Seesaw sells sweaters! Bottle coffee and HUMAN MADE dream interaction! Why do coffee like to be co-signed with tide cards?

Snow has been arranged all over the country. It snows in Beijing, Zhengzhou and Jinan. Although children in Guangzhou can't see snow, Guangzhou has cooled down recently. It's time to buy new clothes (except for poor workers who can only wear long sleeves that didn't match them last year).

It's snowing. Remember to wear more.

"I want new clothes."

"Ah! Seesaw is out of his sweater! "

"isn't seesaw a coffee seller?

"you are a local dog, co-named ~ co-named ~"

Today's big hit is a [coffee support] sweater designed jointly by seesaw and Japanese fashion and lifestyle editor niko and. The clothing design is full of creativity, connecting seesaw's classic iconcups together to form a "coffee spine" printed on the back of the sweater, while the official interpretation of this design is that "as a business card of Shanghai boutique coffee, seesaw aspires to be the pillar of the coffee circle, refuses to party softly (clothes are loose), straighten up and don't bend sideways."

Um... That's interesting.

But the code worker is not here to blow the rainbow fart for this sweater. Just a few days ago, the boss of the typesetter bought a bag of coffee beans in a blue bottle, and the letters on the package were shocked by the letter "HUMAN MADE". Isn't this a trend brand project for Asians inspired by American tooling in the 1950s that was revolutionized by NIGO, founder of fashion brand BAPE? What's his story with Blue bottle Coffee?

It turns out that, as the designer of HUMAN MADE, NIGO himself is a crazy fan of blue bottle coffee. Because I really like blue bottle coffee, I joined the blue bottle coffee brand in HUMAN MADE's Kyoto store "HUMAN MADE 1928" in May 2011. what's more, it combines two major brands of logo- blue bottle coffee with red love to create a new blue love pattern.

Like other Blue bottle stores, the store offers hand-made coffee, espresso and various coffee drinks, and Blue bottle has launched a series of "Blue Bottle Coffee X HUMAN MADE Future Blend" products for this purpose. HUMAN MADE has also designed joint hats, short sleeves and aprons for use by store staff, but it is a pity that they are not on sale.

What's more, in order to celebrate the opening of the new store, HUMAN MADE 1928 and Heguo old store "Huan kind Room" also launched and three pots of fruit, using a heart-shaped pattern representing HUMAN MADE, as well as red and blue on behalf of the joint brand, netizens called "too cute to talk"! Even the related coffee handmade utensils printed with the new logo were instantly emptied, and these are the brand effects brought about by the joint name.

To say that seesaw and niko and are strong partners, then HUMAN MADE 1928 and "good House" are. Stronger, stronger! Have you ever wondered why? Why is coffee so fond of fashion cards? Or why coffee is so fond of dreamy association with clothing?

Co-branding is actually a similar concept to co-marketing, both of which are looking for partnerships between brands to strengthen marketing work, but in different ways. Brand co-naming, to be exact, is based on the creation between new products and services, while re-creation is bound to produce new things, which is a brand extension strategy. Consumers will be attracted by the "new", just as the public will be attracted by clothes other than coffee from seesaw and go back to pay attention to other products around seesaw.

Second, the linkage between brands is actually expanding the radiation scope of brand effect, cooperation can expand the scope of influence of a single brand, and the coincidence part is the basis and guarantee of consumption. Blue bottle and HUMAN MADE have brand advantages from an individual point of view, while HUMAN MADE 1928 takes advantage of the strengths and expertise of both sides to develop new logo clothing and coffee products and appliances. The young people who drink coffee and love tide cards (or middle-aged or old people) are the joint sales guarantee.

If both sides follow the policy of knowing, then the brand must benefit, especially the brand with good image will win more respect and reputation. But it is worth noting that when different cultures collide, the results are not always ideal.

What else do you think of the dream linkage between coffee and fashion brands? Welcome to speak enthusiastically ~

Source: Internet, HUMAN MADE official website, seesaw official account