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21 April 2022

THEME OF THE WEEK: TRENDING IN CHINA

WHAT’S YOUR SIGN? ⭐🔭♐

WHY ASTROLOGY IS OF THE MOMENT: THE NEW AGE OF SPIRITUAL BRANDS.

Our modern world is becoming more spiritually in tune, as fashion, luxury & beauty brands are looking to the stars—even in China. 🇨🇳 💫

Astrology readings, horoscopes, tarot cards, crystals, yin & yang … The once deemed “superstitious” has become super popular, especially among Chinese Gen Z & Millennials. 🔮

While the birth of the astro system can be traced back to 2nd Century Babylon, the New Age Movement of the 60s and 70s made it pop culture. The New York Times cited Western astrology gaining popularity in Asia during the 1990s.

Growing anxiety & insecurity among teens has further popularized astro culture. And this deepened interest in spiritual & mystical disciplines is explained by the psychological comfort it provides young people in stressful, uncertain times. 🌙

Indeed, the multifaceted, astro-verse also offers fresh inspiration for creative minds. ✨

♊ Sanctuary Co. has an impressive 1.5 million followers on Instagram, boasting a heavy Gen Z audience. According to a study by Jean M Twenge, psych professor at San Diego State, Gen Z is more likely to feel lonely & anxious in comparison to prior generations, pushing them to inner health platforms.

♉ According to i-D magazine editor, astrology & fashion have something in common: fashion evolves with the seasons & astrology with the planet’s movements, granting both a cyclical nature. Trend forecasting can be somewhat compared to predicting a horoscope.

♌ Some of our favorite star-studded collabs: Van Cleef & Arpels’ astrology line, Gucci “monthly horoscope,” Christian Dior Couture’s astrologer-inspired collections: “Bonne étoile,” “Horoscope” & “Cartomancienne.”

🌌 Think the stars are aligned for astrology’s growth in China?

Also #TRENDINGINASIA: WHAT IS A NON-COLLAB BRAND? 🤔

WHAT YOU NEED TO KNOW ABOUT THE REBEL CAUSE FOR BRAND IDENTITY

Zodiac fashion may be booming in China, but so is another fashionable phenomenon: rebellious brands that opt-out of ever-popular collabs. While brand collabs à la Gucci x #Adidas are all the rage among Gen Z, what’s to be said about ultra luxe brands like Hermès and Chanel that completely shy away or approach co-branding with caution?

⌚For Hermès, long prided for its artisan craftsmanship, the Apple Watch stands as its only form of co-branding. The Apple x Hermès union is designed to satisfy needs for design aesthetics, advanced tech, & high quality materials: the Apple Hermès AirTag is exhibit B, following exhibit A of the leather watch band.

👜 CHANEL has also stood true to its high-end handicraft workshops, of which they have organized 12 since 1984, centralizing their efforts on product research & development in lieu of co-branding.

Both Chanel & Hermès recognize that co-branding can be risky, so one must be choosy—and to create the highest consumer quality, they need to have full control over their retail operations, as well as their brand reputation & identity. Others to note:

🙅‍♀️ German shoe brand BIRKENSTOCK rejected #Supreme‘s joint request

🙅‍♀️ Tory Burch will not co-brand, as part of the brand

In fact, “non-co-branding” is actually in line with the personality of young, rebel-like, loyal Chinese consumers who resonate with a stronger sense of brand identity and authenticity.

✋ But well-crafted co-branding can be beneficial, rather than banish a brand’s reputation. In terms of expanded lines, Saint Laurent has definitely done best with its Rive Droite home boutique.

In the fiercely competitive and rapidly changing Chinese market, effective co-branding is still the first choice for most brands, as an effective way to gain consumers’ attention. Examples:

✔️ Loewe x “A Thousand and One” & Ang’s running shoes
✔️ Burberry x Supreme (too bad for Birkenstock)
✔️ #AirJordan x #Dior

What are your thoughts on the co-brand? 💭✨

Photos: Dior x Van Cleef & Arpels
Sources: Vogue Business China, New York Times, i-D Magazine


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