How fashion can take advantage of blind box marketing in China

Collaboration can strengthen and refresh narratives. In 2020, Tommy Hilfiger collaborated with rapper Vava and singer Ma Boqian to create a limited edition blind box. Impossible collaboration adds to the sense of fun narrative: In 2020, Karl Lagerfeld and Tsingtao Brewery made a blind box as part of the Night Owl Muse series together. In China, a blind box has also been launched by CCTV variety show, National Treasure, which celebrates the country’s cultural heritage.

However, there is some concern that the blind box phenomenon in China might exploit consumers. Early in 2021, the China Consumers Association highlighted how blind box consumption has gambling attributes. The Chengdu Municipal Market Supervision Bureau of Sichuan Province called for transparency in blind box lotteries, including showing consumers the possibility of winning limited-edition products.

Xia Xia Becky, a fan of luxury fashion, points out that the blind box concept has been around for centuries. Blind boxes existed in Japan in ancient times. Leftover fabrics are sold at random, even gold woven fabrics [included], which is considered a symbol of good luck and blessings.

If that element of magic and emotional connectivity can be injected into the fancy blind box concept, the possibilities are endless. Ivy Yu, a brand marketing consultant based in France, says that the target customers for luxury blind boxes are not necessarily high-value consumers. The blind box, he said, has the potential to expand the customer base and at the same time get a wave of public attention.”

In China, consumers who love the blind box are bound to commit. Tmall reports that nearly 200,000 shoppers spend more than 20,000 yuan ($3,133) a year buying blind boxes. Whether the bullish forecast for growth in the blind box market turns out to be correct remains to be seen, but a large number of Chinese consumers are currently still fascinated by the concept.

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