The Big Market Behind Fashion X Anime Collaboration

The Big Market Behind Fashion X Anime Collaboration

If you are keen on fashion trends, you might notice that Fashion X Anime collaboration is at its peak since the pandemic. From Loewe X Studio Ghibli to Dolce X Jujutsu Kaisen, every major fashion house seems keen on having the next anime collaboration. 

But why is that? And why did it begin only during the pandemic? As far as we know, the anime community has been big for decades. So, why now?

As stated in Glossy, these big brands are looking to expand their market to younger audiences. Then, one way to do that is by staying relevant to what they like and care the most. That includes anime. Ultimately, that is the biggest driving force behind these collaborations. 

In early 2020, a U.S. survey reported that 27% of American adults ages 18-29 have a favorable view of anime. The average anime fan is 24.4 years old. 

While the anime genre has different content that appeals to different demographics, the majority of people who are watching are Gen Zers. According to Grandview Research, from 2021-2028, the global anime market will grow by 9.7%. In the U.S, that increase is more substantial at 15.5%.

According to Ashley Paintsil, a fashion and media researcher at the University of Delaware’s department of communication: 

“Coming out of a pandemic, people want things that are fun or remind them of themselves. This is definitely a way of trying to reach Gen Z and reach their interests.

“[Luxury brands] are probably only reaching a subset of Gen-Z consumers that can afford [luxury collections]… but it’s still a good touchpoint, to get something small from them.”

Surely, for many millennials and Gen Zers, these collections tie back to the greater nostalgia trend seen in fashion and culture.

Yet, what about you? Are you also an anime fan like others?

Next reading in Lifestyle, Why Are The Eco-Activists Targeting the Mona Lisa?

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