FASHION : ART

UNIQLO is NOT the first fashion brand to collaborate with ‘Art’ in order to appeal to young millennial audiences. However, there is something to be learned from the significance of the scale, depth and sustainability of this collaboration with art and culture.

Firstly, the collaboration is based on shared visions. UNIQLO seek to enhance lifestyles worldwide with their clothing, which is functional, innovative and affordable. They provide clothes that feature graphic designs from the world of fine art, music and culture. This collaboration with MoMA, renowned for its world famous collection of modern and contemporary art, is a natural fit.  For Chinese brands, seeking a genuine and meaningful partnership with shared passion and brand vision is essential for demonstrating credibility.

The next thing I would like to talk about is the sustainability of this collaboration. With its brand vision and powerful partnership, UNIQLO is able to offer refreshing product lines with different artists on a regular basis. This gives an on-going buzz and enticement for the consumer to revisit and discover art through each new piece of clothing. The UNIQLO concept store SPRZ NY (Surprise New York), with its Starbucks outlet inside, has become a place millennial customers can meet friends, drink coffee and enjoy art. It makes the art more accessible and optimises brand loyalty, which has become fickle in the digital/social age. Chinese brands could learn from this and consider mid-long term partnerships instead of one-off deals that only maximise social exposure upon launch.

TECHNOLOGY : DESIGN & FASHION

Tapping into culture and art is vital for creating brand resonance in new markets. Huawei yielded the rewards of following this route at the onset of their brand-building in western markets and have continued in that direction. 

One of Huawei’s early initiatives infusing technology with Art and Culture was the launch of the Huawei Watch.  Huawei collaborated with renowned Italian designer Fornasetti to create a bespoke Huawei Watch, and amplified the campaign at Milan Fashion week in partnership with Vogue China. Huawei communicated the premium side of their brand image and generated appeal amongst its audiences through this relevant and meaningful partnership.

(image from www.designboom.com)

HERITAGE : MODERN

Founded in 1990, this Chinese sportswear brand was named after its founder, the renowned Chinese Olympic gymnast, Li Ning.

Recently Li Ning rejuvenated its image by investing in design and branding. Li Ning’s refreshed brand identity aligned with its updated design approach. Li Ning made a splash on the New York Fashion Week catwalk in February, followed by a debut at Paris Fashion week in June this year, impressing both the fashion press and the public with its new collection. Li Ning takes the heritage of Chinese philosophy, Daoism, and makes it relevant and contemporary. By exploring the tension between past and future, it conveys new energy and modernizes the brand image, thus increasing brand appeal.