Why luxury brands are using streetwear? Recommendation
Links:
https://www.adweek.com/brand-marketing/how-streetwear-is-influencing-a-new-era-of-luxury-fashion/
https://www.retailgazette.co.uk/blog/2019/01/why-luxury-retailers-are-tapping-into-streetwear/
https://www.theurbanlist.com/a-list/add-to-cart-italian-streetwear-labels
How streetwear is influencing a new era of luxury fashion:
Streetwear has been around for decades, this subculture is experiencing its prime time now bevause we are living in the image-centric age of instagram. streetwears loud aesthetic allows the trend to make noise on social media. As younger shoppers are beginning to favour uniqueness over craftsmanship out goes the desire for traditional luxury.
According to a study by consulting firm Bain and Company, luxury streetwear has helped boost global sales of luxury goofs by 5% last year to an estimated 263 billion euros.
Abloh has been the breakout for designers for lots of reasons but high fashion brands have been 'street' for a while.
As high fashion houses tap more and more into this growing social media trend, streetwear is occupying a larger space within the upper echelons of style, but there's no brand that does this white like Gucci. under leadership of creative director Alessandro Michele, the fashion house has completely altered its aesthetic, collaborating with graffiti artist Trevor Andrew and photographer Coco Captain.
Before appointing Abloh, Louis Vuitton collaborated with New York based label supreme, arguable the most well-known name in streetwear. The collection contributed to the growth in LVMH sales.
Why luxury retailers are tapping into luxury fashion?
In recent years luxury retailers have partnered up with streetwear brands to tap into a younger consumer base and to experiment with different styles, "collaborations between luxury and street also create excitement"- Conran Design group chief executive Thom Newton.
"Streetwear is deliberately hard-to-get in order to create scarcity and exclusivity and this is where luxury also lives, so theres a natural fit."
By broadening into the streetwear market, luxury brands are able to remain relevant to a growing, younger market of buyers.
Evidence of this comes from LV x Supreme. was seen in 2017 when it reported a 21 % year o year revenue growth for the company. since then other high profile collaborations between luxury and streetwear brands have emerged such as Ralph Lauren X Palace and Fendi X Fila.
The power of social media and the way it is widely used by the younger generation is another aspect of the collaborations that cannot be ignored. Fashion retailers often promote products via their millions of followers on Instagram, or pay high profile celebrity influencers to promote it on their behalf.
From reading these articles I can see why luxury brands want to do collaborations with streetwear brands and how it opens their consumer demographic up to a new audience. The luxury brands need to prove that they are keeping up to date with current trends and consumer wants and needs as the changing fashion landscapes change the brands need to keep up. Dolce and Gabbana have made efforts with their #DGMILLENIAL lines, however this leaves the brand looking very confused and contrasting to their original designs. This also messes up the consumer demographic, if it is aimed at millennials does that mean they no longer want an older consumer? I think a streetwear collaboration would be a really good recommendation for Dolce and Gabbana and would keep them up to date with their competitors in the streetwear/luxury market. The brand could collaborate with a well known streetwear brand such as A-COLD-WAR, Off White, Helmut Lang or Cottweiler. However they could also choose to do a collaboration with a Italian brand so that they can keep their traditional Italian theme which the brand prides themselves on. Italian streetwear brands include, Palm. Angels, Stone Island, GCDS and Fiorucci. Dolce and Gabbana could choose to collaborations with an up and coming Italian streetwear brand so that they continue to support and love their Italian culture.
https://www.adweek.com/brand-marketing/how-streetwear-is-influencing-a-new-era-of-luxury-fashion/
https://www.retailgazette.co.uk/blog/2019/01/why-luxury-retailers-are-tapping-into-streetwear/
https://www.theurbanlist.com/a-list/add-to-cart-italian-streetwear-labels
How streetwear is influencing a new era of luxury fashion:
Streetwear has been around for decades, this subculture is experiencing its prime time now bevause we are living in the image-centric age of instagram. streetwears loud aesthetic allows the trend to make noise on social media. As younger shoppers are beginning to favour uniqueness over craftsmanship out goes the desire for traditional luxury.
According to a study by consulting firm Bain and Company, luxury streetwear has helped boost global sales of luxury goofs by 5% last year to an estimated 263 billion euros.
Abloh has been the breakout for designers for lots of reasons but high fashion brands have been 'street' for a while.
As high fashion houses tap more and more into this growing social media trend, streetwear is occupying a larger space within the upper echelons of style, but there's no brand that does this white like Gucci. under leadership of creative director Alessandro Michele, the fashion house has completely altered its aesthetic, collaborating with graffiti artist Trevor Andrew and photographer Coco Captain.
Before appointing Abloh, Louis Vuitton collaborated with New York based label supreme, arguable the most well-known name in streetwear. The collection contributed to the growth in LVMH sales.
Why luxury retailers are tapping into luxury fashion?
In recent years luxury retailers have partnered up with streetwear brands to tap into a younger consumer base and to experiment with different styles, "collaborations between luxury and street also create excitement"- Conran Design group chief executive Thom Newton.
"Streetwear is deliberately hard-to-get in order to create scarcity and exclusivity and this is where luxury also lives, so theres a natural fit."
By broadening into the streetwear market, luxury brands are able to remain relevant to a growing, younger market of buyers.
Evidence of this comes from LV x Supreme. was seen in 2017 when it reported a 21 % year o year revenue growth for the company. since then other high profile collaborations between luxury and streetwear brands have emerged such as Ralph Lauren X Palace and Fendi X Fila.
The power of social media and the way it is widely used by the younger generation is another aspect of the collaborations that cannot be ignored. Fashion retailers often promote products via their millions of followers on Instagram, or pay high profile celebrity influencers to promote it on their behalf.
From reading these articles I can see why luxury brands want to do collaborations with streetwear brands and how it opens their consumer demographic up to a new audience. The luxury brands need to prove that they are keeping up to date with current trends and consumer wants and needs as the changing fashion landscapes change the brands need to keep up. Dolce and Gabbana have made efforts with their #DGMILLENIAL lines, however this leaves the brand looking very confused and contrasting to their original designs. This also messes up the consumer demographic, if it is aimed at millennials does that mean they no longer want an older consumer? I think a streetwear collaboration would be a really good recommendation for Dolce and Gabbana and would keep them up to date with their competitors in the streetwear/luxury market. The brand could collaborate with a well known streetwear brand such as A-COLD-WAR, Off White, Helmut Lang or Cottweiler. However they could also choose to do a collaboration with a Italian brand so that they can keep their traditional Italian theme which the brand prides themselves on. Italian streetwear brands include, Palm. Angels, Stone Island, GCDS and Fiorucci. Dolce and Gabbana could choose to collaborations with an up and coming Italian streetwear brand so that they continue to support and love their Italian culture.
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