Marketplace: High-Fashion Brands Releasing Anime Collaborations
January 18, 2022
Characters from popular anime series and shows are getting the luxury treatment.
Luxury brands are especially vying for the attention of younger consumers in China, which comprises one-third of the global luxury market, said Katie Sham, principal of retail and consumer goods at Oliver Wyman.
According to a November report from Oliver Wyman, 50% of Chinese luxury accessories and fashion shoppers entered the market in the past 12 months, and 40% of those new customers were Gen-Z (which the report defines as those younger than 25 years old).
Sham said collaborations like these are able to attract two sets of groups: both the fans of a particular fashion house eager to buy its products, and the luxury shopper who’s a fan of the intellectual property.
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