Collaborating with GDH to Target Gen Z Through Film Marketing.
YUEDPAO, a T-shirt brand utilizing movie marketing, has announced a partnership with GDH, a reputable Thai film studio, to launch an Exclusive Collection of uniquely designed T-shirts.
Tanongsak Sae-iew, the founder of YUEDPAO, stated, “Historically, our brand has cultivated a strong following among Gen Z. Our marketing approach is focused on reaching this demographic as effectively as possible. One method to engage with this audience is by aligning with lifestyles that resonate with them. The brand has consistently highlighted collaboration as a key strategy.”
In the past, the brand has prioritized partnerships with new-generation artists and musicians, creating opportunities for emerging talent. The collaboration with GDH marks another significant milestone for us.
As this is our inaugural venture into movie marketing through a collaboration with a film studio, we anticipate that this market entry will serve as an additional revenue stream and help us expand our customer base to new audiences.
The first special collection of T-shirts in collaboration with GDH, created as merchandise for the film ‘Lan Ma’, has received excellent feedback in terms of sales and acclaim from GDH movie fans who appreciate the comfort and quality of the shirts. Following ‘Wiman Nam’, we will collaborate on another film this year.
At present, movie marketing in Thailand is gaining significant traction. This is evident in the diverse marketing strategies employed by film studios and distributors, as well as a shift in consumer behavior. Modern audiences seek more than just a film experience; they often connect deeply with the story, actors, or directors. Special merchandise linked to a favorite film becomes as cherished as a piece of art that fans wish to collect to remember the film.
Conversely, Jina Osotsin, CEO of GDH 559 Co., Ltd., shared, “Each time GDH produces a movie, we create shirts for the cast and crew to wear during filming, promote the film, and serve as memorable souvenirs for those who collaborate with us. For every film, we prioritize thoughtful design and fabric quality because we want these items to be timeless and beautiful over the years. Following ‘Lan Ma’, we received numerous requests from fans wanting souvenir shirts.”
Thus, GDH believes that to effectively produce and distribute these shirts, we need to partner with manufacturers committed to high quality and establish comprehensive distribution channels for easy purchasing online and offline. YUEDPAO is a T-shirt brand that meets all requirements, particularly in fabric quality, making it accessible for GDH movie fans. Our collaboration confirmed we selected the right brand. Additionally, the YUEDPAO team is a new generation team that works swiftly and grasps consumer insights, understanding which fabrics, colors, styles, and patterns are appealing to our target audiences for each film.
Moreover, YUEDPAO has designed a special collection of T-shirts for ‘Wiman Nam’ in collaboration with GDH, narrating the film’s story through distinctive lines and colors. Crafted from a blend of cotton and polyester, these shirts are comfortable, breathable, and suitable for all weather conditions. They are priced at 390 baht, with a limited production of only 1,000 pieces per design. The first three designs are now available online.
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Stretching Out: YUEDPAO Joins Forces with GDH to Market through Film Collections Targeting Gen Z
YUEDPAO, a trendy T-shirt brand known for its unique approach to marketing, has teamed up with GDH, a prominent Thai film studio, to create an exclusive collection of T-shirts tailored to appeal to the Gen Z demographic. This collaboration marks a significant expansion into the realm of movie marketing, leveraging the popularity of films to enhance brand visibility and reach.
The Vision Behind the Partnership
Tanongsak Sae-iew, the founder of YUEDPAO, emphasizes the objective of this collaboration: “Our brand has always focused on connecting with Gen Z. We aim to resonate with their lifestyles and preferences, and partnering with GDH allows us to tap into an established audience that values quality and creativity in both film and fashion.”
With a previous history of collaborating with new-generation artists and musicians, this partnership signifies a strategic pivot towards cinema, allowing YUEDPAO to further diversify its offerings and strengthen its market presence.
The Power of Movie Marketing
In Thailand, movie marketing is on the rise. Audiences now seek more than just a film experience; they crave a connection with the story, characters, and behind-the-scenes elements. This shift in consumer behavior is pivotal as it opens doors for brands to market their products through memorable cinematic experiences.
Why Gen Z? Understanding the Target Audience
- Strong Brand Loyalty: Gen Z tends to remain loyal to brands that resonate with their values and lifestyle.
- Preference for Experiences: This generation prefers experiential purchases; items connected to their interests or experiences show significance.
- Social Media Engagement: High engagement on platforms like Instagram and TikTok means that unique collaborations stand a chance to go viral.
- Desire for Quality: Gen Z appreciates quality over quantity, which aligns perfectly with YUEDPAO’s ethos.
A Sneak Peek into the Special Collection
The first special collection, inspired by the film ‘Lan Ma’, has already garnered positive responses from fans of both the movie and the brand. The T-shirts combine comfort with style, featuring designs that reflect the essence of the film.
Design and Production Details
| Design Name | Inspiration | Fabric Type | Price | Limited Editions |
|---|---|---|---|---|
| Lan Ma T-Shirt | Inspired by the film’s themes | Cotton-Polyester Blend | 390 Baht | 1,000 per design |
| Wiman Nam T-Shirt | Story-based design | Cotton-Polyester Blend | 390 Baht | 1,000 per design |
Sales and Feedback
Following the launch of the ‘Lan Ma’ collection, sales have exceeded expectations. Feedback from GDH movie enthusiasts has been overwhelmingly positive, highlighting the quality and comfort of the T-shirts. The collaboration not only created a tangible product for fans but also nurtured connection through shared interests in cinema.
The Strategic Importance of Quality
As Jina Osotsin, CEO of GDH 559 Co., Ltd., points out, “Our commitment to quality is paramount. Each shirt is crafted with care, ensuring it stands the test of time while remaining fashionable.” This focus on quality extends to the fabric, design, and overall consumer experience, affirming that both brands share a dedication to excellence.
Identifying Trends Within the Market
- Consumer Interest: Recent surveys indicate a rising interest in film-related merchandise, particularly among younger audiences.
- Fashion Meets Film: The intersection of fashion and film provides a fertile ground for collaboration, appealing to fans of both mediums.
- Social Media Influence: The ability to share their merchandise on social platforms allows fans to showcase their favorite films and related fashion items.
Beyond T-Shirts: Future Collaborations
As YUEDPAO and GDH continue to explore this successful partnership, possibilities for future collaborations are endless. With the evolving landscape of consumer preferences, brands can look forward to co-creating experiences that resonate deeply with audiences.
Anticipated Future Releases
With the success of the ‘Lan Ma’ collection, fans are eager for what’s next. The anticipated release of another collaboration based on the film ‘Wiman Nam’ is already generating buzz in social media circles.
Conclusion: A New Frontier in Marketing
The YUEDPAO and GDH collaboration highlights the lucrative potential of movie marketing. It showcases how brands can creatively engage with their audience and deepen their market reach by tapping into cultural interests, such as films. As trends evolve, this partnership serves as a strategic model for engaging Gen Z—proving that combining fashion and cinema may very well be the key to capturing the hearts and wallets of today’s youth.
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