01/18/2022

Editor’s letter

This week, we are delving into the sports and homeware collaboration trends that have formed as a result of pandemic life, as well as the lucrative opportunity of accompanying cross-branded drops with NFTs — from Gucci x Superplastic, to Balmain x Barbie. Our viral collab spotlights boast serious figures. Yeezy Gap Engineered by Balenciaga definitely has the same energy as The Swap or The Hack. Will leading brands keep on disguising their collaborations with new titles in attempt to make headlines? We look into whether that’s working, too.

As always, please send your collab tips and feedback to: collabs@jingdaily.comSadie Bargeron, Brand Editor

ed hardy x yeenjoy studio
Fusing Chinese culture and streetwear, Ed Hardy x Yeenjoy Studio is a collectible CNY collaboration. Credit: Yeenjoy Studio

CHINA COLLAB SPOTLIGHT

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

Ed Hardy Gets Lit For Chinese New Year

BRANDS: ED HARDY X YEENJOY STUDIO
DATE: January 4
PRODUCT: Incense holder

CONSUMER DATA:

  • Low-profile coverage overall on Weibo, yet good considering the low following of Yeenjoy Studio: 286 likes, 10 organic posts, 19 retweets, 35 comments.
  • Ed Hardy has a similar number of followers on Instagram (43k) and Weibo (28k), proving its popularity on the global stage. Yeenjoy Studio surprisingly has a lot more on Instagram (13.8k) than Weibo (6), due to often working with globally-recognized names, like Star Wars, Li-Ning, and Back to the Future.
  • The luxury furniture market size is predicted to be worth over over $28.41 billion by 2027, according to Global Market Insights; as a result, an increasing number of fashion brands are expanding into the homeware market.

EXPERT TAKE: Art collector and founder of CHOCO1ATE Artspace in Beijing, James Li:

  • “Streetwear brands used to collaborate to gain more public attention, but today, it has reached mainstream popularity so most co-branded products appear purely to increase selling price and make up for a lack of creativity, without much meaning.”
  • “People are becoming more informed, so if a brand has superficial intentions, it is destined to fail. Brands should try and integrate into people’s lifestyles. Ed Hardy x Yeenjoy reflects that, merging art with today’s trends and penetrating the daily lives of consumers through the burning of incense.”

GLOBAL COLLAB SPOTLIGHT

Analysis of a recent release that has sparked global conversations

DIOR X TECHNOGYM

Dior Works Out From Home

BRANDS:
DIOR X TECHNOGYM
DATE: January 9
PRODUCT: A line of exercise equipment

CONSUMER DATA:

  • Over the past 30 days, this collaboration has achieved a 39M reach from just 350 organic mentions and 207 accounts creating posts about it.
  • Across social media, it has received 86 percent positive sentiment, 5 percent negative and 9 percent neutral — criticism came from not using an athletic model.
  • The global home fitness equipment market was valued at $6.76 billion in 2019 and is expected to reach $8.62 billion in 2023 at a compound annual growth rate of -3.16 percent [Business Wire].

EXPERT TAKE: Senior Analyst at Euromonitor International, Nina Marston:

  • “Wellness and fitness are becoming fundamental pillars of the current luxury mindset in 2022. According to the Euromonitor International Lifestyles Survey 2021, 64 percent of consumers participate in physical exercise at least once or twice per week and 30 percent of consumers in stress-reduction activities.”
  • “Well-being is synonymous with beauty and wellness-oriented life is becoming the aspiration for luxury consumers, particularly for millennial and Gen Z consumers who are rejecting the idea of life being a rat-race to the top and embracing holistic happiness on their own terms.”

VIRAL COLLABS: BY THE NUMBERS

Measuring the latest trending partnerships via consumer behavior and global conversation

lyst x collabs and drops
global mentions

The Verdict

  • The collaboration between these two household names is today’s most talked about. Both are in their prime right now: in 2021, Prada saw Asia Pacific retail sales rising 64.9 percent in the six months ending on June 30 2021. Adidas has achieved similar figures, with the strongest worldwide footwear sales in Q1 of 2021, and a revenue-increase of 24 percent by the end of the year.
  • Yeezy Gap Engineered by Balenciaga — Gap’s stock price fell 2 percent on the Friday after the announcement of this three-way venture, and has decreased by almost 35 percent over the past six months. Back in June 2021, the shares had gained 64.5 percent a year to date and were up 166.4 percent in the past 12 months, so the brand’s still showing a gain but is the hype-bubble bursting?
  • Barbie x Balmain — Barbie’s collaborated with many designer brands, but this one is the first to incorporate an NFT element. The three NFTs were sold on Mattel Creations’ own NFT website, with users complaining about the quality of the experience. The winning bid of the Balmain x Barbie NFT 1 was $12,083.67, number two was sold for $20,686.68, and three was sold for $8,079.75.

JING DAILY’S MODERN COLLECTIBLES

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

salehe bembury x new balance

Ross Dwyer on Salehe Bembury x New Balance

Writer and editor Ross Dwyer (@rossthe59) honed his sneaker credentials at Sneaker News and HYPEBEAST, where he covered nearly every footwear brand under the sun and interviewed the likes of Roger Federer and James Whitner. He now brings his footwear expertise to Sneaker Freaker as senior global content editor.

MODERN COLLECTIBLE COLLAB: Salehe Bembury x New Balance 2002R ‘Peace Be the Journey’

THE STORY: “Salehe Bembury cut his teeth at Payless, Damon Dash’s DD172, Cole Haan and GREATS before he had his first big star turn at Yeezy, designing some of the line’s most well-received boots. He then landed a job at Versace after cold-contacting the brand’s design director through LinkedIn. There, he began collaborating with New Balance, teasing the ‘Peace Be the Journey’ almost half a year before it released with carefully placed leaks and plenty of celebrity seeding. New Balance mentioned that the official campaign garnered over a billion impressions, making it their most-viewed launch ever.”

THE IMPACT: “Not only did Bembury nail the rollout, he also used social media to let people inside his world, making them feel a personal connection to him and by extension, his shoe. Sure, there are other well-known footwear designers — Tinker Hatfield comes to mind — but they’re known for their products, not their personality. Bembury is a first in that people recognize as a public figure just as much as they recognize what he creates, and that started with the ‘Peace Be The Journey.’ On a less philosophical level, it was bold, bright and playful, a marked departure from the ever-so-serious world of sneaker collabs. It was also a major coup for New Balance, which been on an incredible tear the last three years, and for Bembury himself, who wound up leaving Versace to start Spunge — his self-run collaborative and creative entity — shortly after it was released.”

EXCLUSIVES

Collabs and Drops is honored to feature exclusive interviews on the latest collaborations.

SHUSHU TONG X CHARLES AND KEITH

Why Xiaohongshu is Loving Shushu/Tong x Charles & Keith

What do Singaporean footwear and accessories brand Charles & Keith and the independent Chinese label Shushu/Tong have in common? They’re both habitual stars of Xiaohongshu feeds. And now, the brands have released a collaborative capsule featuring two handbags and two pairs of heeled pumps, launched on January 11. For Chinese bloggers, it’s a match-made in Xiaohongshu heaven.

 

mia kong wearing fendi x skims
KOL Mia Kong wearing Fendi x Skims. Credit: Mia Kong

Promoting Collabs in China? Forget Your Brand’s Weibo Account

Data from the Jing Collabs & Drops‘ first report The Drop: Understanding Successful Brand Collaborations shows that most luxury brands rely on influencer engagement for social media campaigns in China. For example, Bobbi Brown x Monopoly in Fall 2021 used KOLs to produce over 75 percent of the drop’s original promotional content on Weibo. So why aren’t brands following in Bottega Veneta’s footsteps by deleting Weibo?

ON OUR RADAR

Jing Daily’s collabs-to-watch this month

  • JIMMY CHOO ACADEMY X PATRICK MCDOWELL

    On January 13, the first designer in residence at the Jimmy Choo Academy was announced: sustainable designer Patrick McDowell. Founded in 2021, the academy strives to nurture entrepreneurs, creating a collaborative shared studio space where McDowell is now based.

  • GCDS X ALTANA SOCIETÀ BENEFIT

    Leading Italian childrenswear company Altana Società Benefit has joined GCDS for their Spring Summer 2022 kids collection, on sale worldwide from January 17.

  • BLOCKBAR X PENFOLDS X PATRON X GLENFIDDICH

    Direct-to-consumer NFT platform BlockBar launches its new gifting service featuring collaborations with premium alcohol brands Penfold, Patron Tequila, and Glenfiddich. Sales start on January 18, January 25, and February 1st, respectively.

  • BE@RBRICK X CASETiFY

    On January 24, for the first time, the two brands are releasing a series of phone cases and accessories featuring BE@RBRICK motifs, alongside a branded BE@RBRICK to celebrate Casetify’s 10th anniversary.

  • SKIMS X TEAM USA

    For a second time, SKIMS has teamed up with the U.S.A Team for a capsule collection dedicated to the athletes participating in the 2022 Winter Olympics and Paralympics. It’ll be available to shop on January 25.

  • MAISON MARGIELA X REEBOK

    Margiela’s latest take on Reebok’s classic leather running shoes from 1985 will be released on January 28, following on from the Gladiator High-Tops of Spring 2021.

  • SUPERPLASTIC X GUCCI

    February 1st will see Gucci and vinyl toy/digital collectible company Superplastic launch their ten NFTs and accompanied ceramic sculptures. It’ll mark Gucci’s official debut into the world of NFTs.

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

  • NORTH FACE X KAWS SOARS AT CHANGBAI MOUNTAIN, CHINA In this week’s Social Edition, Jing Daily looks at three campaigns, including The North Face’s collaboration with KAWS, Balenciaga’s Chinese New Year campaign celebrating family, and Farfetch’s crossover with stand-up comedy, as well as its new function launch.
  • ARTISTORY TAPS LIVING ARTISTS FOR ITS NEXT IP PROJECT ARTiSTORY has established IP licensing partnerships with MFA Boston, Taipei’s National Palace Museum, and the Dunhuang Culture & Tourism Group. With the latter, it is now set to expand its licensing scope with the launch of its Living Artists program.
  • WHAT GLOBAL LUXURY CAN LEARN FROM CHINESE TEA CHAINS One area in which Hey Tea and, to a lesser but still significant degree, Nayuki, has always excelled is clever brand collaborations that the chain knows will resonate with its core consumer.

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

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