BSM2020 × New Product Design｜Co-Branding

New product design refers to a series of decision-making process from research and selection of products meeting the demand of the market to product design, crafting design, and production brought on stream.

On March 15, the students of BSM 2020 gave their first report in the New Product Design class. Hu Jianli, the teacher of New Product Design, guided the report. The students, in groups of four, spent a week preparing and shared the successful co-branding cases in the past two years.

Hu Jianli explained the key points of this report to the students, and the students chose a variety of brands according to the requirements of the topic. Compared with the inexperience half a year ago, the students have developed relatively practiced reporting skills and performed well in this report.

In this report, the students selected the theme of the report from the aspects of product popularity, market acceptance and sales performance based on the course "Key Elements of New Product Design", which brought us multifaceted and classic cross-industry cooperation of new collaborations. Next, let's learn about the performance of the students in this report.

Group 1 brought us the sharing of Maison Margiela X Reebok. They analyzed why the collaboration was of great significance to Maison Margiela from many aspects, such as the replanning of the luxury brand of Maison Margiela, the redefinition of the brand vision, and the comprehensive broadening of the strategic vision of the enterprise.

Group 2 brought Coach's first attempt in the beauty industry - a series of new products jointly sold with Sephora. The group not only introduced the co-branding products, but explained the relevant information of the two brands, boldly predicted the sales according to the brand popularity, and shared their own feelings.

Group 3 had a unique starting point for the report, which started from the emotional needs of the brand and combined with the data of collaboration to objectively analyze the successful cases of the cross-industry cooperation between Yuanqi Forest and Disney. When the hot and new brand meets the childhood’s IP image, it has to be said that it is a big push to upgrade the brand.

Art is not a pure commodity, and it has a unique appeal and artistic value. Group 4 showed us the artistic value and economic effect brought by successful co-branding products with the cooperation of BE@RBRICK x Andy Warhol, and also showed us the new form of collision between art and fashion culture.

Group 5 shared the classic brand 'White Rabbit' and 'Scent Library', which helped the students deepen the impression of the essential elements of successful co-branding products, that is successful marketing activities. The success of cross-industry cooperation is inseparable from the close marketing activities, and the complete information collection is inseparable from the careful preparation of students.

Group 6 brought us the collaboration Doraemon X Gucci. Combined with marketing activities such as pop-up stores and online publicity, they shared with us a comprehensive collaboration activity from the perspective of brand culture and strategy that was in line with brand positioning and strategy.

Although students still need to practice their reporting skills, they demonstrate the professional knowledge they have learned and their efforts. Hu Jianli commented that "we can see that every student is very attentive", and she also had good expectations for the students.