With Singles Day fast approaching, you may be expecting related collaborations to feature prominently this week, propelling hype for the world’s biggest shopping event.
Instead, this week’s Chinese collaboration news centers on events, spotlighting the potential of tie-ups to generate consumer interest around occasions like sporting competitions and fashion weeks.
American luxury jewelry brand Tiffany & Co. has expanded its support of world-leading sports events to the Shanghai Marathon, for which it will design official trophies and medals. Taking place on November 26, it’s a major event, boasting tens of thousands of participants.
Also capitalizing on China’s events calendar is the world’s largest wholesale platform and data exchange for fashion, luxury, and homeware, Joor, which has launched an official partnership with a selection of Shanghai Fashion Week alumni designers.
Lastly, domestic skate brand favorite Avenue & Son has co-designed merchandise with Undaloop Records.
Tiffany & Co. x Shanghai Marathon
Details: Official trophies and medals for the top three male and female athletes in the Shanghai Marathon
Social context: On Weibo, #Tiffany Trophy (#蒂芙尼奖杯) has amassed 806,000 reads so far, but the partnership hasn’t yet been announced on Xiaohongshu or Instagram.
- It was reported in April this year that there are 39 Tiffany stores in China, the brand’s second biggest market globally. Becoming synonymous with one of the year’s most exciting sports events is a clever way to win over more fans.
- Across golf, soccer, lacrosse, running, football, basketball, baseball, tennis, auto racing and even e-sports, Tiffany maintains its cultural capital in the leading sports categories among the mainstream public through trophies.
- Chimes well with this year’s launch of the new Crafting Victory coffee table book by Tiffany & Co., dedicated to the brand’s legacy of producing some of the world’s most iconic trophies.
Avenue & Son x Undaloop Records
Details: “We’re All in the Same Gang” collection, October 31
Social context: On Xiaohongshu, #Undaloop has 306,600 reads, and #We’re All in the Same Gang has 10,000 reads on Weibo.
- Streetwear straddles music and fashion influences most out of all style categories, so Beijing record label Undaloop makes sense for skate brand Avenue & Son to co-design a collection with.
- Through combining the pair’s reach of like-minded consumers, Avenue & Son is able to connect with fans of each of Undaloop’s homegrown Chinese artists, from hip-hop artist Dirty Moss to lo-fi mix star Half a Blunt.
- Merchandise is a failsafe route for companies wanting to connect with streetwear fans, so Undaloop is boosting its cultural esteem via Avenue & Son.
JOOR & Shanghai Fashion Week
Details: Digital wholesale solution for Chinese designers’ Spring 2024 collections, October 8 to January 8
Social context: Shanghai Fashion Week’s official Instagram account has 26,700 followers. On Weibo, the official account has 655,000 fans, and on Xiaohongshu #Shanghaifashionweek has 836,300 views.
- A great way for B2B fashion platform Joor to showcase its digital product, through the support of various Chinese designers, amping up its connection to both China and the fashion industry.
- It was reported last month that Joor had raised $25 million in an investment round led by Brightwood Capital and Tamarix Capital Partners. It operates in 150 countries.
- Ten young Chinese designers and brands that have appeared on the Shanghai Fashion Week schedule are participating: D.Martina Queen, Raxxy, Yoeyyou, Support Surface, Work Works, Judyhua, EverArcana, and A Black. Judyhua, and EverArcana.