In the fashion industry, cross-border cooperation has long been common, but the combination of trendy IP and luxury goods can always make waves. In recent years, Hermès, a top luxury brand, has become the "accessory" of Labubu, a trendy IP, and this phenomenon has attracted widespread attention. So, how did the trendy IP become the emotional marketing code for luxury goods?

1. The collision of trendy toys and luxury goods

Labubu, as a popular IP under Pop Mart, has a place in the trendy toy industry with its unique image and deep fan base. And Hermès, as a representative of luxury goods, has won the favor of consumers around the world with its exquisite craftsmanship and excellent quality. When these two seemingly unrelated brands collided, an unexpected chemical reaction occurred. This collision not only broke the boundary between traditional luxury goods and trendy toys, but also gave the traditional brand Hermès new vitality.

2. Emotional resonance: the unique charm of trendy IP

The key to Labubu becoming an "accessory" of Hermès lies in its unique image and the story behind it. Labubu has attracted a lot of attention from young people with its elf-like image and slightly dark temperament. Its cute and mysterious image perfectly fits the aesthetic needs and psychological characteristics of contemporary young people.

When consumers hang Labubu on Hermès bags, they are not just showing an accessory, but also expressing a personality and attitude. This emotional resonance makes the combination of Labubu and Hermès natural, and also allows consumers to gain more emotional satisfaction in the purchase process.

3. Scarcity marketing: stimulate the desire to buy

Luxury products are precious to a large extent because of their scarcity. The joint cooperation between trendy IP and luxury goods has brought this scarcity to the extreme. Labubu and Hermès products are often sold in limited quantities and are sold out as soon as they are launched. This situation of supply and demand not only enhances the value of the product, but also stimulates consumers' desire to buy. They are willing to pay a high price to own a unique accessory, because it is not just a product, but also a symbol of identity and social capital.

4. Star effect communication: Expand influence

In the era of social media, a successful marketing campaign is often inseparable from extensive communication. For example, Lisa, a member of the Korean girl group BLACKPINK, posted a variety of LABUBU blind boxes and pendants on Instagram, which kicked off the prelude to LABUBU's popularity in Southeast Asia and even the world. Top stars such as Rihanna and Dua Lipa posted LABUBU pendants on social platforms, attracting a large number of European and American fans to "vertically enter the pit", making this blind box doll a hot accessory item.

For a time, Labubu stole the limelight and was widely disseminated on social media platforms, quickly attracting a lot of attention. Consumers shared their purchase experiences and usage experiences on social media, further expanding the influence of the event. This viral communication method not only made Labubu and Hermès a hot topic in the fashion circle, but also made more consumers understand and recognize the unique charm of IP.

5. Emotional projection and identity recognition

As a representative of trendy IP, Labubu has rich cultural connotations and emotional values ​​behind its image. When consumers buy Labubu accessories, they are often looking for an emotional projection and identity recognition. They transform their love and recognition of Labubu into the purchase of Hermès accessories, thereby satisfying self-expression and social belonging. This interweaving of emotional projection and identity recognition makes the integration of trendy IP and luxury goods a new consumption trend and cultural phenomenon.

In short, the reason why trendy IP Labubu can become the "accessory" of Hermès and successfully enter the new field of luxury marketing is due to its unique image charm, scarcity marketing strategy, social media communication power, and consumers' emotional projection and identity recognition needs. This cross-border cooperation not only breaks the boundary between traditional luxury goods and trendy toys, but also brings consumers a new consumption experience and emotional satisfaction.