With Lunar New Year just around the corner, Nobis has released its capsule collection designed through community collaboration. As the Latin word for "us," Nobis has always emphasized community collaboration and representation and its newest release was made in partnership with Fête Chinoise, a Chinese-Canadian cultural platform. The New series includes three limited-edition pieces — two quilted mid-layer jackets and a reversible bucket hat.
"This year is the year of the Water Tiger, a year of determinism and spontaneity" says Deborah Lau-Yu, Principal and Art Director of Palettera. "Tigers express themselves boldly, which is captured in the unique print with grand hand-painted brush strokes that are simultaneously nature in two parts. The branches of plum blossoms dance across the page in an energetic nod to tradition and its relationship with nature."
Nobis' Lunar New Year capsule will be available online at Nobis.com and in retailers beginning January 18, 2022. Prices range from $95-$695.
Lunar-Inspired Outwear Capsule
Nobis Commemorates Lunar New Year with an Exclusive Collection
Trend Themes
1. Community Collaboration Capsules - Exclusive capsule collections designed through community partnerships offer the chance for brands to leverage the expertise and cultural savvy of members, creating highly targeted products for diverse markets.
2. Cultural Homage Collections - Designing clothing or merchandise that is inspired, has a connection to cultural events or holidays will not only help in market segmentation but will also help company's brand image.
3. Limited Edition Release Strategies - Limited edition collection releases create a sense of urgency and exclusivity, driving sales and enhancing brand image.
Industry Implications
1. Fashion Industry - Fashion labels are advised to create culturally-focused capsule collections that host a range of quirky elements or give a nod to significant events.
2. Marketing Industry - Marketing agencies can pitch the idea of collaborations to their clients, as these types of collections can serve as conversation starters for increased online and offline brand engagement.
3. Retail Industry - Retailers can market limited-edition drops for specific periods in-store or online, encouraging customers to act fast and create a sense of exclusivity.