Cross Boundary Brand Cooperation And Mix Up Of Automobile And Clothing Is Everywhere.

Cooperation between brands is nothing new. As far as the auto industry is concerned, there are numerous cooperation among the major automobile manufacturers, including the "strong and strong alliance" mode, the "strong and weak cooperation" mode, and even the "weak and weak joint" mode. However, with the continuous development of the economy, the links between different industries are becoming more and more closely related, and the scope of cooperation has become more diversified. The cooperation between automobile manufacturers and watches, clothing and other industries as a cross border mashup mode has been getting more and more intense recently. Prior to the Beijing Auto Show (micro-blog), Martha Lahti and Fendi cooperation, Jaguar Land Rover and Vitoria cooperation, and cooperation between Aston Martin and Jaeger Le Coulter appeared. Since then, when Ferrari was born 50th anniversary, Hublot has also launched a limited edition Ferrari 250 GTO hollowed watch for Ferrari 250 GTO owners. According to the latest report of the auto channel in July 17th, MINI also established a cooperative relationship with Puma (PUMA). In this regard, mashup has become a popular trend in the whole automobile industry. The range of partners of automobile brands also covers daily activities. Clothing brand Luxury list and fashion brand. However, in the process of establishing a cooperative relationship, it seems to be a hidden law.

Aston Martin + Jaeger Le Coulter

British Navy winds

Mention Aston Martin (Aston Martin) is very easy to associate with the legend of 007 James Bond, and this kind of relationship has also made Aston Martin, he has now become the 007 driving phrase. As a representative of the British luxury car, Aston Martin also walked in the English gentleman style. Everyone is familiar with the British style. The collocation of school uniform in major movies and TV plays is typical representative of the British style. Imagine a handsome boy wearing a British uniform, wearing a Navy series watch, so that the British Navy wind combinations do not have a lingering charm.

And this Navy series watch comes from Jaeger Le Coulter (Jaeger-LeCoultre). Since its establishment in 1833 in Vall e de Joux, Switzerland has become an important watch brand in the history of tabulation. The encounter with the Edmond Jaeger (1858~1922) of the French Navy's exclusive clocks in Paris has laid a pioneer in its navigation and diving series watches. After that, Jaeger Le Coulter not only integrated the precise timing technology with the superb artistic talent, but also made an outstanding contribution to the development of the entire watch industry.

And the cooperation between Aston Martin and Jaeger Le Coulter is to put the door opening device of a 4 door coupe Rapide of Aston Martin on the dial of the Jaeger Le Coulter watch, and activate the door by pressing the device on the dial.

Such a British gentleman fan Hao car plus luxury navigation department watches combination is also a good example. However, whether the British Navy wind that co - operation can produce a positive effect on the marketing of the two brands will also need enough time to test.

Maserati + Fendi

Luxury fashion

The symbol of Martha Lahti's car is a trident placed on the base of a tree shaped leaf. This is the city emblem of the city of Bologna, Italy, and the weapon of the Neptune in the Rome myth. It shows the great power of the sea god. Today, the new Martha Lahti racing series is the embodiment of the production technology of the top coupe in Italy, and the perfect combination of design aesthetics and quality craftsman design thinking in Italy. Italy designer Giugiaro (Italdesing-Giugiaro) has created its classic shape lines. The interior combines the application of high performance sports car technology, combining its traditional style with popular style, so that it is unique in the field of sports cars. Martha Lahti, who is known for his luxury, is the dream of many car lovers. As a representative of Italy's famous luxury brand, Fendi (Fendi) is also the target of many high-end people. In 1925, Fendi brand was formally founded in Rome, specializing in the production of high quality fur products. In 1955, the Fendi fashion conference was held for the first time. In 1965, as Karl Lagerfeld (Karl Lagerfeld) joined, Fendi gradually increased the number of women's wear, men's wear, shoes, perfume and so on. Subsequently, the company gradually grew and expanded its business scope to knitted apparel, swimwear and other categories, and even developed jewelry, men's perfume and so on. But Fendi brand still enjoys a high reputation in the world fashion industry for its fur clothing.

The combination of Martha Lahti and Fendi can be said to be a fashion craze. The Fendi special edition on display at the Beijing motor show is Martha Lahti's collaboration with Fendi fashion designer Silvia Venturini Fendi, jointly launching a car modeled on GranCabrio.

The car is unveiled in the form of the first Beijing auto show. The GranCabrio Fendi is sprayed with three layers of Grigio Fiamma Fendi spot color and then added with scintillating gold powder on the surface to match the contract color soft cover, the 20 inch wheel hub and the bright yellow brake caliper. The layout of the carriage is full of Fendi features. The front and rear seats of four seats are covered with Cuoio Romano soft leather wrap, and the Fendi F character pattern is added with the unique Pergamena Fendi peach wood decoration.

Although it is a limited vehicle, luxury and fashion have always been the word of people, and the wind has swept into the hearts of people who like Martha Lahti and Fendi.

Ferrari + Yu ship

High end Sports

Compared to Aston Martin's 007 pronoun, Ferrari (Ferrari) is also synonymous with racing cars. In 1929, Enzo Ferrari (Enzo Ferrari) founded Ferrari (Ferrari), which mainly produces F1 cars and high-performance sports cars. As the world's most famous racing car and sports roadster manufacturer, the early Ferrari sponsored racing car and racing car, independently produced cars in 1947, then became the size of today. Fiat (FIAT) has a 90% stake in Ferrari, but Ferrari can operate independently of Fiat. Most of Ferrari's cars were hand made, so the output was very low. In 2011, Ferrari delivered 7195 new cars, which was the best sales achievement for Ferrari. The company is headquartered in Modena, Italy (Modena). The sports elements embodied in racing cars are most vividly reflected in Ferrari.

Hublot, which was born in 1980, is the first Swiss watch brand to combine precious metals and natural rubber as raw material. The birth of it is a revolution in watch and clock industry, no matter from the tabulation material or from the unique aesthetic concept interpreted by wrist watch. In 2004, Claude Bif, one of the few legendary figures who could engrave a name in the history of Swiss tabulation, took over the table. He used the Big Bang series that subverted the watchmaking industry to make the world ship go all the way, and at the same time announced the arrival of the Renaissance era.

On the occasion of the 50th anniversary birth of Ferrari (Ferrari), the Yu Bao table released a limited edition Ferrari Tourbillon 250 GTO hollowed watch specially for Ferrari 250 GTO owners.

The watch is based on the Classic Fusion series, which combines 250 GTO vehicle elements, elegant style, and 45 mm diameter titanium case with a round curve, echoing the charming lines of Ferrari 250 GTO. The hollowed dial allows the watch to be clearly visible on the hand of the hollowed Tourbillon. The location of the horse at 3 o'clock is more striking on the hollowing molding machine, and the inspiration for the clockwork box at 12 o'clock position comes from the rim of 250 GTO. Behind the movement of the bridge deck, we can commemorate the owner's needs by engraving the 250 GTO chassis number on the bridge deck. Equipped with Barenia brown leather material watch strap used by Ferrari in the 60s of last century.

It is hard for us to conclude whether the high-end sports that Ferrari and Yu collided with can produce a trend.

MINI+ Puma

Leisure life

MINI is a popular small size hatchback vehicle, which is closely related to a Alec Izzie named 1906~1988. Alec Izigoni was born in Turkey in 1906. Father was a Greek and his mother was German. Alec liked to make small craft himself at his childhood, especially when he grew up, he was interested in machinery. In 1923, he came to England to study mechanical engineering. After graduation, he did a lot of work on automobile machinery. In 1936, he joined the design department of Morris Motor, which was responsible for the design of suspension system. Maurice At the time of the Second World War, Alec began to design compact cars. For example, Morris Minor, which was launched in 1948, did his credit. The success of Morris Minor made Alec a first-line designer of Moelis Company. In 1950, Alec was involved in the design of the front wheel drive Morris Minor car, but the car's production finally died. But the concept above is used in the design of mini. In 2000, the old Mini ceased production, and the new BMW brand holder, BMW (BMW), announced the introduction of Mini's inheritance vehicle and named the brand of the new car as MINI (all capital letters in English).

Puma (Puma) is a large multinational company based on shoes and sportswear in Germany. Rudolf Dassler, founder of Rudolf Dassler, founded the German brand of Puma in 1948. Puma has been playing a leading role in sports for decades. In recent years, it has been successfully combined with pop / sports to become one of the most popular brands of young people.

According to the latest report from the the auto channel, the MINI and Puma have signed a long-term cooperation agreement. Starting in September 2012, products from the production line of Puma's clothing, shoes and other accessories will be labeled with MINI and part of it will be sold in the distributor store of MINI. All products will be sold in Puma's Direct stores and authorized stores.

MINI's compact appearance combined with Puma's life and leisure style has formed a landscape that is close to the people. We can only wait and see the answer to the question of whether the collocation of life and leisure wind that is close to most people's life can create a classic case in the history of brand marketing.