Recently, CBA basketball player Jeremy Lin uploaded two commercials for the American fashion brand Coach's autumn/winter 2020 series on Instagram, with the text: "I usually don’t wear my clothes to match the color of the sky, but Now is 2020. It should be something different."
As early as May this year, Coach announced Jeremy Lin as the product spokesperson for its men's series, , in order to better convey the brand spirit and philosophy to Chinese consumers. This has also become the first fashion brand that Jeremy Lin collaborated with.
However, Jeremy Lin’s ad was released immediately because of the excessive "earth flavor" , which quickly aroused discussion among netizens.
Netizens also "watch out" that on August 31, Yang Zi was just announced as the brand's female product line endorser by Coach officials, and his mother's ad was also rated "like a child."
In order to win over Chinese consumers, Coach invited Jay Chou Kunling and his wife to help promote it, and asked Kunling to serve as its brand's best friend and bring goods for it. Therefore, Kunling's bags of the same style have been upgraded to fall and winter styles.
Coach finds "top" "flow" stars to bring goods, presumably, it must be inseparable from the impact of the epidemic on the entire luxury industry this year. According to the main sales data for the third fiscal quarter released by Coach’s parent company Tapestry, before this year until April, due to the impact of the epidemic, Coach sales of , the core brand of the group, fell 20% year-on-year to $772 million . In order to make up for the loss of performance, the Tapestry Group decided to carry out extensive layoffs.
In the Chinese market, Coach closed all offline sales stores during the severe period of the epidemic, and resumed offline operations in accordance with relevant departmental regulations until the epidemic eased. During this period, e-commerce has naturally become the main battlefield for sales, , and Coach has also "played" live broadcasts, and has already conducted more than 700 live broadcasts.
The Chinese market is so valued by Coach, not only because of the significant return of Chinese overseas luxury goods consumption, but also because Coach has been suspected of insulting China and aroused the anger of Chinese people . At that time, the spokespersons Liu Wen and Guan Xiaotong immediately terminated the contract with the brand. However, Coach also made a statement and apologized for the matter afterwards.
. The recent Coach started to embrace the Chinese environmental market, through the use of celebrities to improve brand influence, once again received consumers "return".
Some people say that Coach’s contract with Jeremy Lin also sparked an upsurge in cross-border cooperation between luxury brands and sports .
In the past two years, many sports brands have chosen to cooperate with big-name or light luxury brands, opening the concept of "fashion can also be sports, and sports can be fashionable" . When Coach officially announced Jeremy Lin as the spokesperson for the men’s series, Jeremy Lin’s C-out topic was quickly searched. This not only represents the position of the basketball superstar in the eyes of the brand, but actually represents Coach’s outing. Facing the downturn in the general environment, Coach started a new attempt. Jeremy Lin has never had the opportunity to cooperate with high-end brands in his 11-year sports career. He also devoted himself to the invitation of Coach, and he did not get tired of it. "When Coach opened his arms to me, I immediately decided to join thisA big family! Fashion, decent, pursuit of dreams, goodness...I am ready to step into this new field and look forward to the innovative cooperation with Coach. "
In recent years, men's pursuit of fashion is getting higher and higher . Therefore, in addition to retaining the fashion taste of women's clothing, major brands are also constantly trying to open up new heights of men's fashion. Therefore, the spokesperson first looks for the exquisite image of and the wonderful figure. Male athletes of . Speaking of this, we think of Beckham “undressing” for Armani at the age of 34, and even made a sensation at the entrance of the London shopping mall. Everyone lined up to grab the same style of the male god.
I still remember that at the end of last year, Dior and NIKE announced a joint name, which happened to seize the 35th anniversary of AJ’s launch. They launched a pair of classic AJ shoes, Jordan x Dior, with classic Dior old flowers on it, and Nike and Nike. Dior's double logo. After the release, a shoe is hard to find, and the "golden size" of has even reached six digits .
Also in 2019, Adidas and Prada collaborated with to jointly name Prada x Adidas with classic shell-toe shoes. Originals Superstar, its concept is defined as: minimalist, light luxury . This series also has accessories such as bags.
life lies in sports, and sports must be fashionable. This is the fashion trend that is now defined.
remember the young Barcelona football team The athletes wore the exclusive customized models of American fashion brand Thom Browne.
remember that in the Rio Olympics four years ago, the clothing of the British sports delegation was designed by Stella McCartney and Adidas; the clothing of the Swedish delegation was designed by the fast fashion brand H&M.
Designed for Sportscraft by the Australian delegation.... In addition to the Rio Olympics, Prada directly sponsored the Italian National Sailing Team during the 2012 London Olympics.
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