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Fashion: Are viral moments enough for Coperni in APAC?

Why the topic is trending:

  • High Media Impact vs. Sales Question: Coperni has generated significant buzz and media attention through viral runway moments, but industry experts are questioning if this translates to actual sales, especially in the crucial APAC market.

  • APAC Market Importance: The Asia-Pacific region represents a significant growth opportunity for luxury fashion brands, making the effectiveness of Coperni's strategy in this area a key concern.

  • Brand Strategy Analysis: The article provides a case study of a brand heavily relying on viral marketing and prompts a discussion about the sustainability of such an approach in the fashion industry.

  • Expert Opinions: Insights from fashion editors, consultants, and buyers offer different perspectives on Coperni's strategy and its commercial viability.

Overview:

The article examines Coperni's marketing strategy, which heavily relies on creating viral runway moments to generate media impact.1 While these spectacles have resulted in significant media impact value and increased brand awareness, industry experts are questioning whether this approach is sufficient to drive sustainable commercial success, particularly in the Asia-Pacific (APAC) region. The article explores the brand's history, its most impactful viral moments, sales performance (including a recent decline), and the opinions of fashion professionals regarding the gap between buzz and sales. It specifically highlights Coperni's presence in China and the potential of the APAC market for the brand.

Detailed Findings:

  • Coperni's Spring 2023 show with Bella Hadid's sprayed-on dress generated $26.3 million in media impact value (MIV) within 48 hours and reportedly led to a sales spike.2

  • The Spring 2025 show featuring Kylie Jenner generated $16.8 million in MIV, outperforming most Paris Fashion Week brands in media mentions.3

  • The Fall/Winter 2025/26 show, a LAN party, received praise for its production but diverted attention from the collection itself.4

  • Since its viral moment in 2022, Coperni has not returned to the Lyst Index of top-performing brands.5

  • While the Swipe bag is a best-seller, it hasn't broken into Lyst's most-wanted product rankings.

  • Sales for Coperni declined by 9% to 10% year-over-year in 2024, contrasting with a previous 35% annual growth rate.6 2023 was its most profitable year to date.

  • Coperni's official online store and third-party retailers are offering significant discounts (up to 80%) on select items, potentially indicating efforts to manage inventory or stimulate demand.7

  • Coperni has a presence in APAC with 42 stockists in East Asia, including around 19 in China, and a significant online presence on Xiaohongshu (RedNote).8

  • Experts suggest a gap between Coperni's runway theatrics and its commercial strategy, with concerns that the focus on spectacle overshadows the actual clothing and its evolution.

Key Takeaway:

While Coperni has successfully generated viral moments and significant media attention, its ability to translate this buzz into sustained commercial success, especially within the crucial APAC market, remains uncertain and is a subject of debate among industry experts.

Main Trend:

  • The Viral Spectacle vs. Sustainable Sales Dilemma in Fashion: Fashion brands are increasingly leveraging viral runway moments and social media stunts to generate buzz, but the effectiveness of this strategy in driving long-term sales and building brand loyalty is being questioned.

Description of the trend (please name it):

  • The Viral Spectacle vs. Sustainable Sales Dilemma in Fashion: This trend highlights the tension between creating impactful, shareable moments that capture online attention and the fundamental need for a fashion brand to sell its products consistently over time to achieve sustainable commercial success.

What is consumer motivation:

In the APAC region, fashion consumers are likely motivated by:

  • Desire for Novelty and Excitement: Viral moments capture attention and create excitement around a brand.

  • Social Status and Trend Following: Consumers in APAC, particularly younger demographics, are often influenced by social media trends and the desire to own "it" items.9

  • Brand Story and Identity: While viral moments can create awareness, consumers also seek a deeper connection with a brand's values and design aesthetic.

  • Perceived Value and Quality: Ultimately, purchasing decisions are driven by the perceived value and quality of the products.

What is driving the trend:

  • Social Media Dominance: Platforms like Instagram, TikTok, and Xiaohongshu have amplified the impact of viral moments in fashion.10

  • Short Attention Spans: The fast-paced nature of online media necessitates increasingly spectacular and attention-grabbing content.

  • Global Interconnectedness: Viral moments can quickly reach a global audience, including the significant consumer base in APAC.

  • Brand Differentiation: In a crowded market, brands are seeking innovative ways to stand out and capture consumer attention.

What is motivation beyond the trend:

Beyond the immediate drivers, the underlying motivation for fashion consumption includes:

  • Self-Expression and Identity: Fashion is a powerful tool for individuals to express their personal style and identity.

  • Emotional Connection: Consumers often develop emotional connections with brands that resonate with their values or aspirations.

  • Quality and Craftsmanship: For luxury goods, consumers often seek high-quality materials and expert craftsmanship.

  • Belonging and Community: Fashion can also be a way for individuals to connect with like-minded communities and express belonging.

Description of consumers article is referring to (what is their age?, what is their gender? What is their income? What is their lifestyle):

The article refers to a broad range of fashion consumers, but specifically in the APAC region, with a focus on those who are active on social media and influenced by online trends. We can infer some characteristics:

  • Age: Likely includes a significant portion of younger consumers (18-35) who are highly engaged with social media and trend-driven fashion.

  • Gender: Both male and female consumers are likely relevant, although specific trends might have a stronger appeal to one gender over the other.

  • Income: Ranges from middle to high income, as Coperni is positioned as a contemporary/luxury brand. The level of disposable income will influence purchasing power.

  • Lifestyle: Likely digitally savvy individuals who are interested in fashion, culture, and staying up-to-date with the latest trends. They may value novelty and brands that offer unique or shareable experiences.

Conclusions:

While Coperni has successfully captured global attention through its viral runway moments, the question remains whether this strategy is sufficient to drive sustainable commercial success in the APAC region. The brand has established a presence in China and enjoys online buzz, but concerns about translating spectacle into consistent sales, as highlighted by declining overall sales and significant discounting, need to be addressed for long-term viability in the competitive APAC market.

Implications for brands:

  • Need for Balanced Strategy: Fashion brands should consider a balanced marketing strategy that combines impactful viral moments with a strong focus on product design, quality, and a clear brand identity that resonates with consumers beyond fleeting trends.

  • Understanding Regional Nuances: Brands targeting APAC need to understand the specific cultural preferences, consumer behaviors, and digital landscape of this diverse region.

  • Long-Term Brand Building: Relying solely on viral moments might lead to short-term spikes in awareness but may not build the long-term brand loyalty necessary for sustained success.

Implication for society:

  • Evolution of Fashion Marketing: The case of Coperni highlights the evolving landscape of fashion marketing, where digital buzz and viral content play an increasingly significant role.

  • Consumer Attention Economy: Brands are competing for consumer attention in a crowded digital space, leading to increasingly extravagant and attention-grabbing marketing tactics.

Implications for consumers:

  • Potential for Trend Fatigue: Consumers might experience fatigue with brands that solely rely on spectacle without offering consistent quality and design.

  • Increased Awareness of Marketing Tactics: Consumers are becoming more aware of brands' marketing strategies and may be more discerning about their purchasing decisions.

Implication for Future:

  • The fashion industry may see a shift towards more integrated marketing approaches that combine online buzz with traditional brand-building strategies.

  • The success of brands like Coperni in the long run will provide valuable insights into the effectiveness and sustainability of viral-centric marketing.

Consumer Trend (Name, Detailed Description):

  • "Experience-Driven Fashion Consumption in APAC": Consumers in APAC are increasingly valuing unique and shareable experiences associated with fashion brands, going beyond just the product itself.11 Viral runway moments and brand activations can tap into this desire for memorable engagements.

Consumer Sub Trend (Name, Detailed Description):

  • "Social Validation Through Trend Adoption": In APAC, there's a strong emphasis on social validation through the adoption of popular trends. Viral fashion moments can quickly become must-have trends, driving consumer interest and purchases, at least in the short term.

Big Social Trend (Name, Detailed Description):

  • "The Rise of the Creator Economy in Fashion": The influence of social media personalities and influencers (like Kylie Jenner in this case) is significantly shaping consumer awareness and interest in fashion brands, making collaborations and viral moments driven by these figures highly impactful.

Worldwide Social Trend (Name, Detailed Description):

  • "Global Competition for the APAC Luxury Market": The APAC region is a highly competitive market for luxury and contemporary fashion brands worldwide. Coperni's success will depend on its ability to stand out and resonate with APAC consumers amidst this intense competition.

Social Drive (Name, Detailed Description):

  • "The Pursuit of Aspiration and Belonging Through Fashion": Fashion in APAC, as globally, is often linked to aspirations of success and belonging to certain social groups. Brands that can tap into these desires through both their products and their marketing narratives are more likely to succeed.

Learnings for brands to use in 2025:

  • Viral Moments Need Strategic Follow-Through: Generating buzz is only the first step; brands need a clear strategy to convert that attention into sales and build lasting customer relationships, especially in a market like APAC.

  • Product Remains Paramount: While spectacle can attract attention, the quality, design, and wearability of the actual clothing are crucial for long-term commercial success.

  • Understand the APAC Consumer: Tailor marketing efforts and product offerings to the specific preferences and cultural nuances of consumers in different APAC markets.

  • Balance Online Buzz with Offline Presence: While digital engagement is vital, a strategic offline presence, including retail partnerships and activations, can be crucial for building brand trust and driving sales in APAC.

Strategy Recommendations for brands to follow in 2025:

  • Invest in Product Development: Ensure that the collections themselves are innovative, desirable, and align with the brand's viral moments.

  • Develop a Comprehensive APAC Strategy: Create a tailored approach for the APAC market that considers local preferences, digital platforms, and retail landscape.

  • Integrate Viral Marketing with Sales Channels: Ensure a seamless transition from online buzz to accessible purchasing opportunities for consumers in APAC.

  • Build Relationships with Key Opinion Leaders (KOLs) in APAC: Collaborate with influential figures in the region who can authentically promote the brand and its products.

  • Focus on Long-Term Brand Building Activities: Invest in initiatives that build brand loyalty and recognition beyond fleeting viral moments, such as customer engagement programs and consistent brand messaging.

Final sentence (key concept) describing main trend from article:

The central question for Coperni in APAC is whether its mastery of viral runway spectacles can evolve into a robust commercial strategy that resonates with consumers and drives sustainable sales in this critical market.

What brands & companies should do in 2025 to benefit from trend and how to do it:

Fashion brands aiming to succeed in the APAC market in 2025 should:

  • Embrace Innovative Marketing: Utilize creative and attention-grabbing marketing tactics, including potential viral moments, to build brand awareness.

  • Prioritize Product Excellence: Ensure that the quality and design of their products meet the expectations of APAC consumers.

  • Develop Localized Strategies: Tailor their marketing, communication, and distribution channels to the specific nuances of different APAC markets.

  • Cultivate Strong Online and Offline Presence: Build a robust omnichannel strategy that caters to the digitally savvy consumers in the region while also considering the importance of physical retail experiences.

Final Note:

  • Core Trend:

    • Name: The Divide Between Viral Marketing and Commercial Success in Fashion

    • Detailed Description: The core trend is the growing uncertainty in the fashion industry regarding whether the significant media attention generated by viral marketing stunts can reliably translate into sustained sales and long-term brand growth, particularly in competitive markets like APAC.

  • Core Strategy:

    • Name: Bridging the Buzz-to-Buy Gap

    • Detailed Description: The core strategic imperative for brands like Coperni is to develop effective strategies that bridge the gap between the online buzz created by viral moments and tangible commercial success, especially in key growth regions like APAC, by focusing on product desirability, market-specific approaches, and long-term brand building.

  • Core Industry Trend:

    • Name: The Evolving Metrics of Fashion Success

    • Detailed Description: The fashion industry is grappling with how to measure success in the digital age, moving beyond traditional sales figures to include metrics like media impact value and social engagement. The challenge lies in ensuring these new metrics correlate with actual revenue and profitability.

  • Core Consumer Motivation:

    • Name: The Search for Authenticity and Value Beyond Hype

    • Detailed Description: While APAC consumers may be initially drawn in by viral moments, their long-term engagement and purchasing decisions are ultimately driven by a search for authenticity, quality, and value that extends beyond fleeting online hype.

Final Conclusion:

Coperni's journey highlights the complex relationship between viral marketing and commercial success in the fashion industry, especially in the dynamic APAC market. While generating buzz is crucial, sustainable growth requires a holistic strategy that prioritizes product, market understanding, and long-term brand building to truly resonate with consumers and drive lasting sales.

  • Core Trend Detailed (Name, Detailed Summary):

    • Name: The Divide Between Viral Marketing and Commercial Success in Fashion

    • Detailed Summary: The core trend of "The Divide Between Viral Marketing and Commercial Success in Fashion" underscores a growing challenge for brands in the contemporary fashion landscape. While creating viral moments, such as Coperni's spectacular runway shows, can generate significant media attention, brand awareness, and social media engagement, the critical question is whether this translates into tangible and sustainable commercial success, particularly in key growth markets like the Asia-Pacific region. This divide arises from the potential disconnect between the fleeting attention garnered by a viral event and the consistent consumer demand required to drive sales and build long-term brand loyalty. Factors contributing to this gap include the possibility that the spectacle overshadows the actual product, that the initial buzz doesn't resonate with the specific preferences of consumers in different markets, or that the brand fails to effectively convert online attention into purchasing opportunities. The trend highlights the need for fashion brands to adopt a more nuanced and integrated marketing approach that balances impactful viral moments with a strong focus on product design, quality, brand identity, and a deep understanding of their target consumers to ensure that online buzz ultimately contributes to lasting commercial viability.

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