Men'S Clothing Brands And Young Theatrical Troupes Are Doing More And More Cross-Border Cooperation.

A very ordinary white T chest printed with Black Cat Theatre (black cat theater), not only for wear, it is also a theater ticket that can be used for admission. This is the latest cross-border marketing of the black cat troupe and the menswear Menswear, although Liu Chang, head of the group, is more willing to call it "the extension of the stage".

The black cat troupe is the youngest troupe of Meng Jinghui's studio. It was founded in 2016.

Compared with other drama societies, black cats love to do some "cross the border".

The first drama of the black cat troupe has just been established. Meng Jinghui's proposition to him is "crossing the border", which makes the theatrical troupe of the entire troupe seem to have no restrictions.

Prior to that, Liu Chang also launched a "black cat beer" with the brewing beer of Hangzhou local artists, "black cat beer", and made a cat's nest for the stray cat with the theme of "black roofs"; and the "meow fund" to rescue the stray cat in Hangzhou.

However, these cooperation mainly focused on the black cat Drama Festival held by Liu Chang.

But this time, for a drama about the latest concept of love ending, he found SENSU, a Menswear brand in Hangzhou, which made a full set of costumes and recently launched an extra joint clothing series, including T-shirt and shirt printed with black cat Logo, with strong stage sense.

And the ticket T "Teecket" just mentioned.

The Teecket price of 358 yuan, including two benefits, one is wearing it, can buy the series of other joint names when playing 8 discount, and the other is convertible this year, the city and the scene of a black cat theater tickets.

At the scene, "someone will punch you, and the pattern on your clothes will be discolourable in the sunlight."

Liu Chang said.

"The black cat itself is not a very influential and very mature troupe, although we have played a lot of plays."

Liu Chang said, "we are more willing to cooperate with some willing brands or artists."

As a photography enthusiast, Liu Chang and Sen's opportunity is a personal film exhibition two or three years ago.

"I feel like no one else is introduced to love.

It seems that we knew each other at an opportunity.

The other side of cross-border marketing is Liu Chang's literary temperament.

Sen is a sub brand of Zhejiang Hamming Holdings Limited. Its stores are mainly concentrated in Jiangsu and Zhejiang provinces.

Several other companies.

GMXY ancient wooden sunset sheep, avvn flying bird and new wine, relatively young, was founded in 2013 to locate the urban youth who are retro literature, or "Sen men".

According to Sen's brand side, they plan to take the crossover as a key marketing strategy this year, looking for a "fun" partner in this market with literary and artistic temperament. For example, in the 4 month of this year, they launched a set of photo album "Bob Dylan in New York 1961-1964" with the independent publishing house Federation.

Limit the gift box.

Now you can get more and more frequently.

The term "crossover" is heard by practitioners. Another term is "resource substitution".

According to Liu Chang's statement, Sen did not receive money from the black cat in this cooperation, nor did the black cat troupe charge any authorization fee.

For two young brands, similar resource replacement can help the two parties reach different audiences / consumers at a lower cost.

For the theatrical troupe, the fans accumulated by their own public numbers are not very high. In the cities where the black cats haven't been touring, the joint series of the Sen's stores can make more people know the existence of the troupe. For clothing brands, finding partners of the same tune can also get a new group of fans by exchanging resources, which may be more effective than advertising and running a traditional fashion show.

However, in September 19th, Sen held a 2019 man spring and summer men's wear show in Hangzhou.

The theme of the show is the wheat field. The male models are shuttling back and forth in the high wheat spike. However, the guests sitting below are not only a few media but also the dealers and customers who are invited by brands from Hangzhou, Suzhou and even to expand the stores in Changsha. This is very interesting.

A second-line men's wear brand, marketing for consumers has become a "cross-border", while the clothing industry's best practice of "show" has instead become a customer oriented reporting performance.