In April, Marvel's "Avengers" will stage "Endgame". And also in May this year, "Game of Thrones" and "Big Bang Theory" will usher in the final season, a series of "final" words evoked tens of millions of feelings, but also for the fashion brand and film and television IP "joint model" to create an excellent "soil". In the fashionable "battlefield", the "joint model" is indeed extremely effective, but the "joint name" that forcibly bundles or abandons the quality and effect of empty feelings may be "ruining the name" for the brand.
The news that Adidas and "Game of Thrones" cooperated to launch a "co-branded model" has been spread for more than half a year, and with the determination of the broadcast time of the last season of the show recently, the price and shape of the six UltraBOOST "co-branded" series of running shoes have finally been officially exposed, and the listing time is set for the 22nd of this month. Allegedly, these six shoes correspond to the six families in the play.
Image source / Adidas official flagship store official micro-screenshot
In response to the product pictures currently exposed, the most concentrated comment of netizens is that they cannot find where the "joint name" is reflected. Some netizens said that if you only look at the shoes themselves, it is difficult to match the number with the six major families. "This series should only have background images related to Game of Thrones." There are also netizens who suggest that there are character names and home training in the laces and heels of shoes, but they also bluntly state that this is a "forced joint name".
Image source/screenshot of Weibo user comments
From September to December last year, Adidas and the classic anime Dragon Ball Z launched eight "co-branded" shoes, and the marketing strategy at that time was to launch two models per month, each themed between the two sides in the three iconic battles of Dragon Ball Z. All the shoe boxes are put together and eventually become a complete Dragon Ball Z pattern. Some people like it very much, saying that they must collect all 8 shoes; some people say that "the shoe box looks better than the shoes".
Image source / 3DMGAME official micro screenshot
Evoking feelings from products is the core meaning of "joint name". Also Adidas, whose Skateboarding series recently launched the "co-brand" of "Crazy Four and big heads". Beavis and Butt-head is a series of cartoon films that aired on MTV cable television in the United States from 1993 to 1997. Netizens' attitude towards it is "I don't have much to say, I want to have", and some netizens say "I remember "Friends" Joey and Chandlert loved to watch this".
Image credits/Adidas Originals official micro-screenshot
As a super film and television animation big IP, "Marvel" has launched a variety of "co-branded" products in the past many years. Compared with clothing and shoes, the "Marvel" cooperation space between makeup and sci-fi attributes is relatively narrow, but the brand has not missed this opportunity. Most female consumers have an impulsive consumption mentality for makeup products, and good looks will play a huge role in promoting purchases. The Face Shop previously cooperated with "Marvel" to launch the "League of Legends Series" on the outer packaging, using the "Reunion" iconic red and blue camp colors, the pattern includes Captain America, Thor, Iron Man, Spider-Man and Black Widow, netizens commented that "it seems that boys want it too".
Image source/Weibo Korean official micro screenshot
American makeup brand Besame Cosmetics launched the "Agent Carter" series inspired by Captain America's ex-girlfriend Peggy Carter and "S.H.I.E.L.D." The shell of the honey powder bears the S.H.I.E.L.D. logo, and the shell of the eyeshadow disc is the 1946 Secret Agent Passport, and the unique design makes consumers ignore its slightly embarrassing color.
Image source/Screenshot of Trendmood's official website
In contrast, the "Reunion 3" series of "co-branded" makeup launched by the American comprehensive shopping website Her Universe and the fashion trend brand Hot Topic cannot arouse the public's desire to buy.
Image source/Screenshot of Hot Topic's official website
Female consumers will be attracted to the packaging and place orders, but this reflection arc is not long. At the same time, their feedback on the effect of the use of makeup products is rapid and intuitive, and the price, quality, and effect of the "synthetic" cost performance determine the vitality of the "joint model". At present, Sephora and the "Marvel" series of "co-branded" makeup is being sold in the official online store. Most of the buyers' evaluations are based on the use effect of the product, and the evaluation of the "Captain America blush plate" is "good coloring", "yellow skin friendliness", "ornamental value and use value are good", "Marvel Hero Metal Trend Eyeshadow Disk" has received praise such as "will buy back", "a plate is OK", "do not lose the big name" and so on. There are also complaints that "Marvel Hero Double-headed Lipstick Lip Gloss Stick" is used "quite dry, although it was originally bought and played for 'co-branding'".
Image source/ Screenshot of Sephora's official website
To some extent, the "co-branded model" is consuming feelings, and the "willingness" contained in this is very personalized. Even so, if you only put your efforts into means such as copywriting, packaging or hunger and thirst marketing, the product itself is only forced to "co-brand", which will reduce the gold content of "feelings".
After consumers pay for "feelings", it is often impossible to look at the goods in hand from the perspective of feelings. Just to buy and buy, buy to take photos and then put on the shelf, so that the consumers who treat the "joint model" are after all a minority. Most people will comprehensively measure and evaluate from multiple angles such as feelings, quality, and effect, and the word-of-mouth effect of the brand will fluctuate. Whether it is a forced "joint name" or a "joint name" without quality assurance and empty feelings, it is a "ruined name", and the ultimate impact is the brand itself.
Beijing News reporter Wang Lin Image source Adidas official flagship store official micro-screenshot, Weibo user comment screenshot, 3DMGAME official micro-screenshot, Adidas Originals official micro-screenshot, Weibo Korean official micro-screenshot, Trendmood official website screenshot, Hot Topic official website screenshot, Sephora SEPHORA official website screenshot Proofreader Li Ming