Can Fast Fashion Brands Cooperate With Luxury Brands To Achieve Win-Win Results?

Fire again, this time because its products were sold out in a short time.

Over the past period of time,

The brand has cooperated with the designer of luxury brands for many times. This way of attracting people can enhance the performance of the former in the short term and make the luxury brand of high cold more popular.

In October 9th, UNIQLO (hereinafter referred to as UNIQLO) launched the Uniqlo and Lemaire series with Paris fashion brand Lemaire.

Shanghai, Guangzhou, Nanjing, Shenzhen, Wuhan, Xi'an, Chengdu 8 city 12 selected stores and UNIQLO official flagship store officially launched.

It is understood that the series of 2015 autumn and winter series of 55 single products, including 30 women's clothing, 25 men's wear, mainly knitted and jackets.

The day coincided with the day when UNIQLO Shanghai Nanjing West Road world flagship store was reopened and opened. According to a lady who was patronized by the same day, "the scene is quite spectacular. It is no exaggerate to describe people by sea."

She recalled, "I just feel that it is worthwhile to buy luxury designs at parity."

The reason why Ms. Wang thinks that the design of luxuries is mainly because the designer of the series Christophe Lemaire (Christopher Lemerre) has been the design director of Hermes's dress.

In the words of Ms. Wang, "I can not afford the products of Hermes, and I think it is profitable to buy products of the same design level at this price."

There is no way to verify how many consumers have the same idea as Ms. Wang, but popularity is inevitable.

Public information shows that in Tmall's official flagship store of UNIQLO, more than 50 of the products were online for 15 minutes, and more than half of them were robbed.

An employee from UNIQLO Shanghai headquarters revealed: "the flagship store in Nanjing West Road has a target sale of 1 million 500 thousand on that day, and it completed the task in less than three hours on the day, and finally sold about 4000000, and sold about 8000000 in the first three days."

Although it is internal staff, but "we have to queue up, and finally did not snatch."

The sales data provided by the staff were verified by UNIQLO official, which said: "the sales situation of flagship stores in Nanjing West Road is extremely hot that day, and the specific sales data can not be disclosed."

UNIQLO's external publicity materials show that "Lemaire brand focuses on the concept of the wearer itself, which is exactly the same as UNIQLO's" life service ", and the pursuit of comfort, quality and style can make life better.

At the same time, Lemaire also believes that "we are not a luxury brand. We are committed to making classic and unfailing high-quality clothing. This is what UNIQLO strives for."

But it is undeniable that for consumers, especially Chinese consumers, the more prominent than the Lemaire brand is its founder, Christophe Lemaire, who had been the director of women's clothing design in Hermes.

As a result, "selling the design of Hermes at the price of UNIQLO" has become the biggest marketing and the most gimmick to stimulate consumer behavior.

Liu Jianxiu, a senior advisor to CIC, said: "the selling point of the cooperation mode between fast fashion brands and top designers is to enable consumers to buy high-end design services at a more affordable price. Consumers prefer to buy clothes rather than experience.

He said.

Cheng Weixiong, general manager of the clothing industry expert and Shanghai Liang Qi Brand Management Co., Ltd. does not see that people who buy luxury goods will not buy products from UNIQLO, and those who buy uniformed products will not buy luxuries, but they want to have the opportunity to experience the design of luxury goods.

This also implies the purchasing psychology of most consumers.

Cheng Weixiong believes that although Christophe Lemaire is the former design director of Hermes, it has nothing to do with Hermes in strict sense. "But the important marketing point must come from Hermes."

He said, but he also pointed out that "in fact, the quality of" UNIQLO "can not be achieved, and some accessories and workmanship cannot be done according to the standards of luxury goods.

For this statement, the internal staff of UNIQLO think that "materials are not the same, it can not be a simple design change."

This is not easy to say.

UNIQLO is not the first fast fashion brand to work with luxury designer. In this field, H&M is called the originator.

Almost 10 years ago, almost every year, H&M launched similar cooperative products, from early Stella McCartney to later Lanvin and Versace, which was recognized by young consumers.

Back to UNIQLO, it had worked with Prada former designer Jill Sander for 3 years.

It is undeniable that UNIQLO, which is famous for its basic fund, chooses similar cooperation to bring new and refreshing feeling to consumers, especially to satisfy the pursuit of freshness for post-90s consumers.

"Absorb some elements from the outside world to tell you that he can not only make the basic payment, but also enhance the brand reputation and consumption experience to a certain extent."

Cheng Weixiong said.

More importantly, fast fashion brands can enhance their taste through the cooperation with luxury brands, so that the brand itself will be closer to the high-end.

In Liu Jianxiu's view, through such cooperation, both fast fashion brands can gain economic benefits and brand promotion.

For luxury brands, under the pressure of external environment such as anti-corruption, it can be more direct and indirect to help more people understand the brand by means of a fast fashion brand.

A few months ago, investment management company Jones Lang LaSalle pointed out that luxury brands may now demand close proximity to fast fashion brands to increase their popularity.

In the past, it was unthinkable to want high cold luxury brands to be neighbors with fast fashion.

"This may affect the image of luxury goods."

Ms. Wang has such doubts.

Liu Jianxiu did not think so.

"Two party cooperation is a good publicity opportunity for luxury brands. Even if consumers experience poor experience at the end, it is also because consumers have high expectations for luxury brand products. Consumers will often blame" poor "on the lack of fast fashion brand production capacity, and will not deny the value of luxury brands.

On the contrary, the greater the sense of fall, the more prominent the value of luxury brands.