Juicy Couture and STAFFONLY Launched a Collection of Tracksuits
Elena Rahman — October 1, 2021 — Luxury
References: juicycouture & wwd
Juicy Couture and STAFFONLY collaborated to launch a new collection of tracksuits. STAFFONLY was founded by designers Shimo Zhou and Une Yea in London. The team worked closely with Juicy Couture to create a retro-themed California roadside restaurant-inspired collection.
The collection features playful tracksuits, bejeweled miniskirts, and saccharine-toned puffer coats. Customers can browse through the range and purchase items through Couture's official WeChat account and its e-commerce platform.
Carol Chen, Co-Chief Executive Officer of Semir Group, explains the importance of this collaboration for the continued commercial success of Juicy Couture. She states that "brand localization" is essential for guaranteed consumer demand. Juicy Couture's cross-border cooperation and co-branding combine different cultures to create unexpected new products. The tracksuit collection aims to accomplish this same transnational intersection.
Image Credit: Juicy Couture
The collection features playful tracksuits, bejeweled miniskirts, and saccharine-toned puffer coats. Customers can browse through the range and purchase items through Couture's official WeChat account and its e-commerce platform.
Carol Chen, Co-Chief Executive Officer of Semir Group, explains the importance of this collaboration for the continued commercial success of Juicy Couture. She states that "brand localization" is essential for guaranteed consumer demand. Juicy Couture's cross-border cooperation and co-branding combine different cultures to create unexpected new products. The tracksuit collection aims to accomplish this same transnational intersection.
Image Credit: Juicy Couture
Trend Themes
1. Collaborative Tracksuits - Collaborations between fashion brands for unique tracksuit collections to cater to changing consumer tastes.
2. Retro-themed Collections - Revivals of popular fashion trends from past decades, such as 90s California fashion, with a modern spin for contemporary consumers.
3. Localized Branding - Focusing on the merging of cultural values in brand collaborations to target specific consumer preferences.
Industry Implications
1. Fashion - Fashion houses and designers can collaborate to launch cross-cultural clothing lines and meet evolving consumer trends.
2. E-commerce - The online sale of limited edition, collaborative fashion collections, often sold exclusively to particular markets, has a lot to offer in terms of profitability.
3. Retail - Collaborative collections' limited-edition nature offers an exclusive shopping experience to customers while catering to the urban and hypebeast consumer markets.
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