Football Meets Fashion
References: sybarites.org
Many luxury fashion houses are including branded sports products such as American footballs, tennis rackets and even skis. I guess it is a way for those companies to cross over into other categories and expand with additional product offerings.
How fitting then of Karl Lagerfeld to introduce a sporty look to his collection at Chanel.
Implications - Fashion brands have always been known to cross over with one another, whether it's Yohji Yamamoto and Adidas or Stussy and Fred Perry. It's not too surprising to see this being branched out to sports considering how athletic apparel has always been profitable. Loyal fans are more than willing to spend money on jerseys, so when a well-known brand comes into play, it becomes a win-win situation for both the fashion company and the team it's designing for.
How fitting then of Karl Lagerfeld to introduce a sporty look to his collection at Chanel.
Implications - Fashion brands have always been known to cross over with one another, whether it's Yohji Yamamoto and Adidas or Stussy and Fred Perry. It's not too surprising to see this being branched out to sports considering how athletic apparel has always been profitable. Loyal fans are more than willing to spend money on jerseys, so when a well-known brand comes into play, it becomes a win-win situation for both the fashion company and the team it's designing for.
Trend Themes
1. Luxury Branded Sports Equipment - Luxury fashion houses are incorporating branded sports products, creating opportunities for product diversification and expanding customer base.
2. Fashion-sport Crossover - Fashion brands are expanding their reach by combining fashion and sports, creating new revenue streams and engaging with loyal sports fans.
3. Athletic Apparel Profitability - The profitability of athletic apparel is attracting luxury fashion brands to enter the sports market, leading to potential disruptive innovation opportunities.
Industry Implications
1. Luxury Fashion - Luxury fashion houses are expanding their product offerings with branded sports equipment, presenting opportunities for product diversification and brand extension.
2. Sports Apparel - Luxury fashion brands are entering the sports apparel market, creating potential disruptive innovation opportunities in the athletic apparel industry.
3. Sports Equipment - The incorporation of luxury branding in sports equipment creates a potential for innovative disruption in the sports equipment industry.
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