- Both brands tapped in retro athleisure and tenniscore trends, which were among the hottest spring and summer 2022 trends
- The two luxury brands adopted the same strategy of giving a major focus to ready to wear in their collaborations in comparison to their core collection
- Jacquemus x Nike’s pricing stand at a lower rate than Jacquemus’ core collection, whereas Gucci x Adidas is more expensive than Gucci’s core collection when it comes to the same products with the addition of an Adidas logo
Fashion brands are no stranger to collaborations, which are increasingly present in collections today. Collaborations enable brands to both tap into a wider audience but also create brand hype. They help create buzz and allow a brand’s popularity to skyrocket, proven in the Lyst Index Q2 report, which showed that 4 out of the 10 hottest products of the quarter in womenswear came from brand collaborations, and 3 out of 10 within menswear.
Moreover, collaborations enable a brand to tap into a new market. In the case of Gucci and Jacquemus, the two luxury brands collaborated with sportswear giants Adidas and Nike to gain a share of the athleisure market, which became increasingly profitable following the pandemic. From 2021 to 2028, the worldwide athleisure market is projected to grow at a CAGR of 9.9%, from $ 411.02 billion in 2021 to $ 793.46 billion.
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Hopping on the Retro Athletic Attire Trend
The Adidas X Gucci collection was first unveiled during Gucci’s fashion show in Milan, in September 2021. The collection was then made available to shoppers on June 7, 2022. For Gucci this collaboration is a means to appeal to a wider audience and to drive newness, and it also allowed the brand to dethrone Balenciaga and earn the title of hottest brand in the latest Lyst Index report.
The gender mix of the collaboration is mostly balanced, with womenswear being slightly more prominent, representing 57% of the assortment.