UNIQLO And Lemaire Jointly Released New Products Are Expected To Open For Sale In October 2Nd.

Under the warning of many times, UNIQLO and Lemaire jointly opened a series of cooperation.

Lookbook announced that the series will be on sale in October 2nd, ranging from 39.9 to 199 dollars.

The cross-border cooperation means that the most expensive brand of luxury goods can be bought at the most expensive 199 US dollars.

The combination of fast fashion and luxury brands is not new. In recent years, this combination has become very frequent.

The fast fashion brand HM, the most popular "big name" brand, has been collaborating with Versace, Chanel's KarlLagerfeld, Lavin's AlberElbaz, RobertoCavalli, Marni, StellaMcCartney, AlexanderWang and other designers and designers to launch a joint series. Every time it attracts fans to queue up overnight, the goods are sold out instantly.

Other high street brands such as Topshop, Mango and so on, big or designer crossover, limited, are the annual marketing dishes.

Is this kind of marriage between the common people and the aristocrats? Is it just the fashion that holds the luxury brand's thigh?

Cross border cooperation with "big brands" is not a multiple-choice question for fast fashion brands, but rather a question.

Since 2002, when UNIQLO opened its first store in China, fast fashion has been developing in China for 13 years. At present, Chinese consumers seem to have been tired of the original novelty experience. Its brand image in consumers' mind has been tied up by environmental protection and overcapacity.

Overall sales growth has slowed down, and signs of fast fashion brands are continuing to show signs of weakness.

Fast fashion products have low technology content, most of them come from brand value added, while high street brand itself is highly competitive. It needs to improve performance and brand image through other fields.

For fast fashion brands, every time they cooperate with big brands, their brand image and sales performance will have a corresponding peak.

However, marriage games are by no means unilateral.

The high-end brand market has long been saturated, and ten years ago, it began to look for new selling points.

Lanvin suffered a series of losses in 2005 and 2006. In 2008, it experienced the impact of the financial tsunami.

However, in 2010, when LavinforHM was launched, it sold out, and in the month of the launch of the joint series, sales increased by 8% in the whole month.

For luxury brands, the marriage makes the past high, they show the people side, so that the public has a new understanding of the brand.

When people's consumption habits are gradually blurred and the boundaries are no longer clear, many people will buy luxury brands and buy popular brands.

In this case, the marriage of the fashion industry can greatly help the brand to recover the lost customers.

Fast fashion is so efficient and explosive marketing effect, even the high cold "Bei Sao" was also attracted, in an interview this year, he expressed his intention to cooperate with HM.

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In fact, in the current downturn of the fashion industry, the situation is still in decline.

Big brands and fast fashion brands have their own difficulties.

Influenced by the new concept of Internet consumption, the attitude of the market to luxury goods has changed.

If Chinese consumers first came out of "flaunt their wealth mentality" and satisfy their vanity, they have now turned to pay more attention.

The quality of "self consumption".

The stereotyped brand Logo has been rejected and consumers are turning their attention to light luxury brands.

Unexpectedly, light luxury brands began to decline after a short period of prosperity.

Other luxury brands in 2015 were even more ugly, and they were closed in Greater China stores due to their performance and rents.

On the books, fast fashion is better than luxury, but it also shows signs of decline.

Old fashion fast fashion GAP7 sales in the same month showed a drop of 7%, down 15 consecutive months.

In the era of personalized consumption, fast fashion giant single format mode has been difficult to meet the market demand.

In view of this, the marriage between fast fashion and luxury goods is not only a fast fashion unilateral holding thigh, but also a luxury luxury card initiative "condescending to reduce your price", which is a good choice for holding together the difficult times.

Speaking back to UNIQLO, after working with the commercial scandals of the "dressing room" after a vicious marketing campaign, this cooperation with Lemaire will probably also enhance its brand image in the eyes of consumers.

It is not important to marry or to cling to one another.