A very ordinary white T chest with the Black Cat Theatre printed on it, not only for wearing, it is also a ticket for admission - this is the black cat theater and Mori men's clothing recently. A cross-border marketing, although the head of the team Liu Chang is more willing to call it "extension of the stage."
The Black Cat Theatre Company is the youngest troupe of Meng Jinghui's studio and was established in 2016. Compared with other drama clubs, Black Cats love to do some cross-border "doing no business". The first scene of the black cat theater group, Meng Jinghui gave him the proposition of "cross-border", which makes the playway after the entire theater company seem to have no restrictions.
Prior to this, Liu Chang also launched the “Black Cat Beer†in cooperation with the craft beer “Huangren†founded by local artists in Hangzhou; the cat litter was created for the stray cat with the theme of “black roofâ€; “喵喵†rescues stray cats...
However, these cooperations are mainly concentrated on the black cat drama festival held by Liu Chang. But this time for a drama about the latest concept of love, he found the men's clothing brand in Hangzhou, Sensuo, the latter made a full set of costumes, and recently launched an additional series of joint clothing, including printing The black cat Logo's T-shirt, shirt, strong stage bib, and the movie ticket T "Teecket" just mentioned.
The Teecket is priced at $358 and includes two benefits. One is to wear it for a 20% discount on other joint-stocks in the series, and the other is a black cat theater that can be exchanged for this year's unlimited city and games. ticket. When I arrived at the scene, "someone will punch you, and the pattern on the clothes will change color when it meets the sun. It is very interesting." Liu Chang said.
"The black cat is not a very mature and very mature troupe, although we have already played a lot of dramas." Liu Chang said, "We are more willing to cooperate with some willing brands or artists." As a The opportunity for photography enthusiasts, Liu Chang and Sen to contact him is a personal photo exhibition two or three years ago. "I feel that just like falling in love, no one else introduces it. It seems that everyone will know about it."
The other side of cross-border marketing, Sen Men’s men’s clothing is Liu Chang’s literary temperament. Sensuo is a sub-brand of Zhejiang Haiming Holdings Co., Ltd., and its stores are mainly concentrated in Jiangsu and Zhejiang. Compared with the company's other women's GMXY ancient wood eve sheep, avvn birds and new wine, Sen is relatively young, only established in 2013, positioning the urban youth of literary retro, or "Men Man".
According to Mori's brand side, they began to plan to use cross-border as a key marketing strategy this year, looking for partners with literary temperament in such markets to “play†together. For example, in April this year, they cooperated with the independent publishing agency. Launched a set of "Bob Dylan in New York 1961-1964" photography collection + shirt limited gift box.
Now you can hear the word "cross-border" more and more frequently among market practitioners. Another way of saying it is "resource replacement." According to Liu Chang, Sen did not receive money from the black cat in this cooperation, and the Black Cat Theatre Company did not charge any license fees. For two younger brands, similar resource replacements can help both parties reach audiences/consumers in different circles at a lower cost.
For the troupe, the fans who have accumulated their own public numbers are not high. In the cities where black cats have not yet toured, the joint series in Mori’s store can let more people know the existence of this troupe; For brands, finding the same tonal partner to replace resources, you can also get a new group of fans, which may be more useful than advertising, a traditional fashion show.
However, on September 19th, Sen was still in Manhattan for a 2019 spring and summer menswear show. The show is based on the wheat field. The male models shuttle back and forth between the high wheat ears. However, the guests sitting below, except for a few media, are almost all brands from Hangzhou, Suzhou, and even the upcoming stores. It is interesting to invite dealers and customers from Changsha and other places. A second-line menswear brand, marketing for consumers has become a "cross-border", and the clothing industry's best routine "walking show" has become a report show for customers.