IP of opinion leaders plays an important role in the co branding of beauty industry, and designer co branded products are also sought after.

As the Chinese design force began to appear frequently in the four fashion weeks, fashion brands with Chinese characteristics also began to be favored by international cosmetics giants.

Luggage industry: from what I need to what I like

Fashion is a circle, bags are always the most fashionable one in the circle. Whether it's tote bag, small square bag, postman bag, dumpling bag, street style or retro style, some people like it. Cbndata "report" shows that fashion IP consumers pay more attention to the design sense of luggage, so artists and designers are more favored.

At the same time, the luggage industry is also a pioneer who has the courage to break through the barriers of street culture and high-end fashion. Taking rimowa as an example, it has been cooperating with fashion brands such as supreme, off white and ambush since 2018. In order to attract the new generation of consumers, we will cooperate with many other brands such as "dimore".

E-sports industry: realizing the win-win of virtual and reality

At present, the second-dimensional culture is in a strong position in the z-generation group, and most of the young people's social relations are based on the virtual network. As a result, many brands began to consciously "two-dimensional" the three-dimensional brand elements, combined with the e-sports industry to "deeply break the circle".

Cbndata "report" shows that the cross-border co branding of the League of heroes and call of duty two hot E-sports IP has brought a heated discussion, and LV skin and call of duty shoes have triggered a rush to buy in the krypton gold player circle.

The beauty brand M.A.C also joined hands with King glory to launch a series of lipsticks combined with game characters, which successfully entered the game fan circle, and became a classic case of E-sports IP cross dimensional co branding. This lipstick was not only loved by female consumers, but also attracted boys to chop their hands, thus producing a modern version of "Jiangshan" left hand "beauty" right hand ".

Home furnishing, 3C, food, beverage, automobile and other industries: there are more ways to break through the dimensional wall than imagined

Wu Yifan co branded bears by Dr. dre earphone, IKEA × virgilalloh co branded carpet, Alexander Wangx McDonald's co branded black gold "vegetable basket", virgin abloh and Evian co branded rainbow drop bottle In the traditional sense, industries that are far away from fashion have also attracted the attention of young consumers by means of CO branding. It can be seen that the idea of breaking through the dimensional wall through fashion IP co branding will bring new opportunities to more and more industries.