Apparel brands seem to work in seasons. In January, we pointed you towards the fact that three sneaker brands were all doing similar things in the same month in the same venue. HERE.
American workwear brand Dickies has been active in the music space for a couple of years now. We first saw the brand activate at the 2009 Modern Sky Festival in Beijing, providing t-shirts to the staff and having some stall/ shop presence.
Now they are going a little bigger, working on a short tour with Modern Sky bands Queen Sea Big Shark and Life Journey.
Sep 10 Nanjing 61 house
Sep 11 Shanghai MAO
Sep 12 Hangzhou Code-space
There isn’t too much original about this – QSBS have been heavily associated with other bands, Converse particularly. The timing is also somewhat unfortunate as it runs almost parallel with another very similar activation by Puma, who are touring Mavis and her 100% band, to the same venue in Shanghai the day before.
9/10 Shanghai Mao: Mavis, Bigger Bang, Sonnet, etc
9/18 Beijing Star Live Mavis, Bigger Bang, Steely Heart, Dude
One pair of Puma shoes plus T-shirt gets 2 free tickets. No tickets at the door.
There is lots of potential in this space, but consumers need new and creative concepts, rather than retreads and remakes…