Why fashion brands combine with anime

The streetwear industry has been heavily involved in association with anime, such as Diadora with “Astro Boy” and Bape x “Pokémon.” Nowadays, the big business is focusing on the niche market.

It’s the latest fashion-anime collection from the Jordan brand, which has teamed up with New Orleans The Pelicans in front of Zion Williamson and Williamson’s self -report Favorite anime show, “Naruto.” The collection, released on May 18, will include sneakers and T-shirts. Prices range from $ 35- $ 130 at the Nike website and various sportswear stores. Earlier, on April 26, Maje released a small collection with the classic anime version Sailor Moon. And on April 15, Dolce & Gabbana announced its reunion with “Jujutsu Kaisen.”

The desire to stay connected among young customers is the biggest motivator behind these companies. By the beginning of 2020, a U.S. study showed that 27% of 18-29-year-old American teens were familiar with anime. The average anime fan is 24.4 years old. While there are different types of anime to appeal to different demographics, the majority of viewers are Gen Zers. According to Grandview Research, from 2021-2028, the global anime market will grow by 9.7%. In the US, that increase is more than 15.5%.

For its part, Dolce & Gabbana, which teamed up with “Jujutsu Kaisen” after the show’s film debut, called it “Jujutsu Kaisen 0.” The film grossed $ 31.4 million in the U.S. box office. D&G’s “Jujutsu Kaisen” collection includes 30 styles from earrings and bracelets to blazers and bags, with prices ranging from $ 300- $ 4,000. Buy the harvest, The director of “Jujutsu Kaisen” showed Sunghoo Park the eight main characters of the anime in their Dolce & Gabbana costumes. In addition, Dolce & Gabbana opened three pop-up stores in Shibuya, Japan from April 27-May 3. to present an immersive experience with products.

While Dolce & Gabbana’s standard models for “Jujutsu Kaisen” are not available for sale online, the collection has received a quick review and approval from fans at TikTok and Twitter. Dolce & Gabbana, itself, posted six advertising posts for the collaboration on Twitter and Instagram, but TikToks found that fans generated over 2.5 million views, 650,000 likes, 23,000 shares and 7,000 views..

“For communities of all kinds, a [Dolce & Gabbana] positive impact on the community. That’s why they get a good response [on social media]”said Ashley Paintsil, a technology and media researcher at the University of Delaware.

Other businesses are using popular anime letters. Studio Ghibli, the animation studio that created the 2003 Oscar-winning film “Spirited Away,” teamed up with Loewe in January 2022. The line-up consists of 54 embroidered and intarsia-knitted shirts. , sweaters and shirts; prices range from $ 450- $ 6,400.

For millennials and Gen Zers, these collections represent the greatest nostalgia seen in style and culture.

“Outside of a disease, people want things to have fun or to remind themselves. This is a way to try to get Gen Z as far as they want,” Paintsil said. “[Luxury brands] perhaps a subset of Gen-Z customers may be available [luxury collections]But it’s a nice touch, to get a little out of them.

Caleb Arbaugh, a social media producer specializing in the anime’s association with brands such as Samsung and Bape, pointed out that, in the past, fans such as me Louis Vuitton and me Harrods. with skateboard signs. In the past, people saw beauty and skateboards as a diverse group, and the same can be said for the combination of beauty brands with anime, he said.

“Beautiful signs [are] changing a changing culture and anime becoming more popular, ”he said.“ Brands don’t work with anime or skateboarders, or brands. Painter only. [not doing it] at their own death. “

However, clothes are not the only way for these groups to survive. For example, Gucci teamed up with the anime show “One Piece” in September 2020 for an official review book, in which anime creator, Eiichiro Oda, drew images for the “Fake/Not” collection and Gucci. In October 2018, Balenciaga teamed up with the anime show “Jojo’s Bizarre Adventure,” in which the main character Bruno Bucciarati was featured in a look from the Balenciaga 2018 Fall collection for the cover of a magazine.

“It’s valuable that brands can add new branches [comic] with pictures dressed in the most beautiful way, but [collaborations] It doesn’t have to be a customer, ”Arbaugh said.

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