Peacebird Fashion Brands Depth Analysis

After a year, PEACEBIRD reappeared in New York Fashion Week, and in the name of “Youth Made China”, it showed the creativity of a new Chinese youth generation without borders. In fact, as a national brand that was founded 24 years ago, the development of the Taiping Bird has not always been so smooth, and it has also faced the tide of customs clearance. However, after it repositioned the brand, the activity of these two years was too high, and the attitude of high-profile return was directly shocking everyone! We started from this fashion week to see the secret behind the counter-attacks – IP marketing, artist co-branding, and brand image rejuvenation.

01 Youth Made China

“Youth Made China” is happening every day. The younger generation of China is open to the rise of the national tide with the open attitude of creation and integration. This is also the DNA of the PEACEBIRD brand: Taiping Youth has great potential. The show will work directly with the new artists Trouble Andrew and Riley to reinvent the classic IP Sesame Street and release the PEACEBIRD MEN 2019 Spring Summer collection!

Sesame Street was first broadcast in the United States in 1969 that is the most popular children's show ever. In recent years, with the spread of the IP boom, Sesame Street has also appeared in fashion items.

“IP models tend to sell more and drive sales of the underlying models.”

IP is not the first time that Taiping Bird has been used. It is already one of the more mature models in its content marketing. As early as the beginning of 2016, Taiping Bird began the IP cooperation layout. For example, the PEACEBIRD WOMEN×Pepsi collaboration series; the collaboration series of PEACEBIRD WOMEN and the Finnish designer Juslin Maunula (emphasizing the importance of clean air and water), and the PEACEBIRD MEN X Coca-Cola collaboration series. 

Brand and IP cooperation is a two-way choice

Like-minded, temperament-like, and door-to-door are the three major elements of cooperation. The cooperation between brand and IP is a two-way choice. It is not the IP hotspot that must follow the trend. Blindly following the trend is likely to fall into the homogenization. Cooperation still depends on whether the two sides can unearth a consistent spiritual core.

The effect of good IP is quite obvious. In January 2018, the joint name of Coca-Cola and Taiping Bird was online, and the major stores in Beijing were basically unable to buy.

The classic IP combines with fun graffiti, and the fun-loving Sesame Street and the Peacebird collaborate to create their own fashion charm. The Taiping Bird deconstructed and re-created the classic characters of Sesame Street in vivid hand-painted form. The familiar protagonists got rid of the "low-child" design, returned to IP, and observed the original intention and origin of the world with childlikeness.

Good IP becomes a good selling product is not simple

Good IP is in hand, and it needs to transform the IP prototype into a good selling product from design, research and development, production to channel. The person in charge of the peacebird said: "To turn a good IP into a fun product is not as simple as 1+1=2. It requires top-level design, mature business input system, solid, young research and development team and diverse marketing means to protect."

02 Who is Trouble Andrew ?
Who is Riley ?

Continuing the joint practice of the Peace Birds in the past two years, PEACEBIRD MEN invited new artists to cross the border and create iconic graffiti patterns throughout the collection.
Speaking of Trouble Andrew and Riley, it's not too small.

Second element + artist + brand = impeccable

Trouble Andrew is a well-known street artist, musician, and Olympic snowboarder. He has been used by Gucci for a series of collaborations to create a hot fashion circle called "Gucci Ghost."

Riley is the hottest image artist of the moment, with a large wave of powder in the stitching style of the next millennium.

03 Taiping youth, there is great!
Brand image is young and entertaining

Today's consumers care more about experiential consumption and more about content that resonates. In 2016, Taiping Bird Company officially launched its content marketing strategy. Taiping Bird E-Commerce combines current hotspots with the theme marketing in the double 11 preheating period, allowing consumers to experience entertaining shopping through live marketing, video, KOL, H5 games, poster shooting and other comprehensive marketing content.

From frenzied expansion of stores in 2018, to the chairman Zhang Jiangping's list of BoF 500, and then successfully listed in January last year, Taiping Bird became the most multi-brand apparel group in China at that time.

All of this is closely related to its bold self-change.

In today's sales market, no brand will let go of the desire for millennials' consumption power. This generation of consumer concepts has reshaped the entire fashion market. In order to achieve self-profit growth and market expansion, brands have to adopt a younger strategy.

The advertising blockbuster uses the supermodel and invites new photographers to take the shot. PEACEBIRD even advanced the supermodel star of He Cong and launched the Australian-Chinese model Fernanda Ly who had taken Louis Vuitton's autumn and winter 2015 blockbuster. It is really far-sighted.

In addition to the frequent use of joint names and changes in product image, these years in the image upgrade of the store, it is also a drastic reform.

Every place in the store makes full use of POP and brand TAG to create the brand's super symbol, and try its best to occupy the consumer's mind.

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