Fashion joints four steps, the brand has embarked on the peak of life

2019 New York Fashion Week China Day is underway. This is a big day for our local fashion brands to showcase Chinese design to the world. There is nothing special about this. But a cross-border joint name about fashion and beer has caught our attention. When did beer become the darling of fashion? What kind of ghost is this? This is too much to reflect our Shandong people?

In fact, it is not just Shandong. On February 9th, the Northeast Brothers Harbin Beer and the American street brand Pony jointly held a show. There are 5 coats designed by Chinese designer Chen Peng.

Except for the costumes displayed in the show, almost all of them are covered with "Ha", "National Tide Beer", "Holly Beer", "Happy Together" and other brand printing. Seeing the picture above, there is a hint of coolness in my heart, and the style is like Happi's overalls!

Until I saw this picture, I felt that I could come back, and the obvious design sense increased a lot. A touch of coolness feels the warmth of the warm baby. It is not too much to say that it is the China Beer Festival. It is home to two major domestic beer companies, and its brands must have been drunk by people all over the country.

Tsingtao Brewery from Shandong also participated in the cross-border tide of New York Fashion Week. The promotional materials we took from its official show that Tsingtao Brewery teamed up with the brand NPC to launch a joint name. NPC is a street fashion created by Li Chen and Pan |

On February 14th, the Tsingtao Brewery joint NPC show will let everyone take a look. At present, from the publicity map of the sun, the retro style is rich, and the 1903 Tsingtao Beer Centennial Culture is the theme of this time.

In fact, whether it is Happi or Tsingtao, it is a cross-border joint of the two industries. Although personally prefer Shandong's Tsingtao retro style, from the perspective of the entire clothing industry, co-branding is only a manifestation of the brand's expression value. There is no need to compete for the two-way output of brand value. After all, no one is now. Dare to say that you can touch the trend of consumption, big or small.

Then, if we count the joint names of the clothing circles, we can find that it can be divided into four steps: cross-line, brand, star, culture and art. These 4 steps can be said to be quite unexpected. This step 1 cross-line: the method can go more, such as porn sites, Durex, etc.; Step 2: Direct cooperation with the same segment of the brand, very breaking the routine. Have you seen the joint names of different frequencies in the same paragraph, have you seen the same frequency in the same paragraph; Step 3: This includes video songs and anime stars; Step 4: Culture and art, mainly concentrated in all kinds of art, museums and joint names. The following is a step-by-step method of lifting chestnuts. It is not better than high and low. It is only good or bad.

The first step: playing fame

Brand X Industry: Moose Knuckles for porn site collaboration

Moose Knuckles is a high-end feather brand in Canada. It is mainly for young people and is mainly sports and leisure. It can be said that it is the younger brother of the Canadian Goose. The reason for the fire is related to the cooperation with the world's largest pornographic website, and the launch of the joint-name "fun" down jacket.

In order to have a high-end atmosphere, the average luxury brand will try to avoid eroticism. However, Moose Knuckles has taken a different approach. As for the cooperation with pornographic websites, the spokesperson said: "I feel that our customers are new-minded people, so we introduce a more sexy and bold design." Such a bold cooperation, indeed Let Moose Knuckles get a hit.

The second step is to make a name for yourself.

Brand X brand: representative character supreme

Supreme began to play a joint name in 1994, LV, CUCCI, Nike, VANS, etc., more daring is that supreme and Champion, which is also the positioning of the tide brand, co-branded, two competitive brands co-branded, um, we can confirm them two No hate.

Of course, in addition to directly co-branding with fashion brand brands, supreme also has some other joint names. After all, 25 years is actually long enough! It must be said that the title of "Wanian Joint King" is not a supreme. Please forgive us for not giving you a specific number! In short, this high-frequency joint name is one of the important reasons for the supreme popularity.

The third step: cutting the leek

Brand X star: representative character grandfather

If you index the grandfather, you will find that his label is an American rapper, because I have no experience in this area, I can only hear that my grandfather is one of the best rappers in the United States.

In fact, the earliest grandfather was working with Nike, and the Yeezy series was popular at that time. The most expensive non-red coconut Air Yeezy 2 “Red October” in the entire Nike Yeezy series is close to the market price of ¥40000.

Later, it was the grandfather who switched to Adidas. The most impressive thing was the 1899 yuan YEEZY Boost 350V2 "Triple White" which was launched on the Chinese market on September 21 last year. The shoes are on the Adidas website. According to relevant information, this shoe sold 30,000 pairs in 3 minutes.

In Tmall, there are more than 50,000 pairs sold. Only Tmall has a sales volume of 95.24 million. Together with the official website and offline stores, it can be said that the Adidas shoes are sold in China on the day of sale. Billions.

The fourth step: a deep cut

Brand X Art Culture: Representative Character GUCCI

The most famous is GUCCI. At the helm, Alessandro Michele has been keen to find artists to collaborate and to revolve around the connection between art and fashion. You can find a variety of joint artists, such as illustrators, painters, sculptors, museums, etc., in GUCCi.

Last year, the most famous one was on October 10th. GUCCI arranged more than 30 Chinese and foreign artists together to make a GUCCI x Morriggio Carteran exhibition. Such a passionate culture of GUCCi, which led the revenue of the Kaiyun Group last year, sales rose 36.9% to 8.285 billion euros.

Of course, whether it is a start-up brand or a pragmatic way, these roads seem to be quite hot at present, and there is a feeling of "seeing the four-step joint name and embarking on the peak of life". At present, the co-brands of the national tide have not yet appeared, or on the road that is emerging, there must be a dream! The output of brand value can be based on joint names, but it is not limited to only joint names.

In addition to the blessing, the brand value also agrees. After all, the strength of the brand determines the influence. With the rise of our great powers and the improvement of brand product design and operation capabilities, there will be a greater stage for display. In this case, I think... still have a joint name! Because this kind of cooperation is really interesting, and the attraction is not only for consumers, but also for retailers, and What about us.