As luxury brands over a century old adapt to the tastes of newer generations, the fastest route to youth culture relevance has been through strategic partnerships with cult streetwear labels many decades their junior. This has been especially true in China, where streetwear-obsessed Millennials and Generation Z shoppers have become a significant focus for luxury labels. Out of all luxury collaborations with other brands, designers, celebrities or influencers, it was a streetwear label that was the most effective partner for generating social engagement in China, according to the new “Luxury China: Streetwear Insight Report” released by Gartner L2. Rimowa’s much-hyped Off-White partnership in fall 2018 was the luxury collaboration with the highest engagement on China’s Twitter-like Weibo during the report’s May 2018 to March 2019 study period. The collaboration with Virgil Abloh’s luxury streetwear label also served as the main source of social engagement in China for the 121-year-old luggage maker. Posts featuring the Off-White logo-emblazoned suitcases were responsible for 94 percent of Rimowa’s total Weibo engagement, and the collaboration also generated the highest daily Baidu Index score for the brand from January 2018 through March 2019. The #offwhiterimowa hashtag received more than 42 million views on Weibo, and the luggage sold out
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