Fashion Brand Crossover: Cross-border

In today's economic crisis, as a fashion designer, witnessing the ever-changing fashion industry, domestic and foreign fashion brands have been mobilizing the “winter”, and the first thing that comes to the forefront is that the global fashion industry is currently in full swing. "Crossover - cross-border" cooperation, it seems that "with one mind and more use," "Swords go ahead," "shocking" has become a fashion. How to look at these fashion generalists? Perhaps it can be understood as: cross-border is a marketing strategy to increase sales during the economic crisis, or it is a refreshing trend for fashion creators to refresh themselves and consumers. Heart needle?

In the dictionary, Crossover's original intention is to “cross-border, cross, and fusion” to describe the cooperation and integration of two things that are not in the same field. Remember that the industry that used the word “Crossover” earlier was probably the automobile industry. The forerunner was the Ford car of 1957. Its sales volume hit a record for that year. Nowadays, the concept of "Crossover" has spread to almost every corner of the world with lightning speed. All walks of life, in different fields, have never tired, making the original unrelated elements meet and merge with each other, bringing several times of consumer groups, and influence, for the product itself, but because of the existence of Crossover concept, it has long exceeded Simple products become cultural symbols with the meaning of the times.

From the evolution of fashion history, it is easy to see a wave of artistic thoughts. The impact of modern art on fashion design is undoubtedly profound. After entering the 21st century, especially after the economic crisis, art and fashion, technology and fashion, performing arts and fashion have become more intimate than ever before, and cross-border cooperation has become more common and frequent.

Horizontal cross-border is undoubtedly a magic weapon in marketing. When Prada began to dedicate his creative efforts to commercial buildings, Karl Lagerfeld joined Dubai's artificial island luxury residential building Isla oda in Dubai. Although Lagerfeld designed a mansion, not clothing, but the builders are very smart. Fashion marketing techniques integrated into them, including shouting "80 global limited", 10% will be specifically tailored for VIP (bespoke), etc., can quite meet the tastes of the global rich, but also further enhance the fashion design Master's design skills.

When H&M invited Modonna to start her “M by Modonna” creative life, Topshop won Kate Moss favor; when Nike and Apple formed “Nike+Ipod Sport” and began to display their speed through the Ipod Nano linked with shoes; Kawakubo Also choose to stroll with Nike fashion; Yohji Yamamoto and Adidas are more willing to vote together, alliance "Y-3". At the same time, Chanel and Cucci "rely on the backseat" of global consumers' love for them to launch black and red bikes respectively; the elegant Armani is no longer satisfied merely to let men "gracefully old", but to expand indefinitely. Skin care products to chocolate, it is estimated that the next step is really the cross-border business of toothpaste.

All of this brings more than just a gimmick to the fashion brand, it is eye-catching; more is to consolidate and expand its territory in the market territory, after all, the brand's sustainable management is the most important, material wealth. It is the foundation of spiritual civilization This is the constant truth.

Longitudinal cross-border, it is the luxury brand's winter jackets and boosters. When the economic downturn hit, when Zara, H&M, and the store were full of people at any time, and when the first-line brand was at the door, Karl Lagerfeld took the lead with H&M of the high-grade ready-to-wear garment to create the “Karl Lagerfeld for H&M” series. Stella McCartney, Victor & Rolf, and even the most business-minded Modonna are all struggling to pounce on the brand; the masters walk the top-to-bottom cross-border road. This kind of close to the people's spirit is just right for the majority of consumers to enjoy more benefits and fun at the same time, but also let ordinary high-end luxury brands in the economic winter of bleak to appreciate a touch of warmth.