‘Collabo!’ goes sexy in Thailand

January 4, 2007 at 6:42 am Leave a comment


Ju (MindShare regional team) writes:

In 2004, Asian youth agency The Filter Group picked up on the ‘collaboration culture’, then still a bubbling hot trend among Japanese youth (“collabo!”). The following description of the trend has been excerpted from a presentation by The Filter Group co-founder and CEO, Ian Stewart (now VP, MTV Asia Research and Planning):

The past few years have seen a huge number of collaborations – within a category, two different categories, low and high culture, old with new. The list is endless. Look to BAPE, Future, Stussy, Adidas, Nike, Lee, Yamamoto, Calvin Klein, KuBrick, Puma as some of the pioneers

Japan is leading this charge, citing rapidly moving trend cycles, and a consumer need for innovation and for the unusual as some of the reasons. And now other markets around Asia have started to follow…

CUTTING THRU… Brands that are collaborating have found new sales streams, new consumer segments, a revived brand image, and new partner-driven opportunities.

From the likes of Adidas X Goodyear, Levi’s X Jeep, and Pepsi X BAPE comes Thailand’s own local collaboration: lingerie brand ‘Metinee by Jintana’.

Thai supermodel and former Miss Thailand, Metinee Kingpayom (Luk-Ked), partnered with Jintana Intertrade, the 48-yr-old, largest lingerie producer in Thailand to launch her first four collections: ‘Kiss’, ‘Grace’, ‘Passion’, and ‘Lacey Eyes’.

The partnership has given Jintana’s image a big boost, shifting it from old, local, ‘my-mom-used-to-wear-it’ brand into one that is fashionable, confident, for the new generation of modern working woman. Metinee herself is a local icon for the internationally-bred supermodel and businesswoman. The launch party’s coverage on Thailand’s fashion TV, Chic Channel, has also done a great job in sealing the brand’s ‘fashion’ element.

A beautiful example of how the global trends of ‘Massclusivity’ and ‘Beauty by Design’ are slowly filtering into Thailand’s local mainstream. ‘Kiss’ anyone?

Entry filed under: japan, media general, thailand, trends.

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