INNOVATION DRIVES FASHION FORWARD

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"YOUNG & DIGITAL": 9 EXCELLENT EXAMPLES OF BRANDS CROSSOVER IN CHINA THAT YOU NEED TO KNOW

July 15,2019

In China market, "digitization" and "youth" are the core subjects of all brands in the fashion field, and also the biggest challenge to test whether the brand has the courage to innovate! Through the new "Young & Digital" brand case study launched by Luxe.co, we collected the latest activity of major fashion and luxury brands, according to five dimensions -- content marketing, user experience, personalized customization, category expansion, brand crossover -- regularly screening out the best cases to share with you.

In this article, there are a total of 9 brand cases that we selected as the top case studies of "Young & Digital Brand Crossover”

Note: all cases are listed in no particular order, with cases included until April 25, 2019.

Case Study 01:Moschino x THE SIMS 

Case Summary:  Moschino cooperated with THE SIMS, a classic life simulation video games to launch The pixel capsule series. The whole series has 8 limited pieces, which adopt the iconic pattern of "THE SIMS".

Editor's Comments: The new generation of consumers can spend a lot of money on things they love, such as star chasing, games, music, animation and sports. The trend of fashion industry being more entertaining and gamification is growing stronger.

In January of this year, M.A.C released a limited lip balm that cooperated with Honor of Kings, a multiplayer online battle game -- the product sold out extremely quickly. Moschino's crossover with THE SIMS brought the brand a lot of social buzz around the world. Many consumers and media took the initiative to forward and comment on social media platforms.

Through gamification of products, Moschino conveys a younger and more lively brand image to consumers, and at the same time, helps expand the brand's popularity and goodwill among game players, so as to attract more and wider consumer groups.

The risk of such collaboration is how well cross-disciplinary gamers fit into the brand's target audience, and how not to confuse brand culture too much.

More Great Examples Of Brands Crossover:

  • Diesel launches a new limited edition co-branded collection with the PS4 game “Days Gone”.
  • Superdry released 108 stickers designed by creative designers. 
  • B&O launches limited edition headphones with Rimowa.
  • Lacoste collaborated with graffiti artist Keith Haring on an art collaboration.
  • Adidas has teamed up with Italian fashion brand Missoni to launch a limited range of sneakers and apparel.
  • ASICS teamed up with British designer Vivienne Westwood for a limited collection.
  • Puma cooperated with the French fashion brand the Kooples for a joint collection. 
  • Swatch and British luxury men's clothing brand Hackett teamed up for a collaborative watch.

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