Consumers Tend To Be Rational And The "Joint Brand Effect" Is Not Popular

Recently, UNIQLO and kaws cooperated again to release co branded products. Although the price of single product is close to the people, the response this time is mediocre. A few days ago, a reporter saw in an offline store of UNIQLO that its latest "hot sale" UNIQLO and kaws art exhibition limited fixed trend cooperation series has been put on the shelves, and the product line covers adult and children's clothing. However, only a few consumers tried and tried them on the scene, which did not reproduce the mad rush scene of two years ago.

In 2019, UNIQLO and kaws launched joint brand products, and the scene of fierce market competition also impressed many people: the online store products were sold out immediately after 0:00 on the day of launch; On the morning of the next day, before the gates of many physical stores were fully opened, a large number of customers rushed into the store to buy joint T-shirts.

In this regard, some industry observers said that the color and style of the co branded products launched by the two brands are more common, and consumers are more rational than before. They no longer think that the upper body of a joint brand clothing will become a "trendsetter". In his opinion, in recent years, local brands such as hongxingerke and guirenniao have driven a round of emotional consumption in the market. Even if their designs are not brilliant enough, they are still sought after, which may weaken the attention of limited joint brand products to a certain extent, because the target group of joint brand products happens to be young people.

(source: Guangzhou Daily)