Kappa, an Italian clothing brand, was born in 19 16. From 1970 to 1974, Italian photographer Oliviero Toscani was invited to shoot a series of radical advertisements. These were regarded as alternative shooting methods at that time, which were supported by Italians at that time. Up to now it has reached 100. Around 20 10, it was famous all over China, with sales of 3.633 billion yuan, which was one of the brands that could compete with Xtep and 36 1 0 at that time. However, since 20 1 1, the sales volume of kappa has declined rapidly, and there are fewer and fewer stores. In recent years, we seldom see kappa. Many netizens are curious that kappa was overshadowed by brands such as Nike and Adi. Why did it disappear from our sight?

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Why did Kappa disappear in recent years?

Although kappa became popular in China ten years ago, we all call it back-to-back because of its logo. Back-to-back was really the representative of the fashion at that time, or it could be said that back-to-back was the fashion at that time, but there was a long bottleneck in the middle, and sometimes we even felt that back-to-back disappeared in our eyes. Some people think that after the kappa fire, a large number of knockoffs flooded into the market, and many consumers could not tell the truth from the false. The fake kappa even overtook its owner.

At present, kappa is tepid, and many people think that kappa has been divorced from the modern trend, can't satisfy the public's aesthetics, and has a single style.

Kappa has no better innovation after reaching its peak. Even if it is in line with other brands, it is easy to become fashionable, but it is difficult to maintain. Therefore, even the fashion leaders at that time will die one day, and it is difficult for consumers to buy Kappa again. Consumers prefer novelty. If kappa is not innovative, then consumers will only look for freshness, which is why kappa fell from the altar.

Kappa has long neglected the investment in sports marketing, making consumers feel more like a trend brand than a sports brand. In fact, it is very dangerous to be a trendy brand, and it is difficult to keep up with the trend. The longer you leave the trend, the farther away you are from consumers, which makes it more and more difficult for kappa to reappear in people's field of vision. Even if kappa reappears, it is very strange to consumers, and with more and more peer brands and wider choices, it is difficult for kappa to board the clothing altar again.

People don't wear Kappa anymore?

Did Kappa really disappear from our eyes? The answer is that "no" kappa has not completely disappeared, and "BANDA", also known as the cross label, was born in the 1980s. Kappa designer first repeatedly arranged Omini's back-to-back logo and sewed it on the side seam of the clothes, resulting in "cross-labeling". Then, as the retro trend reappeared in front of people, kappa killed a comeback with a string of bids. In the street trends of the past two years, people wearing kappa, network celebrities, celebrities and so on can often be seen to strongly support them.

Kappa's retro trend once attracted everyone's attention. First,/kloc-signed a joint name with CLOT in 0/5, then 16 invited G-Dragon to endorse, and 17 cooperated with Gosha Rubchinskiy, the king of youth.

Clot brand constantly pursues a trend attitude, which coincides with kappa. Brand supporters are also a very popular trend, and this joint cooperation can be described as "close as brothers" and has become the best interpretation of this cooperation.

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This time, G-Dragon was invited to speak for Kappa, which opened the road to the revival of Kappa and gained great response. It is really not enough to push kappa back to the altar of clothing by artists. Kappa himself realized this and began to cooperate with various fashion brands. This year happens to be the 0/00th anniversary of kappa's birth/kloc-. Since then, Kappa has returned to the peak step by step and successfully returned to the altar.

Kappa broke the minds of young consumers in a series of ways through the retro trend this time.

Retro is like a stimulant, and the burning flame of revival is out of control. It was the talented designer Gosha Rubchinskiy who promoted the burning of this flame, and then jointly launched coats and sweaters with Openning Ceremony. At Paris Fashion Week, the project "A.Four Labs Meet kappa's Stylish Isolation" was released. After that, Kappa's actions became more and more frequent. It is unclear whether this recovery has really stabilized the status of the altar, or whether it is just fleeting. However, the recovery of Kappa really subverts our understanding of Kappa and seems to evoke memories of loving Kappa in those years.

Whether kappa is a comeback or a flash in the pan, I still hope kappa can continue the retro trend. Who says this is not a rising culture?

Dear friends, have you thought of kappa in recent years? Do you like this retro trend?

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