11/01/2021

EDITOR’S LETTER

For this issue, we looked into nostalgia marketing, from Chinese store FUN which has previously released capsules with Garfield and Spongebob, to La Pierre Cosmetics’ new Shrek product line; according to Mintel data, 71 percent of U.S. consumers enjoy things that remind them of their past. Another trend chimes with the Fendi x Skims launch next week: brands hungry for headlines. As managing partner of 500 Global, Tony Wang told us, “Sometimes the least expected are the most brilliant, or fall flat after their novelty wears off.” Let’s see. We hope you enjoy Jing Collabs and Drops, and we welcome any feedback and tips to collabs@jingdaily.com.

—Sadie Bargeron, Brand Editor

*All social-listening data featured in this newsletter is in partnership with social media intelligence platform Digimind.

CHINA COLLAB SPOTLIGHT

A 360-degree study on one of the latest China-based collaboration campaigns

JEFF STAPLES FUN
Credit: FUN on WeChat

BRANDS: FUN X STAPLE PIGEON EUROPE
DATE: 
First release October 10 & second on November 11

COLLAB BIO: Multi-brand retailer FUN, located in Xiamen and Quanzhou in the Fujian province of China, has joined Jeff Staples’ NYC streetwear brand Staple Pigeon for a capsule collection.

CONSUMER INSIGHT: 

  • Chinese idol ‘许佳琪’’s promotion of this collaboration was the main driver for its social performance; the Weibo hashtag #Fun鸽子# (fun and pigeon) gained almost 10 million reads and sparking 363 discussions.

  • Fashion influencers on Weibo, such as @. 普罗旺ProWong and @. 潘潘真伟大_1986 posted about it, with comments suggesting that the sweatshirts are most popular, and people like the overall design of the clothes.

  • On WeChat and Xiaohongshu, most of the conversations have derived from sponsored posts by fashion micro-influencers. Feedback has been positive, apart from there being a current dispute about whether the FUN logo is copying London-based brand Palace Skateboards.

EXPERT TAKE: High street retail store FUN prides itself on creating co-branded collections with internationally-known brands and cultural names, such as Pepsi and SpongeBob. Senior Consultant at China retail consultancy agency Azoya, Davy Huang, explained that the Chinese younger generation are really engaged with shopping malls and bricks and mortar stores, which could explain FUN’s impressive roster of collaborations. “Gen-Z are contributing more to spending offline which benefits the growth of both brands and mall operators,” said Huang. “Mall operators are very optimistic about offline retail post-pandemic. Consumptions are being upheld in China, and major listed mall operators are getting huge growth of revenue, with MIXC LIFE (01209.HK) reporting 124 percent growth of net profit of the last fiscal year.”

GLOBAL COLLAB SPOTLIGHT

Analysis of a recent release that has sparked global conversations

shrek la pierre cosmetics
Credit: La Pierre Cosmetics

SHREK GOES TO THE SALON FOR ITS 20TH BIRTHDAY

BRANDS: LAPIERRE COSMETICS X SHREK 

DATE: Instagram drop on October 24 and official release November 1st

COLLAB BIO: New Orleans start-up LaPierre Cosmetics is releasing an official “Shrek-ish” collection of nail lacquers, in collaboration with DreamWorks protagonist Shrek, to celebrate the film’s 20th anniversary.

CONSUMER INSIGHT: 

  • LaPierre Cosmetics is a lot lesser-known than Shrek, with only 5.6k followers on Instagram, in comparison to the official DreamWorks Instagram page which has 1.6 million followers. The majority of interaction on the small brand’s profile is customers saying congratulations about landing such a huge collaboration.

  • Shrek has become globally referred to as an influencer due to his presence on meme pages and the TikTok trend of people using the “Shrek is love” filter. There are tweets saying “Shrek is the true influencer” and “Shrek, the viral influencer,” which makes this collaboration a timely reflection of 2021 pop culture.

  • Despite there being no organic conversation about this launch online, feedback on LaPierre Cosmetics’ Instagram account is positive, with green hearts, flame emojis and comments saying it was cool and awesome.

EXPERT TAKE: Brand consultant and internet-culture expert Casey Lewis said LaPierre Cosmetics has recognized that Shrek is beloved by its target audience which will win over new shoppers within the demographic. “Pretty rarely do brands venture into meme culture and weird corners of the internet, but this collab indicates that they should really think outside the box and not just opt for the most obvious brand partnerships, like, with the D’Amelios, for example.” Make-up artist Astrid Kearney added that post-pandemic, people are yearning to be uplifted and Shrek makes everyone happy, “The need to lighten our mental load should be key [for brands] right now, with joy and levity being the buzzwords.”

VIRAL COLLABS: BY THE NUMBERS

Measuring the latest trending partnerships via consumer behavior and global conversation

lyst data
TRENDING CONVERSATIONS

  • The highest engagement surrounding this hyped collaboration between VF Corporation brands Supreme x Timberland came from the U.S. and Japan. The slight negative response derived from the idea that the all over foot print design had been copied from skateboarder Anti Ferg but there is little evidence to prove that. There are also rumors online of an upcoming boot addition in a three-way collab with Yankees.

  • For a second time, Human Made-founder Nigo has joined Virgil Abloh to launch a Louis Vuitton collaborative, LV² collection. Among tons of hearts and flame emojis, fans of Nigo reacted positively yet other fashion consumers expressed split views, depending on their opinion of both designers. On Hypebeast, one commented, “Nigo is a Pop Art guy. He‘s the Japanese Andy Warhol of fashion. And one hell of a collector too.”

  • Loewe announced a three-year sponsorship of the Ghibli Museum in Tokyo, Japan, which has attracted no negative feedback at all across global social media platforms. Consumers complimented the knitted Loewe logo representing the partnership.

JING DAILY’S MODERN COLLECTIBLES

In this series, we invite influential voices to discuss noteworthy collaborations: modern collectibles

hanan besovic
Photo: Hanan Besovic and one of his “Gucciaga” memes
HANAN BESOVIC

Hanan Besovic runs fashion commentary Instagram account IDeserveCouture, sparking conversations with his speedy up-to-the-second memes and intelligently easy-to-consume industry content for 55k followers.

MODERN COLLECTIBLE (NON) COLLAB: Gucci x Balenciaga Fall 2021

THE STORY: I cannot refer to it as a collaboration, since it technically is not one: the “Gucciaga” a.k.a. Gucci and Balenciaga hack. For the 100th anniversary of Gucci, the creative director Alessandro Michele decided to present a collection with a different approach to Gucci. Michele, who has been in the house of Gucci since 2016, decided to use the silhouettes and codes from Demna Gvasalia’s work in Balenciaga. The collection was a Gucci success wrapped in Balenciaga house codes.

THE IMPACT: “It is memorable for a few reasons. The first is obvious: up until that point, we never had two powerhouses combining forces to create something like this. We are living at the time where the fashion industry adores collaborations since there has been so many of them, but nothing to this extent. Both brands are owned by Kering which will definitely see profit from this hack. Also, it showed an interesting formula on how to do a collab or a hack. The brand is Gucci but the collection has that Balenciaga feel to it. For two houses that historically don’t have a lot in common, aesthetically the collection worked perfectly. On top of it all, what made it so impactful was the show itself. No-one knew what to expect but we were given one of those fashion moments that everyone was talking about for a while and that rarely happens now.”

Read Jing Daily‘s take on whether Chinese Gen Zers will buy Gucciaga here

ON OUR RADAR

Jing Daily’s collabs-to-watch this month

  • AMBUSH X MOËT

    Moët & Chandon have announced their first global collaboration, with Japanese label AMBUSH on October 20, launched via the pop-up in Shanghai. The fashion label’s creative director Yoon Ahn has designed her own take on the bottle of Moët Impérial.  

  • WHITTARD X NOVELTEA

    Whittard has released a China-exclusive line with British alcoholic tea brand Noveltea, available only on Tmall, from October 27.  

  • THISISNEVERTHAT X CONVERSE

    Korean streetwear label thisisneverthat is working with converse on a One Star and Chuck 70 “Lemon Drop” for November 4.

  • CROCS X SALEHE BEMBURY

    One of the most-hyped collabs of 2021, the Salehe Bembury x Crocs have finally been given a release date of December 14 and 15 via a raffle on the brand’s official website.

  • SUPREME X JUNYA WATANABE COMME DES GARCONS MAN

    The archive of JUNYA WATANABE COMME des GARÇONS MAN is the inspiration for Supreme’s latest announcement, for Fall 2021. It’ll be released worldwide on November 4.  

  • PALACE X VANS

    For their second ever collaboration, fellow skateboard brands Vans and Palace are releasing mushroom-inspired SK8-His on November 5.  

  • YINKA ILLORI X LEGO

    British-Nigerian artist Yinka Ilori has partnered with world-famous toy company Lego, creating a colorful ‘Launderette of Dreams’ pop-up exhibition in London running from October 28 to November 11.  

EMAIL US

Interested in featuring your brand collaborations and drops in our newsletter? Reach out to us at collabs@jingdaily.com

JING’S COLLABS CATCH UP

Check out the Jing Group’s latest coverage on collaborations in China’s luxury industry

All social media data is sourced from social listening tool Digimind.

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