Navigating the Era of Diversified Consumer Values: the Meaning of Brand Collaboration Marketing
In today's dynamic market, consumer values are undergoing a significant diversification. Traditional marketing approaches alone are inadequate to meet the evolving needs of consumers. This has led to a resurgence of collaboration marketing, where multiple companies and brands join forces to create mutually beneficial, novel campaigns. This blog post explores the trend in collaboration marketing, with a particular focus on Japan and those brands taking this strategic approach to expand their businesses in the Japanese market.
The Shift in Luxury Brands: A Unique Embrace of Collaboration Marketing
In Japan, there has been a growing disinterest in luxury brands amongst younger consumers. Traditionally perceived as exclusive, many are now adapting to the changing landscape by engaging in collaboration marketing with brands or icons that have a stronger connection to youth culture. Notably, collaborations with Japanese anime have gained prominence as an unexpected yet effective approach to reaching a younger demographic.
In 2019, a collaboration between the American high-end brand COACH and the renowned manga/anime series Naruto sparked many discussions. In fact, the collaboration wasn’t directly with Naruto. It was with the NBL star Michael B. Jordan, inspired by Naruto anime. The promotional video features Jordan in the world of manga, adding a Blade Runner-esque atmosphere to the setting.
Why are high-end apparels collaborating with anime one after another?
Luxury Spanish fashion house LOEWE has been collaborating with Japan’s Studio Ghibli for the past few years. The 2023 LOEWE and Howl's Moving Castle collaboration highlights the strategic intent of luxury brands to tap into the advertising power of anime amongst the youth. Previous LOEWE x Studio Ghibli collaborations sold out almost instantly, including the ticketed popup store in Tokyo’s Harajuku.
Other International Luxury Brands Collaborating with Japanese Icons
1. Dolce & Gabbana × Anime Jujutsu Kaisen
Dolce & Gabbana's collaboration with the anime series Jujutsu Kaisen is another example of the increasing influence of anime in the fashion world. This anime's massive popularity among Japanese youth provides the luxury brand with a valuable avenue to connect with potential new customers in this demographic.
2. GUCCI × Artist Higuchi Yuuko
GUCCI's collaboration with Japanese artist Higuchi Yuuko showcases the brand's affinity with fantastical and mysterious aesthetics. Higuchi's distinctive artistic style resonates with GUCCI's sense of beauty. The result is a collaboration that goes beyond fashion, extending to the creation of original, collectable stamps on influential social media app LINE.
3. Seijo Ishii × Anya Hindmarch
The collaboration between Seijo Ishii, a high-end Japanese supermarket, and British designer Anya Hindmarch produced a universally appealing bag made from 100% recyclable materials. This collaboration not only capitalises on the popularity of limited edition items but also emphasises sustainability. It demonstrates a successful alignment of two evolving consumer preferences.
4. Boutique Hotel TRUNK (HOTEL) × Cartier
The collaboration between TRUNK (HOTEL) and renowned jewellers Cartier represents a partnership that goes beyond products – it creates an immersive experience. Collaborating with a hotel allowed Cartier to express their identity, not only through products, but also through staff attire and interior design.
5. Roche Bobois × Kenzo Takada
Furniture brand Roche Bobois collaborates with the renowned designer Kenzo Takada annually, to introduce new creative designs. This collaboration not only enhances brand recognition but also broadens the target audience with each unique sofa design.
The Significant Role of Brand Collaborations: Unveiling the Merits
Brand collaborations hold a special appeal for consumers. Limited edition releases create a sense of exclusivity, while high street partners can make even high-end brands accessible. Despite concerns about potential damage to brand value, collaborations can significantly boost brand awareness and attract future customers. The merits include enhanced brand recognition, the creation of new values, and the strengthening of brand power. Considering the various benefits, collaboration marketing emerges as a strategy worth exploring.
Strategic collaborations serve as advertisements rather than solely focusing on the profitability of specific merchandise. COACH’s Michael B Jordan/Naruto items are expensive, but the exclusivity and value-sharing elements attract an audience who would not usually visit their stores and websites. The cost of the product is not the main concern here.
Brands invest in these collaborations as a form of branding, aligning with the changing landscape where manga and anime are no longer niche but mainstream cultures. For high-end brands, connecting with the younger demographic through collaborations is crucial for long-term survival. These collaborations are not just about short-term marketing trends but part of a vital branding strategy to appeal to future customers and ensure a company's longevity.
Embracing the Collaborative Wave in Marketing
As consumer values diversify, collaboration marketing becomes increasingly vital for brands seeking to stay relevant. We have highlighted the diverse nature of collaborations, ranging from anime partnerships to artistic crossovers and even unexpected collaborations with supermarkets. The appeal of brand collaborations lies in their ability to create unique, limited edition products. They foster a connection with consumers that extends beyond traditional marketing strategies. For businesses targeting the Japanese market, collaborating with local brands, artists, or cultural icons can serve as a smart strategic entry point.
In the ever-evolving landscape of consumer preferences, brand collaborations stand out as a dynamic and effective way for brands to adapt, innovate and resonate with new target audiences.
Pointblank Promotions can provide tailored support to companies wishing to expand into the Japanese market. Please feel free to contact us to discuss your needs using the enquiries link below.
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This article was created in partnership with ChatGPT and humans from Pointblank