Alexander McQueen has been collaborating with Puma for a while now on shoes. It looks like their relationship is now getting more serious since Alexander McQueen is now doing an apparel line for Puma.
The photos in the gallery are from the lookbook that the collaboration between Alexander McQueen and Puma produced. It features a boxing theme, which is a novel approach since many clothiers are going the artsy route.
Implications - Youth consumers are a strong penchant for subverting traditional gender roles. Backlash has emerged against this sentiment which covets the role of man as the rugged athlete. Companies can draw on this form a deeper connection with their customers by offering retail options that embody some of the traditional gender roles.
Boxing-Themed Ads
The PUMA by Alexander McQueen Lookbook is Fierce
Trend Themes
1. Youth Consumers Subvert Gender Roles - Opportunity to offer retail options that embody traditional gender roles to connect with youth consumers seeking to subvert gender norms.
2. Backlash Against New Masculinity - Disruptive innovation opportunity to provide products that cater to the growing backlash against the sentiment of coveting the role of man as the rugged athlete.
3. Novel Approach to Clothings - Fashion companies can explore the boxing-themed approach as a way to stand out in the market that is currently dominated by artsy designs.
Industry Implications
1. Fashion Retail - Fashion retailers can cater to the demand for traditional gender role embodying clothing options among youth consumers by curating specialized collections.
2. Sportswear - Sportswear brands have a disruptive innovation opportunity to capitalize on the backlash against new masculinity by offering athletic clothing and gear that challenges traditional stereotypes.
3. Arts and Culture - Arts and culture industry can explore the trend of novel approaches in clothing design, such as boxing-themed collections, to attract a wider audience and stay ahead of competitors.