服装品牌IP联名现象以及在服装设计上的应用

Phenomenon of clothing brand IP co-branded and its application in clothing design

随着中国经济快速发展,服装行业作为一个日新月异的行业,为最大限度地获得消费者的青睐,每季都会涌现大量新品。由于“90后”“00后”逐渐成为中国新生代消费主力,服装的功能性已不能满足这些拥有独立审美、勇于接受新事物的年轻群体,精神层面逐渐成为他们消费的原因之一。近年来,各大服装品牌IP跨界联名的现象层出不穷,但有时过度商业化也导致服装品牌不愿集中精力在设计本身推陈出新,更愿意走捷径获得“流量”,甚至联名的两个品牌本身的精神理念相去甚远,让人不禁怀疑是否在大量消耗联名品牌或艺术品的价值。文章以Jack Jones和NBA、Coach和艺美国艺术家Jean-Michel Basquiat两个联名为正反两例(笔者参与前者项目),分析了目前市场上IP跨界联名现象。

With the rapid development of China’s economy,the clothing industry,as a rapidly changing industry,has emerged with a large number of new products every season to maximize consumer favor.Due to the fact that the post-90s and post-00s have gradually become the main consumers of China’s new generation,the functionality of clothing can no longer meet the needs of these young groups with independent aesthetics and the courage to accept new things,the spiritual aspect has gradually become one of the reasons for their consumption.In recent years,the phenomenon of IP cross-border co-branded among major clothing brands has emerged one after another.However,sometimes excessive commercialization has also led to clothing brands unwilling to focus on the design itself to innovate and prefer to take shortcuts to obtain“traffic”,even the spirit of the two co-branded brands is far apart,which makes people doubt whether they are consuming a large amount of the value of co-branded brands or artworks.This paper takes Jack Jones and NBA,Coach and American artist Jean-Michel Basquiat as positive and negative examples(the author participated in the former project)to analyze the current phenomenon of cross-border co-branded IP in the market.