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In recent years, joint marketing has frequently dominated the screen and gone viral with its unique charm, becoming a key magic weapon for brands to enhance their market influence and competitiveness. In the field of fashion shoes and apparel, this trend is particularly evident, with brands competing against each other to try to tap into consumers' interests and set off a wave of crazes in joint cooperation.

Among the joint marketing of major brands, China's large fashion footwear and apparel group - Belle Fashion Group (hereinafter referred to as: Belle Fashion) is particularly dazzling. Relying on its in-depth cooperation with many well-known IPs, top designers and brands, it has carefully created a series of highly anticipated joint products. It not only maximizes the concept of "everything can be joint-branded", but also successfully breaks the boundaries of circles, ignites consumer emotions, and brings consumers rich and novel fashion experiences.

73Hours×R.S.G: Good luck in the Year of the Dragon, leading a new trend in high-end fashion

The collaboration between fashion brands and well-known designers has always been a popular topic among consumers. As the 2024 Year of the Dragon approaches, 73Hours, a fashion footwear brand under Belle Fashion, has teamed up with Guo Pei, a well-known Chinese couture designer, to jointly launch the Year of the Dragon New Year Couture Collection to bring good luck to the Year of the Dragon.

One of the highlights of this joint series is the pair of high-end red shoes full of creativity and luxury. With her unique design concept and exquisite craftsmanship, Guo Pei perfectly combines tradition and modernity, giving this pair of red shoes a unique vitality and fashion sense. The shining red diamond decoration on the upper, the unique shape and the perfect combination of elements are all eye-catching, like a flowing work of art, allowing consumers to feel the charm and charm of oriental poetic aesthetics while wearing them. At the arrival of the New Year, cross the year with good luck, wear beautiful clothes, and usher in good luck, and welcome the New Year with prosperity.

BELLE×TOGGLER: Feel the vitality of walking and unlock the experience of bangran

In the world of joint marketing, using the cooperation of two brands to increase the attractiveness and uniqueness of products has always been a tried and tested method. In April 2023, Belle Fashion's main brand BELLE and the famous fashion brand TOGGLER jointly launched a joint series to unlock a fun bang bang experience.

In the design of this joint product, BELLE×TOGGLER took the elements of expansion and dopamine color as inspiration, and launched products such as expansion shoes, ring slippers and bags. The exaggerated and unique expansion design and color matching are quite eye-catching, making daily wear more fresh and interesting. At the same time, BELLE also joined hands with Juhuasuan to launch the "Bangran Action" Gathering Day fashion plan, cooperated with the giant check-in device under the Guangzhou Tower, and created a series of activities such as the creation of theme pop-up stores to enhance customer participation and experience, creating a brand image of avant-garde fashion, strong artistic sense and unique taste, which attracted widespread attention from the market and consumers.

TEENMIX×Harry Potter: Magic blessing, happiness MAX

In terms of IP collaboration, the collaboration between Belle Fashion's brand TEENMIX and the "Harry Potter" IP is a "textbook" case. It not only satisfies young consumers' love for magical elements, but also ignites a magical carnival through high-quality footwear products and creative activities.

During the 2022 school season, TEENMIX and the Harry Potter IP created an event with the theme of "I Have My "Magic" Style", injecting magical power into shoes and bags. The two-color electroplated ancient gold design on the Golden Snitch-style loafers and the hidden gold hot-stamped Easter eggs on the tongue make people feel as if they are in the magical world of Hogwarts. The event also created a real-life version of the magic bus that appeared in Shanghai, the magic city, to pick up and drop off every "new student" to school with a sense of ceremony, breaking the circle from Harry Potter fans to the general public. In the spring of 2023, TEENMIX and the "Harry Potter" IP will work together again. The two parties will continue the theme of "I Have My "Magic" Style" and create multiple interesting "magic shoe shops" to allow consumers to immerse themselves in the fantasy of the magic world and interpret their own "magic" style.

Joint ventures are not only about cooperation between brands, but also about the collision and integration of cultures and concepts. In recent years, Belle Fashion has not only brought consumers a variety of fashion choices through a series of successful joint ventures, but also established a unique brand image in the market and achieved diversified breakthroughs.

(Source: Financial Information)

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