Brand collaborations are old news to young consumers—and too many might be ruining the hype. 

Brand collaborations are old news to young consumers—and too many might be ruining the hype. The announcement of a new brand collab used to feel like Disney channel’s That’s So Suite Life of Hannah Montana crossover episode. The excitement around two brands teaming up on a new product or collection was unmatched, but now that pretty much every relevant brand under the sun has participated in a collab, Gen Z is simply unimpressed. Louis Vuitton and Supreme’s iconic partnership in 2017 “defined street style for years to come and arguably paved the way for the high-low collaborative aesthetic that has since inspired the likes of Jacquemus x Nike, Gucci x adidas, or YEEZY GAP.” The difference now is that the LV x Supreme products had 400% markups whereas the “YEEZY GAP ENGINEERED BY BALENCIAGA‘s hoodie now sells for a 33% premium.” YPulse research shows young consumers are interested in limited edition products, but ultimately their “must cop” mentality is dwindling and an oversaturation of collabs could be to blame. (HypeBeast)