How Consumer Identity Fluidity Influences Brand Collaborations: A Case Study of the KAWS x UNIQLO Partnership

Boxuan Zhao

doi:10.47297/wspciWSP2516-252776.20250905

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Volume 9, Issue 5

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How Consumer Identity Fluidity Influences Brand Collaborations: A Case Study of the KAWS x UNIQLO Partnership
How Consumer Identity Fluidity Influences Brand Collaborations: A Case Study of the KAWS x UNIQLO Partnership
Tianjin University of Commerce Boustead College, Tianjin. 300380, China
Vol. 9, Issue 5, Pages: 381-385(2025)
Published：30 October 2025
DOI：10.47297/wspciWSP2516-252776.20250905
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Zhao Boxuan.How Consumer Identity Fluidity Influences Brand Collaborations: A Case Study of the KAWS x UNIQLO Partnership[J].Creativity and Innovation,2025,09(05):381-385.
DOI：

Zhao Boxuan.How Consumer Identity Fluidity Influences Brand Collaborations: A Case Study of the KAWS x UNIQLO Partnership[J].Creativity and Innovation,2025,09(05):381-385. DOI： 10.47297/wspciWSP2516-252776.20250905.

摘要

Abstract

Against the backdrop of evolving contemporary social structures and deepening technological innovation

the value of exploring the topic of consumer identity fluidity has gradually become apparent. Numerous scholars and practitioners are now directing their attention towards this field

whose significance extends beyond refining disciplinary frameworks to offering practical guidance for resolving real-world challenges in brand collaboration practices. Despite the explosive growth of brand collaborations in recent years

existing academic research predominantly focuses on superficial dimensions such as brand asset synergy effects or marketing performance metrics

with few studies delving into the underlying mechanism of consumer identity fluidity. This study endeavours to transcend the narrow perspectives of existing co-branding research by examining the formative role of dynamic identity needs in shaping co-branding strategies. Employing an empirical analysis of the KAWS x UNIQLO collaboration

the research adopts a methodology combining in-depth interviews with three-stage coding. Findings reveal that consumers widely utilise collaborative products to achieve identity transformation

manifested through acquiring cultural group affiliations and fulfilling personalised self-expression. Success factors for brand collaborations can be summarised in three aspects: the reconstruction of symbolic value through limited-edition designs

heightened emotional resonance driven by artistic narratives

and the cross-pollination effect between street culture and mass-market apparel. This research compensates for the neglect of consumers' dynamic identity evolution within traditional brand collaboration theories. To accurately capture target consumers' identity aspirations in collaborative product design

enterprises must prioritise: the reconfiguration of symbolic value

innovative emotional narrative design

and the organic integration of cross-cultural elements. This study not only provides new theoretical ground for academia but also offers practitioners an operational framework for developing culturally resonant collaborative initiatives.

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references

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