Luxury brands over a century old are trying to adapt to the tastes of newer generations.
As luxury brands over a century old adapt to the tastes of newer generations, the fastest route to youth culture relevance has been through strategic partnerships with cult streetwear labels many decades their junior. This has been especially true in China, where streetwear-obsessed Millennials and Generation Z shoppers have become a significant focus for luxury labels.
The #offwhiterimowa hashtag received more than 42 million views on Weibo, and the luggage sold out on the brand’s limited-time pop-up store via a Mini Program on China’s top messaging app WeChat.
A growing number of top global luxury brands are going straight to the Chinese celebrities themselves for streetwear collaborations. Fendi did this in July 2019 with its brand ambassador Jackson Wang, a boy band idol turned hip-hop star known for creating the hit song “Fendiman.
In partnership with both the streetwear platform and Chinese footwear brand Bing Xu, the 113-year-old luxury label launched a youthful flamingo-emblazoned backpack at China’s largest consumer-facing streetwear trade show, the Yoho!-hosted August 2019 Yohood event in Shanghai.
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