Choosing a precise co-branded marketing direction seems to have become the key to breaking the circle of high-end sportswear. Brands' enthusiasm for cross-border co-branding has not diminished in order to attract the attention of young consumers. So, what are the cross-border joint cases worth paying attention to in the high-end sportswear industry?
"Lululemon and College Colleges"
"Co-branded school uniforms" have appeared more frequently in the public eye in recent years, and although they are mainly sold through internal channels, the degree of discussion it has sparked often affects the whole Internet. Last year, a joint model between Canadian yoga sportswear retailer lululemon and the University of British Columbia ("UBC") was officially launched in on-campus stores. On the day of the sale, there was a long queue outside the store, and the store was crowded, and many products were sold out. Such a "pomp and circumstance" has also attracted a lot of attention on social media.
For lululemon, through the joint activities of college uniforms, the title of famous schools can also provide a strong endorsement for sports brands, and brands also have the opportunity to enter the vision of more student groups and cultivate a group of audiences who love sports. When high-achieving students graduate and enter the society to become the backbone consumer group, loyalty to Lululemo has long been cultivated. Early layout of the future consumer circle, so that lululemon's status in the younger generation of consumer groups is increasingly improved, lululemon's first hand of "college co-branding" good chess.
"Archaeopteryx and the Outdoor Street"
Over the years, Archaeopteryx has always exercised restraint on co-branded brands. But it has ambitions to move into fashionable streets. In recent years, one of the few stable partners of Archaeopteryx has been BEAMS from Japan. In the history of the development of Urban Ourdoor in Japan, BEAMS has actually played a very key role, guiding people to wear outdoor clothing into urban daily life through more life-oriented influence, bringing together and fermenting a mature Urban Ourdoor trend culture.
Transplanting its own expertise in outdoor sports with the fashion advantages of co-branded brands to outdoor streets, Archaeopteryx plays more and more smoothly with the precise circle-breaking co-branding, which can also spy on its motivation to seize the street fashion scene. The continuous launch of the "Archaeopteryx BEAMS" joint collection means that it has officially taken a big step forward in the field of fashion design, and when Patchwork design, one of the traditional Japanese craft techniques, appears on Archaeopteryx's high-performance coats, whether it is retro or subversive impact, it is unconventional. A series of joint actions may allow Archaeopteryx to be more perfectly integrated into the system of urban streets.
"Bienleufen and Elite Style"
The high-end sportswear brand Biyinlöfen has recently found its own circle-breaking secrets, and creating a higher quality fashion culture has become the direction of Biyinleufen's brand promotion. In February, Biyinleffen teamed up with Langjiu, the head domestic sauce-fragrant liquor brand, to launch a new season of joint clothing. Widely watched by elites. As the head sauce brand, Langjiu has a "high-precision and cutting-edge" user group, which happens to be valued by Biyinlöfen, and this joint name is like a cross-border marketing "utopia" tailored for Biyinleufen, which is extremely conducive to showing the elite style of the brand.
In fact, both brands are "long-termists" who insist on quality. The two are committed to creating a high-quality, high-grade life for users from the aspects of "clothing" and "food". With the blessing of this cross-border connection point, the two brands in different fields have a wonderful chemical reaction. With the brand height of Langjiu, Biyinlöfen can be said to add a layer of "elite buff", building a user association scene of "playing golf, wearing Biyinleufen, and drinking Langjiu".
It can be seen that lululemon is co-branded with colleges and universities, Archaeopteryx is co-branded with fashion brands, and Biyinleffen is co-branded with high-end liquor. High-end sportswear joint rivers and lakes are rising again, the direction is subdivided, and the gameplay has its own merits. At this point, the joint gameplay has been almost completely crowded out by lululemon, Archaeopteryx, and Biyinleufen. It is certain that in the future, the co-branding competition of high-end sportswear brands will be more intense, and the winning brands will surely shine in the history of cross-border marketing.