Can we predict which collaborations will become collectibles?
This issue spotlights some of this week’s most valuable collaborations, such as Samuel Ross’ take on Hublot’s flagship model, the Big Bang, as well as Virgil Abloh’s 47 pairs of Louis Vuitton x Nike sneakers, which are being displayed in NYC until May 31st. Recently released StockX data revealed that two out of three of the resale platform’s collectibles with the highest appreciating prices were collaborations. Alongside that, we also look at China’s local highlights of the week, ft. old school British favourite, Laura Ashley.
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—Sadie Bargeron, Brand Editor
GLOBAL COLLABS OF THE WEEK
Analysis of three hot global releases…
HUBLOT X SAMUEL ROSS — Big Bang Tourbillon 45mm watch, May 18
In the three days leading up to this launch, mentions for Samuel Ross increased by 7 times and mentions for Hublot tripled. However, online conversation has been relatively low, with just 206 organic mentions and a reach of 1 million.
THE VERDICT: It was an expected product launch, as Samuel Ross was awarded the debut Hublot Design Prize (2019) and has been an ambassador for the brand ever since. The resale value will likely be high as there are just 50 pieces available, priced at $116,000.
DIOR X ERL — Guest-designed capsule for Spring ’23
- Within 24 hours of Dior x ERL being debuted in Los Angeles, mentions for the collaboration jumped by 17.8k.
THE VERDICT: Known mainly for designing ASAP Rocky’s Met Gala look in 2021, Eli Russell Linnetz was invited by creative director Kim Jones to guest-design the capsule, utilising the archive. The creative newness that collaborations can produce is really proven in this collection, with a hoodie hitting the Dior runway for the first time ever, hinting to ERL’s skate influences.
LOUIS VUITTON X NIKE — NYC exhibition, open until May 31
- The past month of Louis Vuitton x Nike mentions has reached 12k with an estimated reach of 83 million across 86 countries; including the U.S. (46 percent), Japan (11 percent), India (8 percent), France (7 percent), and Mexico (5 percent).
THE VERDICT: Out of the 47 pairs on display in the exhibition, nine of the Spring 2022 designs will be going on sale in June. At the Sotheby’s auction back in February, where 200 sneakers from the collection were sold, $25.3 million was made (around $126,500 per pair). The limited edition aspect makes these the most-sought-after sneakers in a long time.
CHINA COLLABS OF THE WEEK
Now for our China spotlights…
PEACEBIRD X LAURA ASHLEY — Womenswear collection, May 20
On Weibo, the hashtags #PEACE for LOVE” has attracted 861k reads and #2022夏季 LAURA ASHLEY x PEACEBIRD合作系列#” gained 555k reads.
THE VERDICT: Laura Ashley is gaining most in terms of marketing with this collaboration, as it doesn’t have a Weibo or WeChat account. Back in 2018, the brand announced that it would be focusing more on the China market so this release comes as no surprise; it’s a licensing agreement rather than a design collaboration, with the brand appointing IMG as its official licenser back in 2019.
OLAY X NAYUKI – 10 gift boxes, May 22
- Boasting 1.4 million fans, Chinese bubble tea-trailblazer Nayuki’s post about this collaboration received 263 likes, but over on Olay’s account (2.5 million fans), the two posts received over 1k likes.
THE VERDICT: This pre-618 Shopping Festival release of 10 gift boxes featuring three small bottles of Olay whitening essence and a 1 100 RMB Nayuki coupon exemplifies the marketing potential of collaboration. Consumers are asked to share a review of one of Olay’s products or share Nayuki’s new bubble tea with a dedicated hashtag and to tag their friends, in order to receive the gift box.
ADIDAS X MELTING SADNESS — Sneaker series, May 25
The past month has seen Melting Sadness gain approx. 8.3k likes, with mentions spiking around any of its adidas drops. Melting Sadness x Adidas has seen a total reach of 642k+ over the last 30 days, with almost 100 percent positive feedback online.
THE VERDICT: This ongoing partnership not only allows Adidas to connect with local sneakerheads in China, it also acts as an innovative way to invite new creativity to the brand.
|Read our 2022 interview with Melting Sadness here|
COLLAB STORIES OF THE WEEK
Jing’s latest collaboration news…
COLLABS CONTINUE TO DOMINATE RESALE
In StockX’s latest Big Facts report, research continues to prove how early collections of collaborations can become the most valuable as hype increases over time. For example, the New Balance x Aimé Leon Dore 990s and 997s had an average appreciation rate of 180 percent. Other valuable collaborations include Lego’s Star Wars Stormtrooper Set and Market’s Smiley Basketball (as shown below).
In Jing Collabs & Drops’ report The Drop: Understanding Successful Brand Collaborations, we analyse just how brands can spur high price premiums, like these, and the marketing benefits of resale. You can read it here.
MICHAEL KORS X ELLESSE POP-UP LANDS IN WUHAN AND SHENZHEN
All-American label Michael Kors has dropped a collection with Italian sports household name Ellesse, and pop-ups have officially opened in Wuhan and Shenzhen. In a bid to take over China’s social media, the brand has created Instagrammable spots like a logoed bus and photo booth, as well as offering gifts to customers spending more than $440 (3,000 RMB). Shoppers who receive 20 likes on their photos of the event will also receive additional goodies…
ON OUR RADAR
Five collabs-to-watch of the week
1. MAY 20: LACOSTE X AMAZON
The ready-to-wear capsule is now available on Amazon.
2. MAY 26: SUPREME X NIKE
Released globally, the collection of outerwear and sportswear is being sold exclusivey by Supreme.
3. MAY 26: FRED PERRY X ADISH
The Palestinian brand has co-designed a collection of Fred Perry classics incorporating traditional Tatreez embro.
4. MAY 27: STARBUCKS X AMBUSH
As an exclusive high-fashion menu featuring three cold brew cocktails, this collaboration is only available at the Arriviamo™ Bar at Starbucks Reserve® Roastery Tokyo in Nakameguro.
5. UNTIL MAY 29: ADIDAS X BALENCIAGA
As of May 23, people can shop the high-end sportswear collection for a short period of time.
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All social media data is sourced from social listening tool Digimind.