Why Fashion Brands Collaborate With Animation

Street fashion brands in general have been involved in collaborations with animation, such as Diadora with Astro Boy and Bape x “Pokémon”. Now, the larger fashion industry is exploiting the niche market.

The latest fashion and anime collaboration comes from the Jordan brand, which has teamed up with New Orleans Swans force forward Zion Williamson and Williamson declared himself Favorite anime program “Naruto”. The collection, launched on May 18, includes sneakers and T-shirts inspired by the characters. Prices range from $35 to $130 on the Nike website and many sports retailers. Prior to that, on April 26, French fashion brand Maje released a limited edition collection featuring the classic cartoon character Sailor Moon. And on April 15, Dolce & Gabbana announced their latest collaboration with “Jujutsu Kaisen”.

The desire to stay relevant among young consumers may be the biggest driving force behind this collaboration. In early 2020, a US survey reported that 27% of American adults between the ages of 18 and 29 had a positive view of anime. The average age of an anime fan is 24.4 years old. While the animation genre has different content that appeals to different demographics, the majority of people watching are Generation Zers. According to Grandview Research, from 2021-2028, the global animation market will grow by 9.7%. In the United States, this increase is greater at 15.5%.

For its part, Dolce & Gabbana teamed up with “Jujutsu Kaisen” after the movie premiered, which was called “Jujutsu Kaisen 0”. The film cumulatively earned $31.4 million at the US box office. D&G’s “Jujutsu Kaisen” collection consists of 30 designs ranging from earrings and handkerchiefs to jackets and bags, priced between $300 and $4,000. group marketingAnd the “Jujutsu Kaisen” director Sunghoo Park explained the eight main characters of the anime in their Dolce & Gabbana outfits. In addition, Dolce & Gabbana opened three pop-up stores in Shibuya, Japan from April 27 to May 3 To display an immersive experience alongside products.

Although Dolce & Gabbana’s custom look for “Jujutsu Kaisen” wasn’t available for purchase online, the collection garnered quick attention and praise from fans on TikTok and Twitter. Dolce & Gabbana themselves only published six promotional posts for the collaboration via Twitter and Instagram, But fan-made TikToks has seen nearly 2.5 million views, 650,000 likes, 23,000 shares, and 7,000 comments.

“Trends stem from societies, and [Dolce & Gabbana] Hit the community well. That’s why they receive a good response [on social media]said Ashley Paintsil, a fashion and media researcher in the Department of Communications at the University of Delaware.

Other luxury brands are taking advantage of popular animation Personalities. Studio Ghibli, the animation studio that produced the 2003 Academy Award-winning movie Spirited Away, collaborated with Loewe in January 2022. The line consists of 54 embroidered and knitted T-shirts, sweaters, and jackets inside. Prices ranged from $450 to $6,400.

For many millennials and generation Zers, these groups are associated with the larger trend of nostalgia in fashion and culture.

“When coming out of the pandemic, people want things that are fun or remind them of themselves. This is definitely a way to try to reach Generation Z and reach their interests.” “[Luxury brands] It may only reach a subset of Generation Z consumers who can afford it [luxury collections]…but it’s still a good point of contact, to get a little something out of them.”

Caleb Arbaugh, a social media commentator who specializes in anime collaborations with brands like Samsung and Bape, noted that in the past, luxury brands like Louis Vuitton and Harrods have collaborated With skateboard brands. Previously, people saw luxury and skateboards as a funky pair, and the same could be said for luxury brands’ collaborations with animation, he said.

Luxury brands [are] Adapting to a changing culture and animation is becoming very popular.” “Brands that don’t collaborate with anime or skateboard brands, or with artists in general, are [not doing it] to their demise. “

However, clothing is not the only way this collaborative business can be realized. For example, Gucci teamed up with animation program One Piece in September 2020 for an official guide, where the anime’s creator, Eiichiro Oda, drew characters for the Gucci “Fake/Not” group. In October 2018, Balenciaga collaborated with the animated show “Jojo’s Bizarre Adventure”, in which main character Bruno Bucciarati appeared in an appearance from Balenciaga’s Fall 2018 collection on the cover of a magazine.

“It is important that new manga brands integrate [comic] With characters wearing the latest luxury fashion, but [collaborations] “It doesn’t have to be a commodity,” Arbu said.

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