It appears that fashion brands are speeding up collaborations with companies with diverse characteristics in order to attract new customers while maintaining the brand's existing identity.
In the past, this was limited to combining logos or adding colors to existing products, but recent collaborations are characterized by both brands participating together from product planning to production to present original designs.
In the case of some collaborative products that are so popular that 'open run' (the phenomenon of rushing in to buy or view something as soon as the door opens) occurs, there are cases where collaboration continues over several years rather than just a one-time event.
โ Together from product developmentโฆ Collaborations with famous brands such as Korea, Japan, England, France, etc. are launched one after another
According to the industry on the 10th, the company that is actively moving to launch collaborative products is LF[093050].
Recently, Hazzys of LF[093050] released a product in collaboration with downwear brand โRocky Mountain Feather Bedโ.
Rocky Mountain Featherbed, which was born in the United States in the late 1960s as a cowboy winter clothing brand, went out of business in the late 1980s, but was revived in Japan in 2005.
This collaboration took place when Hazzys first proposed it to Rocky Mountain.
Hazzys emphasized that it was meaningful not only because it combined the logos and design elements of the two brands, but also because both companies closely participated from the product development stage.
A Hazzys official explained, โHazzys was deeply involved in overall product planning and design,โ and added, โWe also released a video showing the product production process online, from material processing to sewing and down quality control.โ
โConsidering the current sales trend, major quantities will be sold out within the next month,โ he said. โAs the fashion community is responding, a new customer base is coming in.โ
British Barbour, developed by LF, also collaborated with French contemporary brand 'A.P.C.' (Apesse) to release jackets, boots, and coats.
It is characterized by combining the strengths of products representing both brands, such as Barber's wax jacket and Apesce's denim. There is also a reaction in the industry that the collaboration between two brands with different product characteristics and demand groups is unusual.
A Barber official said, โWe are receiving a good response from the existing fan base of both brands,โ and added, โThe collaboration has led to an influx of new customers, including Apesce.โ
โ Consistently working with the same brand for a long timeโฆ โContinuing long-term cooperationโ
It is also worth noting that the company has not limited to a one-time event but has steadily launched collaborative products over several years to secure loyal customers.
Gentle Monster, a famous domestic eyewear brand, unveiled 68 items, including sunglasses and glasses, in collaboration with French luxury fashion brand 'Maison Margiela' at the end of last month.
After introducing its first collaboration product with Maison Margiela in 2023, Gentle Monster conducted its fourth collaboration this year.
A Gentle Monster official said, "Based on aesthetic philosophy and creative direction, we are releasing a new collection once a year starting in 2023," and added, "We plan to continue a long-term cooperative relationship with Maison Margiela in the future."
โMusinsa Emptyโ, a select shop operated by Musinsa, also introduced collaboration products between American classic fashion brand โBrooks Brothersโ and domestic designer brand โEstrogโ at Musinsa Store and 29CM.
This collaboration is the third to be concluded following 2021 and 2023, and is characterized by a modern reinterpretation of the traditional characteristics of the two brands.
Uniqlo recently launched fall and winter products in collaboration with British designer brand JW Anderson.
Products featuring JW Anderson's designs, which cost over 1 million won, can be purchased for less than 100,000 won, and they use high-quality fabrics such as wool and cashmere, and have embroidered logos everywhere, making it a product that continues to gain popularity every time it is released.
A Uniqlo official said, "We have been collaborating with JW Anderson since 2017, and there are many customers waiting, so each release has a good response. We plan to continue collaborating."
An industry official predicted, "The production volume of collaborative products is not much higher than that of regular products, so they are not directly related to sales, but from a long-term perspective, as they have advantages such as attracting new customers and expanding product awareness, the release of 'collaboration products' will continue in the future."
