TV shows have been the biggest fashion inspiration for people. With their wider audience reach and accessibility, they can start a new fashion trend better than films or fashion shows. Therefore, we see many people wearing TV shows punch lines, pictures of their favorite character or a favorite scene on their apparel, especially on hoodies and t-shirts. Many budding and digitally-native clothing brands are more into manufacturing products that people can associate with, such as TV shows and help customers create a cult fashion. Customization serves the same purpose. Our custom-made hoodies enable fashion brands and retailers to let their buyers design the hoodies that help them to flaunt their love for their favorite TV shows. Using our customization tool, they can add text, print an image, or change the background, style, or fabric of the design selected from your e-Catalogue. Its digital features allow your customers to preview the product they have customized through 3d technology and also aid establish transparency with them. Custom Design Hoodies Offers Solutions to Leverage New Shoppable EntertainmentTelevision has been the best escape gate for people as it distracts them from real-life problems, and it doesn't judge them if they slump in front of it wearing comfortable clothes as charitably called. However, increasingly as more streaming outfits pour millions into ever more ambitious, Emmy-worthy productions, TV is also a great source of inspiration when it comes to our more ambitious selves. Buyers are willing to wear clothes inspired by their favorite characters, such as Shiv Roy in "Succession", who dons high-waisted power pants. While others may be motivated by the way, they eat a savory goat stew inspired by the antics of the wellness retreaters in "Nine Perfect Strangers," or model our decor after the surprisingly tasteful Vegas home of Deborah Vance, one of the titular "Hacks" in the HBO Max comedy, which is up for an Outstanding Production Design award at the Emmys this Sunday. In short, TV influences our behavior, choices, and, thereby, perception. OTT platform has taken the fashion influence to the next level as the gilded halls of Bridgerton to the dystopian rituals of Squid Game transport millions of viewers to another world and influence their fashion and lifestyle overnight. Lyst, a shopping platform coined the term "the Regencycore", reflects the surge in Bridgerton-style corsets and finery, which hit 11.5 million views on TikTok. Gossip Girl reboot on HBO ushered in the "dark academia" preppy trend, causing a surge in search for varsity jackets (rise in 53 per cent), plaid vests (increase in 47 per cent), and high collared shirts (growth in 34 per cent) after its release in July. The power of visual stimuli dominates our senses to a great extent; therefore, leading luxury fashion brand Gucci recently released its "House of Gucci" film and witnessed a spike in its sales in November. Similarly, including Emily in Paris and Squid Game, TV hit shows have created micro-trends ranging from green tracksuits and pink boiler suits to Kangol bucket hats. Luxury brands typically don't have a business model through which they can immediately respond to the sudden rise of a particular fashion trend. Fashion houses, such as Asos, which was originally built to replicate looks "As Seen on Screen", is one of the few companies that can resonate their collection lines with that of a highly successful fashion trend on TV or OTT. Nevertheless, being in the fashion industry means catering to what customers demand. Therefore, brands are now going straight to the source, working with streaming platforms, such as Netflix and HBO Max, to produce fashion collaborations that go live with the show or film. Let us consider the case of Balmain that is leading the way of collaborations with various channels. In November, its creative director Olivier Rousteing introduced a capsule collection with Netflix Western, The Harder They Fall, after being approached to design costumes and fall in love with the production, particularly for its championing of Black representation Westerns. The partnership gained a positive response from people who could purchase western-inspired fringed jackets and suede skirts which were available on Farfetch and the Netflix Shop. Many experts don't view fashion and entertainment as two separate entities as both are driven and obsessed by content in which storytelling is the key. Balmain continues to expand its business by capitalizing on the fashion consensus developed by the entertainment industry as it launched with TV mini-series Fracture, pulling in 6 million views, well beyond initial projections, according to the brand. It partnered with Tencent to broadcast Fracture in China, reaching 120 million views. The scope for collaboration among fashion brands and the entertainment industry is huge and offers various benefits to fashion companies and the entertainment industries. Let us explore more advantages of collaboration and how it boosts each other's sales and TRPs: 1. Offers a Great Way to Infuse Culture The basic need for collaboration is to use each other's customer base, infuse culture, and exchange strong points for business. As the OTT platform has become the talking point, many of its shows have become the centre of the cultural conversation. Netflix, for example, is also dominating some aspects of the fashion industry due to its continuous collaborations with various brands and retailers. It recently joined forces on a streetwear drop for Squid Game. And for the second season of Emily in Paris, Viacom CBS brokered a series of IRL product partnerships to be sold on the Netflix Shop and Saks.com. Its partners include Pierre Hermé macaroons, AZ Factory, Chanel Métiers d'Art brands Maison Michel, Goossens Paris, and Barrie and luxury resort brand My Beachy Side. In the past, Netflix has launched its online store to sell limited-edition apparel, lifestyle merchandise, and collectables based on "Stranger Things," "Lupin", and other popular shows. The video streaming pioneer faces a growing list of competitors offering their own streaming services with new movies and TV shows. Likewise, the customized hoodies online help brands interchange and develop cult culture as their customers can design their apparel and add any text, image or funky line and quotes they wish to flaunt. Also, it allows them to visualize the product using digital technology to know exactly how their designed product looks. If they wish to modify these changes, they can do so before placing the final order. 2. Provides Greater Reach to Brands and TV shows
Fashion collaborations are a great way to help TV shows and apparel brands to boost their reach across various generations, especially Gen Z and millennials. Suppose the TV shows are able to align with the current fashion trends. In that case, they can expand their relevance and culture and similarly, it enables fashion companies to create buzz as these shows are already famous among buyers and seek fashion that offers a fresh take on storytelling. The partnership between these two industries can help extend the reach and exposure where brands help streamers expand their business through tangible and real-world products. This allows buyers to engage with TV shows more emotionally. Additionally, collaborations create a sense of trust, warm relations, and authenticity for users as they know the conversation they are taking part in leads to excellent products and content. These are the best marketing strategies as they help each other in picking up the pace with more fame. For instance, when the Netflix show "Emily in Paris" found a sponsor in My Beachy Side, a luxury resort, it suddenly found itself in the limelight, which wasn't the case earlier. Likewise, when Balmain announced the Fracture deal, the brand saw an immediate surge in site traffic. The brand's presence has been considered low-key, and it shot content and campaigns on the show set and produced products in line with it. The collaboration was such a hit that its next collection is in the pipeline. Also, celebrating celebrities and influencers through TV shows can help brands spur their sales and increase their presence. Consider the case of Karl Lagerfeld, which has changed the way we approach and see fashion. He was one of the most innovative designers in the fashion industry who has worked as creative director for Chanel, Fendi, and others. His death in 2019 has left a huge void in the sector; however, his legacy will be reincarnated in an upcoming Disney series. The company has announced Karl Kaiser, a new TV show to recount the German designer's journey and its little-known details, starting in the summer of 1972 through his success at Chanel. The series is based on the biography written by Raphaëlle Bacqué, who investigated some of the most important behind-the-scenes moments throughout the designer's life. Of course, the program will also investigate his personal life and relationships, such as his romance with Jacques de Bascher and his rivalry with Yves Saint Laurent. The lead actor is yet to be decided, but many bet it will be Ewan McGregor, whose portrayal of Roy Halston Frowick in the recent Netflix series Halston encourages images of a dreamy cast. Pre-production is already underway, and, in addition to the author of the biography, screenwriters Isaure Pisani-Ferry and Jennifer Have, have signed onto the project, which is expected to hit the small screen in 2022. 3. Leverages Social Media Commerce Social media is a crucial tool in today's digital era, as it helps fashion companies and TV shows spread the word about their quality and content. In fact, in Emily in Paris and Gossip Girl, social media played a significant role both on and off-screen. The characters in both shows have dedicated social media accounts to connect with fans. These fashion partnerships can strengthen this approach. For instance, for the show "And Just Like That," HBO Max has created an Instagram feed to focus the show costumes created by high-profile costume designer Patricia Field. The account had more engagement with audiences than the show's main Instagram. HBO Max partnered with Depop, a well-known retailer among Gen Z buyers, for its Gossip Girl season 2 launch. As social media is increasingly used by Gen Z, the brand and show producers could later better put the use of social media to generate more traffic and increase more following. The four existing Depop sellers with aesthetics aligned with Gossip Girl character Julien, Max, Aki and Monet, creating a Depop shop for each. Before curating the shop, each seller had a 30-minute meeting with Gossip Girl costume designer Eric Daman to establish the character's style. Similarly, apparel brand Wrangler has partnered with the television series Yellowstone on a pop culture collaboration. The brand will be working alongside ViacomCBS Consumer Products and intend to deliver genuine articles of apparel for those who live and aspire to the western lifestyle. The collection line has already been released, and the collaboration among the two giants was inspired by Yellowstone's consistent use of the brand's clothing for its ongoing run of four seasons and combined the Yellowstone ethos of preserving the western way of life with Wrangler's roots in rodeo, farming and ranching. Closing Comments- In a nutshell, shoppable entertainment is the next big thing in the fashion industry, as more brands and TV shows or online streamers continue to collaborate and offer novel collections lines that are authentic and transparent. However, retailers shouldn't worry as their space can't be consumed by anything, and very soon, they shall, too, be placed in the whole scenario. iDesigniBuy's custom-made hoodies will help apparel brands, and retailers let their buyers create entertainment content on their hoodies as they get the upper hand in determining how their hoodies should look. If you are willing to dive into the new budding fashion economy, Connect with us! |
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