Skip to main content

Luxury Brands Seek Streetwear Fountain of Youth in China 

As luxury brands over a century old adapt to the tastes of newer generations, the fastest route to youth culture relevance has been through strategic partnerships with cult streetwear labels many decades their junior. This has been especially true in China, where streetwear-obsessed Millennials and Generation Z shoppers have become a significant focus for luxury labels. Out of all luxury collaborations with other brands, designers, celebrities or influencers, it was a streetwear label that was the most effective partner for generating social engagement in China, according to the new “Luxury China: Streetwear Insight Report” released by Gartner L2. Rimowa’s much-hyped Off-White partnership in fall 2018 was the luxury collaboration with the highest engagement on China’s Twitter-like Weibo during the report’s May 2018 to March 2019 study period. The collaboration with Virgil Abloh’s luxury streetwear label also served as the main source of social engagement in China for the 121-year-old luggage maker. Posts featuring the Off-White logo-emblazoned suitcases were responsible for 94 percent of Rimowa’s total Weibo engagement, and the collaboration also generated the highest daily Baidu Index score for the brand from January 2018 through March 2019. The #offwhiterimowa hashtag received more than 42 million views on Weibo, and the luggage sold out

Follow WWD on Twitter or become a fan on Facebook.

Read More...

from WWDWWD https://ift.tt/326bWV4
Labels:

Comments

Post a Comment

Popular posts from this blog

The 12 Best Floral Delivery Services to Easily Order Christmas Flowers Online

If you purchase an independently reviewed product or service through a link on our website, WWD may receive an affiliate commission. Few gift ideas have stood the test of time quite like a stunning bouquet of flowers filled with a variety of lush, blooming florals along with sprigs of complimentary greenery. Sending an arrangement of flowers is everyone’s favorite go-to gift idea to spread love on Mother’s Day, a birthday, anniversary, to say thanks, or simply show appreciation for someone special in your life. And at this time of year, sending flowers makes for an always-cherished holiday gift as well. Although fresh bouquets won’t last forever, they’re a heartwarming gift. “Flowers are something that makes everyone smile,” says Emily Reifel, director of social events at The Plaza Hotel in New York City. “With flowers, you don’t have to do anything. It’s easy — it comes, it’s beautiful, and the recipient just gets to enjoy the beauty of it. There’s no work on their end at all.” We’ve ...
Post a Comment
Read more

Kobe Bryant and wife ‘had deal to never fly in helicopter together’

The basketball star and his daughter tragically died in a helicopter crash this week Kobe Bryant and his 13-year-old daughter Gianna both tragically died in a helicopter crash this week. And, while the NBA basketball player would regularly use helicopters to travel around Los Angeles, his wife Vanessa Bryant had previously agreed to never fly with him. A source told PEOPLE: “He and Vanessa had a deal that they would never fly on a helicopter together.” They added that Kobe “only” flew in helicopters with pilot Ara Zobayan , who was among the seven others killed in the crash, alongside Kobe and Gianna. READ MORE CELEBRITY NEWS Kobe and Gianna are survived by Vanessa, and their other daughters Natalia , Bianka , and Capri , who was only born in June last year. Kobe previously revealed he began using helicopters while he still played for the Los Angeles Lakers because bad traffic meant he was missing quality time with his family. He told Alex Rodriguez in 2018: “I was sittin...
Post a Comment
Read more

Ciara Goes for Gold in JW Anderson Vest for the Singer’s Black Women in Excellence Dinner in London

Ciara opted for utilitarian styling for her Black Women in Excellence Dinner on Sunday in London. The singer was joined by such attendees as Yasmin Evans and Vanessa Kingori, among others, for the special occasion. Ciara wore a design courtesy of Jonathan Anderson’s label, JW Anderson, which was founded by the eponymous designer in 2007. The sleeveless bomber vest featured utilitarian elements, including large pockets at the hips, a zipper down the front placket and a sharp collar. Ciara attends Ciara’s Black Women in Excellence dinner at Isabel Mayfair on June 1 in London. Dave Benett/Getty Images The vest also included an elongated frame. Ciara paired the piece with a coordinated miniskirt featuring similar utilitarian elements. The miniskirt included front pockets and a high-waisted silhouette for added definition. To add some contrast to her attire, Ciara went with a sleeveless black top with a plunging neckline and bustier-style inspiration. When it came to her accessories, Ciara ...
Post a Comment
Read more