Guangzhou Daily (all-media reporter Tu Duanyu) Recently, Uniqlo and KAWS once again cooperated to release a joint product. Although the single product is affordable, the response was mediocre this time.
The reporter saw in an offline store of Uniqlo recently that its latest "hot sale" Uniqlo and KAWS art exhibition limited trend cooperation series has been put on the shelves. The product line covers adult and children's wear, but only a few consumers try it on. It has not reproduced the scene of the frenzy two years ago.
And in 2019, when Uniqlo and KAWS released a joint product and encountered a rush in the market, many people were still impressed: just after zero on the day of the shelf, the online store sold out instantly; the next morning, the gates of physical stores in many places did not have time to complete. Pulling apart, a large number of customers rushed into the store to snap up the joint T-shirts.
In this regard, some industry observers said that the colors and styles of the co-branded products launched by the two are more common, while consumers are more rational than before. ".
It believes that in recent times, local brands such as Hongxing Erke and Guirenniao have driven a round of emotional consumption in the market. Even if their designs are not well-designed, they are still sought after. This may have also weakened the attention of limited co-branded products to a certain extent, because The target audience of the co-branded product happens to be the young group.