With the continuous upgrading of consumption, the interest of young consumers born in the 1990s and 2000s in international fast fashion brands is gradually decreasing. Apart from basic styles, most ready to wear fast fashion has lost its competitiveness.
This is due to a shift in the consumption mindset of young consumers, who are more focused on the sustainability and cost-effectiveness of clothing, and their aesthetics are gradually becoming more diversified.
Some brands are keenly aware of the changing preferences of the consumer group, and in order to meet the personalized and diversified needs of young consumers, they collaborate with big IPs to design a series of products that are more in line with the tastes of young people.
The collaboration between GUCCI and the classic IP Disney became a top trend in the fashion industry.
There are not many IP collaborations like this, but Handu Clothing House has recently stood out among many collaborations, following the fashion trend and launching the Handu Clothing House X Miaohan collaboration series, which has quickly become popular in the Chinese and Korean fashion circles. Whether in INS, Xiaohongshu, Tiktok, or Weibo, young people have shown great enthusiasm and love for this co branding.
This is the first collaboration between the popular Korean phenomenon level variety show IP and representative Chinese youth fashion brands, and also the first exploration of the innovative model of "variety show+fashion" by Handu Yishe. As a high cost performance brand with leading online sales for 7 consecutive years and over 50 million fans, Handu Yishe has been able to successfully insight and seize the trend of youth consumption. Its focus on youth fashion research, insight into popular culture, and continuous enrichment of diversified fashion design are closely related.
Why is Han Du Yi She X Miao Han Co branded Hot Selling in China and South Korea?
How popular is the Han Du Yi She x Miao Han Co branded Series?
Within a short period of time after its release, the co branded series not only sparked heated discussions on major domestic platforms, but also quickly attracted the attention of Korean bloggers, showcasing fashion co branded outfits. Korean fans also sought to purchase under the official announcement INS of Miaohan, sparking a "Korean Miaohan fever".
The various behaviors of the young fashion group indicate that Handu Yishe is leading a new trend, and this is precisely because Handu Yishe has a profound understanding of popular fashion culture.
Accurate insight into market trends:
The authoritative trend report "2020-21 Autumn/Winter Women's Fashion Series Trend Report" jointly released by Han Du Yi She and several researchers from Hongyi University, a prominent art field in South Korea, as well as members of the China Fashion Designers Association, shows that various collaborative products that flexibly use animation colors continue to maintain a strong development trend. This means that IP has become a powerful force for brands to connect young consumer groups, providing market guidance and precise design direction for the collaboration between Han Du and Miao Han.
The strong alliance of the top popular brands:
The first essence of IP co branding is the alignment of their status and style, in order to achieve a 1+1 greater than 2 effect.
Miaohan is the mascot of South Korea's first online variety show "New Journey to the West". Since its broadcast, "New Journey to the West" has been far ahead in ratings. With its ugly and cute appearance and unique charm, Miaohan has gained a large number of loyal fans of South Korean celebrities and young users. As soon as it was released, it quickly sold out, making it the undisputed top tier Korean variety IP.
