CELEBRATING DIOR-VERSITY WITH KINNPORSCHE

The lead actors from the hit Boy’s Love drama KinnPorsche are the latest ambassadors for the luxury fashion brand Dior. Actors Apo and Mile, who star as mafiosos in the popular Thai show, will join other high-profile ambassadors like BTS’ Jimin and the actor Robert Pattinson. At Culture Group, we’ve been talking about KinnPorsche since 2022 and we’re obsessed with how the show has activated fandom and representation across the region. The Dior tie-up is proof that fan power pays off!

Our take

We’ve previously highlighted how KinnPorsche perfectly encapsulates our favorite mantra: niche is the new normal. The show hails from an underrepresented country and showcases an underrepresented relationship dynamic. Social media allows consumers to find and connect with their people and, as a result, mainstream pop culture has become more fragmented and fandoms have become even more passionate. By identifying niches that are aligned with their brand values, and engaging authentically with those groups, marketers can deliver better ROI. But here’s the thing: niche might be the new normal, but representation is still lacking.

Per a recent study conducted by Lumiate, US TV shows with at least one Asian series regular increased by 2% in 2022, up from 36.5% in 2021. Asian main title cast and directors in film increased as well, by 7.7% and 5.9% respectively. LGBTQIA+ characters, on the other hand, have seen a 2.8% increase in representation from last year, but there were only a total of 92 characters across all of Hollywood in 2022 that weren’t straight and cis.  

Given that many members of the Southeast Asian and LGBTQIA+ community don’t see themselves represented on the screen in the media that comes from Hollywood, it’s no surprise that they’re embracing shows like KinnPorche. By appointing Apo and Mile, as brand ambassadors, Dior is appealing to the show’s fanbase and edging KinnPorsche further towards the mainstream.

And while maybe ten years ago the idea of appealing to such a small demographic of fans may have seemed scary, today appealing to niches is no longer just…niche. Just consider the number (and caliber!) of companies clamoring to partner with gaming titles (League of Legends x Coca-Cola, Fortnite x Nike, Minecraft x Crocs –  we could go on). Just a few years ago, brands wouldn’t have catered to niche fandoms in this way. Are you ready for the next niche wave? We’re here to help you identify it. 

For those of you born before 1997, ‘fax, no printer‘ is Gen Z speak for ‘undeniable facts I agree with’

A BRAND IN MOTION

The leather goods brand Coach recently took its iconic Tabby bag on a global tour with retail experiences designed to appeal to Gen Z. In Bangkok, the pop-up included a 3D NYC subway station and a partnership with local ice cream parlor Laylow, while in Malaysia activations coincided with Ramadan. A new concept store in Singapore (Coach Play) includes a café and six themed rooms with a customization station and the chance to learn more about Coach’s history via an interactive art installation.

Our take

At the end of last year, Coach’s parent company Tapestry revealed it was shifting its positioning in a bid to appeal to Gen Z. Let’s unpack what the brand is doing, and why it seems to be working, in a bit more detail: 

First, the pop-ups. The retail activations in Southeast Asia combined the brand’s heritage with local sensibilities, offering visitors a shareable IRL experience that leaned into their culture and interests. Pop-ups aren’t new, but for a generation that is all about experiences, they can still be relevant when done right.

Second, Coachtopia. Designed as the agile start-up arm within Coach, the Gen Z-focused sub-brand is built to more quickly capture cultural movements and strongly resonate with younger consumers. Its main ethos? Combining circularity and community. Not only are bags made from materials destined for landfill, Coach is also working with 120 young people (AKA ‘Coachtopians’), using Slack to get daily feedback on concepts, products and design. The contributions feature in campaign messaging, e-commerce sites, and more.

If this approach sounds familiar, you’re not wrong! We previously highlighted Mad for Makeup, who saw success in Indonesia with their community x co-creation x collaboration formula. By incorporating circularity too, Coach is hoping to really win with a demographic keen to balance self-expression and sustainability.

So here’s our take: when done well, fun and tailored experiences will appeal to Gen Z. But the impact can be multiplied when a brand also makes an effort to turn consumers into participants, while building towards a more sustainable model. In the future, we’d love to see Coach incorporate more community and circularity into their localized experiences. And we know Gen Z would too

For those of you born before 1997, ‘fax, no printer‘ is Gen Z speak for ‘undeniable facts I agree with’

  FOR LUXURY BRANDS, THE GAME IS ON!

This week we’re diving deep into luxury fashion and gaming, spotlighting two recent partnerships.

First up, Burberry. The British brand has built a mini London on Minecraft, filled with creative references to the brand’s heritage (including a monogram maze). Users can dress their characters in Burberry skins – think logo t-shirts and tartan suits – and also shop IRL versions of the same clothes at seven stores, including Bangkok, Tokyo, Seoul, and Taiwan.

Not to be outdone, Ralph Lauren, purveyor of prep, is collaborating with Fortnite. The digital-first collection will be followed by a physical drop and, in an unexpected move, Ralph Lauren has redesigned its iconic Polo logo, replacing the horse with a cartoon llama

Our take

Luxury brands have thrived in recent years through experimentation and collaboration, leveraging a presence in games as a key approach to Gen Zs – think Balenciaga and Moncler in Fortnite, or Gucci‘s persistent space in Roblox (and now the Sandbox). Although Burberry and Ralph Lauren chose different platform partners, there are a lot of similarities to explore.

First, both allow players to dress their real and digital selves in the same (or very similar) items. For younger players, URL style is now influencing IRL looks. A recent survey from Roblox found that 70% of US Gen Zs dress their avatars similar to their real-life self, while equally as many users get physical style inspiration from dressing their avatars. Yes, this is US data, but if you think 18-25-year-olds across SEA aren’t using their avatars as a canvas for experimentation, then bringing that identity to the real world, think again! In this vein, virtual launches could also allow brands to test consumer response to new products, and then influence the items that go into production.

Something else that links these partnerships? Both take elements of the brand’s core DNA, then remix it for the virtual world. Burberry recreated London (a city it has a strong association with), while Ralph Lauren redesigned their classic logo (the ultimate signifier of ‘preppiness’). ‘Luxury brand’ and ‘craftsmanship’ typically go hand-in-hand, but Burberry deviated from the playbook, making the Minecraft fashion very blocky – in keeping with the style of the game. This isn’t the obvious choice, it’s a surprising remix. Which aspects of your brand DNA will you need to challenge when translating them into digital worlds? Culture Group can help you step into the unexpected!

For those of you born before 1997, ‘fax, no printer‘ is Gen Z speak for ‘undeniable facts I agree with’