LMG Introduce YALE x PEACEBIRD MEN Collaboration
Licensing Matters Global secures new partnership with PEACEBIRD MEN to launch a YALE branded athleisure collection for fall.
Yale resourced LMG in a multi-year project to raise the university's profile and introduce the collegiate culture with youth across Greater China, Southeast Asia, Australia, and New Zealand. PEACEBIRD MEN has more than 1500 stores in China, targeting urban fashion males aged 23- 28. PEACEBIRD and Yale together aim to engage the Gen-Z and millennial demographic with Yale's iconic history and tradition. The collection's collegiate style fused with casual elements lends perfectly to the athleisure trend, which is all about balancing comfort and style, catering to the busy lifestyles of young people.
Athleisure, a fusion of the words "athletic" and "leisure", is an aspirational lifestyle and a global phenomenon. The future of athleisure in China looks promising too; China is estimated to become the largest athleisure consumer market by the end of 2020, thanks to double-digit growth1.
"At LMG, we're thrilled to have the opportunity to take Yale's indisputably iconic heritage into licensing collaborations that help to raise the university's profile with young people across APAC. PEACEBIRD is a perfect partner for Yale in China, as a leading fashion brand of Chinese contemporary youth culture, at the forefront of local fashion". Andrew Kwan, EVP Licensing Matters Global (a Maxx Group Company)
For Yale and PEACEBIRD MEN, the athleisure fashion trend is redefined by combining Chinese and Western cultures in this new collaboration. The brands hope to benefit from Gen- Z's propensity towards locally relevant brands and style2.
The YALE X PEACEBIRD MEN collection drops September 2020, available in PEACEBIRD stores.
A Bright Future
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About Licensing Matters Global
Licensing Matters is a global, full-service licensing agency with a twist. Besides offering best-in-class agency services, we have the resources to develop, source, and sell products if our licensor partners desire it. This model has several transformational benefits, namely increased speed to market and improved retail response times. The team has experience with all brand genres, including entertainment, sports, and corporate, delivering award-winning programs worldwide. Our newest clients are Shell, the European Space Agency, and BuzzFeed.
About Ningbo Peacebird Fashion Co., Ltd.
Ningbo Peacebird Fashion Co., Ltd, is a consumer-centric fashion brand retailer, aiming to be the leading fashion brand for Chinese youth. Its online business reached the daily retail of US$130 million on Nov. 11, 2019. Together with 4,500 nationwide offline stores, Peacebird generated retail sales of US$1.6 billion in 2019.
1) Euromonitor 2020
2) McKinsey Asia–Pacific Generation Z Survey, November 2019, n = 16,000
Louise Haywood - LMG London
David Kramer - LMG Los Angeles
Page Updated Last on: Sep 25, 2020