設計師猛跨界 合作互補別有心機
Designers' Collaboration Schemes


許久未受到矚目的紐約時裝品牌DKNY,除了紐約大蘋果造型香水有時不時地露一下臉,似乎在時尚界中缺少了一些人氣。藉由與同樣重視街頭風格的Opening Ceremony合作,期待能拉回聲勢,若能再推出富創意的嶄新服飾系列,想必定能再掀話題。另外,這次將體現紐約精神的服飾帶回市場,回歸90年代美國青少年試圖以音樂及街頭文化表現自我的風潮,以及和90年代青年品牌X-Girl由日本回歸美國的大動作相互呼應,不知這是否為潮流回向的另一個徵兆?

Opening Ceremony與DKNY同界合作不怕競爭,只求激發創新火花。

Opening Ceremony與DKNY同界合作不怕競爭,只求激發創新火花。

聯名合作在學界或產銷界都已經不是新概念,但是在21世紀時尚圈,眾多品牌與其他品牌、機構、名人合作的突然增加,漸形成一個常態現象。合作雙方除了互補,為彼此原本單一生活形態群體創造新體驗,也在兩者之間,誘發出第三塊新消費族群,創造更多利益。雖不知這樣的潮流會不會有生厭的一天,但看來,如此美妙的化學變化永遠不嫌多。««

»»Designers’ crossover and collaborations have been overly populated for years. Compared to the new designs for customers, the complementary effects between the brands and celebrities are more important than ever.

The collaborations between different priced markets and the brands is the most common way for extending designer’s brand to low-price markets, while both sides can also improve the public image. That British designer Lulu Guinness launched a diffusion line with JC Penny is one of the example cases.

The collaborations between designers and charity group is the second type. As charity campaigns relied on celebrities’ fame to promote, the celebrities also need them to build better public images. Stella McCartney is one of the great examples of such cases, good at advertising her goal and image of fighting for environmental protection; she designed a series of T-shirts to fundraise for Comic Relief which is also charity products for helping suffering people in third world.

The brands in the same field who targeted the same customers are no longer against each other. Instead, they team up to create larger markets. Like Opening Ceremony is famous for its collaboration with other clothing brands, it has recently worked closely with DKNY to re-issue DKNY 1990’s iconic design.

The collaborations between designer brands and other markets boost up the phenomenon of crossover. As long as customers are willing to pay for the creativity, the trend will continue.««

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