Levi’s X LEGO : La collab’ improbable de l’année
Voici le résultat du croisement entre un pilier de notre enfance et la marque californienne de prêt-à-porter. Levi’s est mondialement connu pour ses jeans, portés par les adolescents et les jeunes adultes du monde entier. LEGO est le mastodonte damnois du jouet pour enfant. Comment ces deux marques ont-elles pu collaborer le temps d’une collection de prêt-à-porter ? C’est ce que nous allons voir.
Premièrement, Levi’s n’est pas la première marque avec qui LEGO collabore, Adidas l’a fait avant pour une paire de sneakers. Les Adidas x LEGO ZX 8000 sont une paire de chaussures multicolores avec une boîte spéciale qui a été lancée avec une vidéo géniale postée le 3 septembre 2020 par la chaîne Youtube de LEGO. On peut y voir la paire se dévoiler comme un produit d’exception sur un bureau décoré avec des objets LEGO.
Avec Levi’s, c’est une autre paire de manches (si je puis me permettre). En fait, à la manière des jouets LEGO qu’on peut jouer et assembler comme on le désire comme dans un bac à sable, on peut customiser les jeans et blousons Levi’s avec des patchs personnalisables. On achète les articles compatibles, on reçoit un lot de tuiles que l’on peut former comme on le veut, que l’on peut ensuite coller à nos jeans ou sweatshirts pour donner un style à nos produits. On a également droit à des tee-shirts et accessoires avec un design unique, toujours dans l’esprit coloré qui nous rappelle encore une fois les jouets de notre enfance.
Petit point culture, mais Levi’s vient de Levi Strauss & co. Levi Strauss était un immigrant juif allemand, étant à l’origine du jeans, un pantalon de toile résistant pratique pour les chercheurs d’or lors de la période de la ruée vers l’or aux États-Unis.
LEGO est un réel bac à sable. On est un enfant et on crée des mondes imaginaires en empilant des briques colorées. Les collaborations de la marque n’ont donc aucune limite.
Les boîtes de rangement Bygglek, un produit signé LEGO et Ikea. Une solution ludique et pratique : utiliser le couvercle de la boîte pour faire ses constructions, ensuite on peut retourner la boîte pour conserver son travail inachevé et le reprendre plus tard. La gamme a été lancée début octobre dans les magasins Ikea. La gamme est simple : 3 boîtes de tailles différentes et un set de 201 LEGO pour jouer à volonté.
« Notre volonté est de capitaliser autour de ces partenariats avec des marques partenaires iconiques, ancrées dans le quotidien des consommateurs et plus orientées « lifestyle » que le seul jouet. Mais nous ne diversifierons pas trop nos collaborations pour ne pas diluer notre marque et toujours avec des partenaires proches de notre cible et de nos valeurs », explique Anne Besson, directrice du marketing de Lego. Entre Ikea et Levi’s, les collaborations sont déjà diversifiées. Justement on a l’impression que Lego est une brique qui peut s’imbriquer avec n’importe quelle marque.
Par exemple, LEGO a collaboré avec les plus grandes sagas cinématographiques pour les adapter en jeux vidéo. On peut citer DC, Marvel, Indiana Jones, Jurassic World, Star Wars, Le Seigneur des Anneaux qui ont eu droit à des jeux vidéo sortis sur toutes les plateformes (consoles portables ou consoles de salon). En effet, Les personnages sont adaptés en Lego, pas de sang ou de grande violence mais des missions, de l’humour, et de nombreux objectifs pour venir à bout des jeux. De plus; les jeux sortent sur toutes les plateformes car les graphismes ne sont pas complexes, tout est en LEGO, c’est géométrique, et non pas réalistes comme on peut voir sur les derniers jeux vidéo sortis à la mode (Cyberpunk 2077, les différents Call of Duty..).
Des enseignes de prêt-à-porter au géant du meuble en passant par le jeu vidéo, Lego est réellement une enseigne qui peut s’adapter à toute marque, dans tout secteur, de toute taille. Quelle sera donc la prochaine collaboration de LEGO ?
PS : Regardez notre article Mode et Beauté sur : Un vêtement unique : la mode de la personnalisation
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