It is not uncommon for fast fashion brands to cooperate with designers. Consumers can buy clothes with a sense of design and reasonable prices through affordable prices, which can trigger panic buying every time. This time, it is the turn of Uniqlo.

Those partners of Uniqlo

Recently, it is reported that the Japanese fast fashion brand Uniqlo may launch a joint series with Rick Owens. The first series will be released in September at the earliest, and an exclusive account for the collaboration series has also appeared on INS. Founded in 1994 by the designer of the same name, Rick Owens is known for his dark and avant-garde style. His Paris-based private company Owenscorpy has revenue of more than $120 million in 2017.

So far, neither Uniqlo nor Rick Owens have responded to the news.

Uniqlo can always find the right partner, and many co-branded series maintain a high level of design.

In recent years, the "outdoor style" has become very popular. Just a few months ago, Uniqlo joined hands with the international performance brand White Mountaineering to create an outdoor trend line, which attracted the attention of countless street players. As we all know, the big functional brands are always expensive, and a single product is often three or four thousand. The cooperation of Uniqlo has reduced the price of some items by less than 100 yuan, allowing customers to spend small money happily to buy big brands.

Uniqlo's cross-border cooperation has achieved remarkable success. In recent years, the scope of cooperation in the fashion circle has also continued to expand. It has cooperated with Tomas Maier, creative director of Italian luxury brand Bottega Veneta, cooperated with hot young fashion designer JW Anderson, and launched limited editions with KAWS. , Uniqlo and Lemaire surpassed their expected sales estimates in less than 24 hours.

Every time a joint name is made, the industry will make the sound of "it's coming, it's coming, and it's coming again with new products", triggering a rush to buy and getting a good response from the market.

When will the myth of fast fashion cooperation be shattered?

Fast delivery time, affordable prices and keeping up with trends. With these advantages, once upon a time, fast fashion can be said to hold up half of the sky in major shopping malls. For fast fashion brands, the myth of the past seems to have come to an end.

From the standard department store to the gradually "losing" camp, are discounts, clearance, and cooperation with big names and designers a permanent panacea?

It is foreseeable that even Uniqlo, which is developing the most smoothly in China, has slowed down its growth rate.

With the rise of social media, Instagram, Weibo, and Xiaohongshu have allowed young consumers to evolve their fashion aesthetics and form new consumption habits. It is difficult for fast fashion brands to follow up widely, and they are still marketing in traditional ways. Coupled with the clichéd quality issue, the version is stylishly designed.

This has led to fast fashion looking for a way out, and H&M has also begun to cooperate with big names, and the cooperation is all well-known first-line designers. Including Lanvin, Alexander Wang, Karl Lagerfeld, Stella McCartney, Versace, Isabel Marant and many more.

In this era of fast fashion, many consumers are willing to spend a small amount of money to buy some clothing that is similar in quality and design to luxury brand products, so fast fashion retailers are now very cruel to emerging brands. threat. It can be seen that the operation of the fashion industry is not an easy task.