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.