Flash mob gives old brand new life
Fashion students take part in a flash mob outside the Kaikai store on Shaanxi Road N.
Budding designers, wearing a new collection from local time-honored clothing brand Kaikai, presented a flash mob and dance show on the street on Friday, bringing new blood to the old brand and attracting young people to the store.
The flash mob took place outside the store on Shaanxi Road N., home to 17 of the city’s most revered brands.
Kaikai opened in 1936 as a department store and later became known for quality shirts. Every shirt requires more than 100 production processes, with more than 18,000 stitches. However, over the years, Kaikai shirts have been stereotyped as clothes for middle-aged men.
To break the stereotype and get close to today’s young people, the brand worked with students from the Fashion Institute of Design of Sanda University to use high-end fabrics imported from Italy and Japan and design trendy boyfriend shirts which are oversized with a button-down top.
The flash mob attracted many passers-by to step into the store.
“I hadn’t thought that the store has some good designs,” said a nearby white-collar worker surnamed Zhang. “Today, historical brands are not only synonymous to quality products, they are also becoming trendy.”
Historical brands on Shaanxi Road N. have embraced new retailing concepts and are focusing on promoting interactive activities, a personalized service and their cultural history.
