Why are high-end luxury brands such
as LV and GUCCI rushing to cooperate with street culture brands?
The rise of street-culture in recent years has swept the
entire fashion industry. To gain a deeper understanding of the impact
of street culture on the fashion industry, Trendalytics has made a special report.
One of the data reports that the value of the $309 billion streetwear industry
is affecting the global fashion luxury market. The force has been upgraded
unprecedentedly.
▲ Street culture has changed the entire fashion circle, affecting many
dresses.
What is street culture?
Streetwear originated from the rebellious culture of
skateboarding, surfing, street, and clubs that began in the 1970s. In the early
The 1980s, Shawn Stussy, the founder of the famous American street fashion brand
STUSSY printed his brand name on hats and T-shirts, and the street style
gradually became a trend. From the original birthplace - Los Angeles,
California slowly spread to New York, Europe outside the United States and
Japan and other parts of the world. The products that streetwear represented in
the early days included T-shirts, baseball caps and sneakers.
▲ Shawn Stussy, founder of the famous American street fashion brand
STUSSY.
Referring to the origins of the street trend, in addition to
Shawn Stussy, Fujiwara, who is known as the "father of street
fashion", is also an important figure to be mentioned. In the 1980s, he
brought street fashion into the life of Japanese people. In 1990, Fujiwara
founded his own streetwear brand GOODENOUGH. The birth of the popular street
fashion brand SUPREME in New York has become another milestone in the history
of streetwear development. SUPREME was founded in 1994 by James Jebbia and has
developed into a highly popular and popular street fashion brand. With the hot
sale of the French luxury brand LV co-branded series Supreme x LV last year,
coupled with the huge investment of the Carlyle Group, SUPREME has become the
focus of the tide brand.
▲SUPREME and French luxury brand LV joint series.
Trendalytics' research report reads: "Street clothing
is created by artists, musicians, DJs, and designers. It has become an evolving
subculture for nearly 50 years, and its significance far exceeds clothing. It
has become a way of life. Today, streetwear has an unprecedented influence in
the fashion field. Hoodies and T-shirts have become an indispensable category
in people's wardrobes. Daily business dresses are gradually becoming more
casual wear. Replaced."
Why is street culture going to rise?
Social media has played a key role in the fashion of
streetwear becoming mainstream. According to Trendalytics' research report,
street fashion cards have gained more participation from their own branded
social accounts than those who rely on brand spokespersons for social
engagement.
The report also mentions that although millennials such as
Zayn Malik, The Weeknd, and Ansel Elgort have the most praises for the brands
they support, the famous media such as Lebron James and David Beckham are
really detonating social media. Their repercussions on social media are more
than 10 times that of performing stars and singers.
▲ Many street fashion brands have a high degree of attention in social
media.
Streetwear and luxury brands
According to Trendalytics' research report, the influence of
streetwear on the luxury goods sector cannot be underestimated. As the spending
power of millennials continues to increase, the influence of streetwear is also
growing. Recently, to cater to the trend of the street, major luxury
brands have begun to hire new generation designers who understand the
preferences of young consumers.
For example, the French luxury goods giant LVMH Group
announced that the popular New York street fashion brand Off-White leader
Virgil Abloh took over as its flagship brand LV menswear creative director.
Michael Burke, Chairman, and CEO of LV Board of Directors said that he has
always had a strong interest in Virgil Abloh, saying that he has the innate
creativity and ability to subvert pop culture and that Virgil Ablo is keen on
luxury and know-how. Degree injects new vitality into LV men's clothing.
▲ Street Tide brand Off-White leader Virgil Abloh took over as the
flagship brand LV menswear creative director.
In addition, Trendalytics' research report also mentioned:
"To attract millennials, luxury brands began to adjust their
product categories and began to develop shoes. GUCCI, PRADA and other luxury
brands are increasingly looking for sports shoes. Growth, directly competing
with sportswear giants such as NIKE, PUMA, and ADIDAS by creating compelling and
expensive products.
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