In collaboration with the Canadian clothing, footwear and accessories retailer Ardene, Lauren Riihimaki—better known as LaurDIY on YouTube—launched a fun-spirited animal onesie collection.
The exclusive LaurDIY x Ardene sleepwear collection released in time for the holiday season features Japanese-inspired characters, such as unicorns, narwhals, flamingos and pandas. The comfort-focused fleece onesies boast long sleeves with zipper closures, ribbed ankles and wrists, making for a cozy, cute and comfortable way for consumers to keep warm this winter.
To promote the launch of the LaurDIY x Ardene onesie collection, Ardene held two meet-up events in both Toronto and Montreal, where fans of the DIY-obsessed YouTube influencer could take a selfie with LaurDIY herself and enjoy a range of in-store celebrations with the retailer.
Animal Vlogger Onesies
Ardene Collaborated with YouTuber LaurDIY on a Onesie Collection
Trend Themes
1. Youtube Influencer Collaborations - Clothing retailers can partner with YouTube influencers to create exclusive collections that appeal to a younger audience.
2. Character-themed Sleepwear - Fleece onesies featuring fun and cute characters from different cultures and countries could be a hit with consumers.
3. In-store Meet-up Events - Hosting in-store events with popular influencers can attract a younger demographic to physical retail locations.
Industry Implications
1. Fashion Retail - Clothing and accessories retailers can leverage collaborations with YouTube influencers to drive sales and boost brand awareness.
2. Sleepwear Market - There is a potential opportunity for a sleepwear brand to introduce a character-themed onesie collection that appeals to consumers of various age groups and preferences.
3. Retail Events - Retailers can create meaningful experiences for consumers and build brand loyalty by hosting in-store events and meet-ups.