The Impact of the Co-branding Between Clothing Brands and Cultural IPs on Sales Volume - Taking Hailan Home as an Example
Year: 2025
Type: article
Abstract: This paper takes Hailan Home as an example to deeply explore the impact of the co-branding of clothing brands with different Intellectual Property of Culture on sales. HLA, known as "The Wardrobe of Men", has more than 4,000 stores, which are distributed across 31 provinces in the country. Since its launch, HLA has been well-known for its national chain operation, self-service business model, and one-stop service, and it has quickly won the favor of a large number of consumers. HLA has successively carried out co-branding with various types of cultures, including co-branding culture, film and television culture, celebrity culture, animation culture, sports culture, traditional culture, and game culture. Overall, through precise audience matching, in-depth element integration, and powerful marketing and promotion, HLA has effectively increased its sales through IP co-branding, providing a reference for the co-branding cooperation of clothing brands.
Author: Zitong Liu
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4409210773