AMBUSH Brand Analysis

01

A high-end luxury brand with two main lines of clothing and jewelry.

02

CONTENT ® 03

CONGLOMERATE & BRAND TIMELINE ®

15

PROMOTION ®

04

FOUNDERS‘ TIMELINE ®

16

CROSSOVER ®

05

BUSINESS MODEL CANVAS ®

17

NFT ®

06

GLOBAL MARKET ANALYSIS ®

18

SPECIFIC CUSTOMER PERSONAE ®

07

DOMESTIC MARKET ANALYSIS ®

19

INTERVIEW ®

08

PESTEL ®

20

QUESTIONNAIRES ®

09

SWOT ®

21-22

CROSSOVER & NFT LITERATURE REVIEW ®

10

COMPETITOR ANALYSIS ®

23-26

AMBUSH’S CROSSOVER & NFT PROPOSAL ®

11

PRODUCTS ®

27

CONCLUSION ®

12-13

PLACE®

28-29

REFERENCE ®

14

PRICE ®

30

APPENDIX ®

CONGLOMERATE & BRAND TIMELINE ® 03 2002 Ambush Design Company was founded

Founder&CEO: José Neves Date of establishment: June 2007 Headquarters: London, England Main business: Global luxuray E-tail

Subsidiary corporation Browns，Stadium Goods

Founder: Claudio Antonioli, Davide De Giglio, Marcelo Burlon Place: Milan, Italy Date of establishment: 2015 Acquisition date: 2019 Sub-brand:

Ambush

Palm Angels Off-White

Unravel Project

A Plan Application Heron Preston

Alanui

Opening Ceremony

New Guard Group An Italian contemporary luxury fashion production and distribution holding company.

In August 2019, Farfetch purchased the group for a total of US$675 million.

2008 Brand AMBUSH was founded 2015 AMBUSH started its ready-to-wear collections 2017 YOON leads AMBUSH teams as finalists in the LVMH Young Designer Awards

2020 NGG acquired a 70% stake in Ambush

2004 Yoon and Verbal found a conture jewelry line called Antonio Murphy & Astro 2009 AMBUSH has made iconic POW!, patterned necklaces and rings, which attracted lots of KOLs 2016 AMBUSH opens its first flagship store in Tokyo 2018 First fashion show at Amazon Fashion Week Tokyo 2022 AMBUSH launch a series of NFTS and its own proprietary metaverse

04

FOUNDERS’ TIMELINE ® Position:Found&CD Nationality:Korean American 1976 Born

1998 Graduated from Boston Uni

Before 1998 They met each other

1975 Born

1998 Graduated from Boston Uni

2008-2011 Handled the PR of Boys Club

2002 Co-founded the Ambush Design Company

2015 Was named to BoF 500~top 500 people influencing the Global Fashion Industry

2018 Was appointed as the new Dior Homme jewelry line designer

2004 They got married

Present She is also the creative director of the VEXABOX

2008 They officially founded the brand Ambush

2016 Position at LDH International Division, Japan

Verbal

Present He focuses on M-FLO and Metaverse

Position:Co-Found&Director Nationality:Korean

05

BUSINESS MODEL CANVAS ® KEY PARTNERS

KEY ACTIVITIES

· Consumers(who need RTW/ACC) · Supply channel (Swarovski, etc.) · Official offline partners (I.T,etc.)

SHOWROOM · Online shopping platform (Farfetch、Taobao、 Ssense,etc.) · Logistics(S.F., TNT, etc.) · Payment Channels (Alipay、Paypal、VISA,etc.) · Other Brands(BAPE、Beats、 Reebook、NIKE、BVLGARI、 CONVERSE,etc.)

· Product Development & Management · Brand & Product Promotion(Fashion show/Showroom/Art exhibition…) · Social Network Management

COST STRUCTURE

VALUE PROPOSITION

CUSTOMER SEGMENTS

CUSTOMER SEGMENT

· Very unique, avant-garde and youthful design · Demonstrate street culture style or subculture style · Make the wearer look affluent and fashionable

· Customer Service(offline) Combined self-service/customer · service(online) Social media helps brands to attract more customers · and also helps customers to comment or tweet to help promote the brand

· Singles are the main group Mid to high end, high income group Students make up · the majority, with the largest number of international students

KEY RESOURCES · Avant-garde designers · Lots of loyal customers

· Labor costs (design team, sales team, operation team, etc.) · Material costs (RTW, ACC) · Brand operation and promotion costs (media advertising, celebrity endorsement, PR, co-branding) · Offline space rental, utilities resources, store facilities · Online store server, agent store commission

CHANNELS · Offline stores (official direct sales, official licensing, buying stores) · Online website, APP (farfetch, taobao, I.T, etc.)

REVENUE STREAMS

· RTW & ACC sales revenue (official sales channel, agent sales channel) · NFT Sales Revenue

06

GLOBAL MARKET ANALYSIS ® Farfetch

Fashion market

The coronavirus pandemic in 2020 has pushed the world‘s economies into slumps. In 2021 the global fashion market siez had reached US$1547billion. Global fashion revenues are expected to rise rapidly, reaching US$1954 billion by 2026. By far, the US has the largest demand for fashion and reached the highest revenue, followed by China, which generates far more revenue than any other countries or alliance in the world. (Statista,2022)

1547 billion

2026

Figure1 Global fashion market size

Streetwear brand

According to Reuters statistics, from 2011 to 2017, the global streetwear market size has kept rising.

According to the figure 5 and 6, the high-end streetwear brands are the most acceptable levels in the market.(Hypebeast，2019)

Farfetch Group's GMV is set to reach a record of around $4.2 billion in 2021. Farfetch's key markets in 2021 remain focused on digital platforms, with its digital GMV growing from $2.76 billion in 2020 to $3.68 billion in 2021.

What’s more, AMBUSH's parent group, NGG and its brands are the main contributors to Farfetch's profitability, please see more details in figure 3 .(Farfetch 2021 annual report)

1954 billion

2021

175 billion

60 billion

2011

200 billion

75 billion

2013

4.2 billion

2015

2017

Figure4: Global streetwear market size

0%

3 billion 2 billion

2019

2020

2021

Figure2: Farfetch’s GMV 2019-2021 13.6%

Revenue Gross profit

11.9%

Figure3 NGG profit and gross profit growth rate in 2021

20%

40%

65%

80%

100%

Supreme

78.3%

Off-White

65.2%

BAPE

36.6%

Stussy

33.2%

Palace

27.3%

Carhartt WIP

22.1%

Vetements

21.9%

Figure5: Global popularity of streetwear brands in 2019

DOMESTIC MARKET ANALYSIS ® 0

50,000

100,000

150,000 200,000 250,000 300,000 350,000 400,000

China

353,189.79

India

78,817.83

Japan

48,217.36

South Korea

China is the world's largest fashion exporter and currently the largest fashion market in Asia. (Statista,2022)

36,988.38 18,142.35

Indonesia

9,276.81

Bangladesh

Figure6: Asia fashion market size 62.8%

In-store 26%

Hybrid 28%

Online 46%

Figure7 Primary shopping methods for fashions used among consumers in China 2021

According to the survey, 46% of Chinese respondents will primarily buy retail fashion online in 2021, and 28% using all channels (National Retail Federation,2022). And high-end brands are more adept at using digital marketing to engage consumers (QuestMobile,2022).

26.6% 10.6% Low-ends

Mid-range High-ends

Figure8 Distribution of digital marketing audience engagement in fashion industry in China 2021

Domestic Gen Z young people prefer streetwear brands the most, with 24% support for streetwear brands in the domestic market. Because they believe streetwear brands are more in line with their personality and values. Please see more details in figure 10 and 11.

(Statista,2021)

0

2

4

6

8

10

12

14

16

Domestic brands

13.6

Fast fashion

12.5

0% Streetwear brands

5%

10%

15%

20%

25%

24.3%

Affordable luxury

21.3%

Fast fashion

17.9%

Sportswear brands

12.1

Streetwear brands

9.8

Domestic brands

Affordable luxury

17.3%

9.8

International luxury

7.7

Sportswear brands

12.2%

International luxury

6.9%

Figure9 Frequency of fashion category purchases by young Chinese Gen Z in 2020 (per week)

30%

Figure10 Fashion categories favored by young Chinese Generation Z in 2020

07

08

PESTEL ® Political

Economic

Socialcultural

Technological

Environmental

Legal

1. Japan's foreign trade policy The MFN rate of Japan on foreign trade having fallen from 6.3% to 5.8%, and China has replaced United States as Japan's largest trading country. (Japan Trade Policy Report) 2. China's welcome to foreign brands The total Chinese fashion tariff level has reduced from 9.8% in 2017 to 7.5%, and China is encouraging foreign brands to import. (Department of Tariffs, Ministry of Finance, People's Republic of China,2018) 3.Cross-border e-commerce China attaches extra importance to cross-border e-commerce and has built and upgraded several comprehensive pilot zones for cross-border e-commerce. (State Council of the People‘s Republic of China，2022)

1.Marketing:Technological innovation has led to the development of media and promotional tools, especially some new promotional tools such as 3D advertising, holographic projections and AR products.

2.Products Technology has made it easier to produce clothing and has pushed the emergence of NFT and virtual clothing.

3. E-commerce 5G e-commerce: The development and promotion of 5G allow users to order their favourite products conveniently on the internet.

Logistics: Logistics is the key to e-commerce, which makes the overseas shopping faster.

1. GDP rose by 6.11% in 2021 compared to 2020.

(Statista,2022) 2. 2021 Chinese retail sales of fashion reached a record high spending amount at $138.9billion. The Chinese fashion market is the second largest in the world and the first in the Asia Pacific region.

(Euromonitor,2022) 3. The Japanese exchange rate has been in a state of decline in recent years, especially this year when it has reached a 24 years low, other countries are more willing to buy Japanese brands.

4. On 5 February 2022, New Guards Group, a subsidiary of Farfetch Limited, completed the acquisition of 70% of the outstanding shares of Ambush for $121 million. (Farfetch 2020 annual report)

1. Sustainability Sustainability requires clothing brands to be more environmentally conscious, to use more environmentally friendly materials and to produce recyclable products.

2.Weather Global warming leads to more demand for summer clothing and less demand for winter clothing.

1. Social disposable income 2021, China's per capita disposable income grows to around $5000.

2. Skateboarding culture Streetwear brands has taken the world by storm with the spread of skateboarding culture, eg. Supreme, Palace, Thrasher.

3. Changing consumer groups Hip-hop culture and subculture are the most popular culture among young people of Generation Z. 4. Tobacco culture The global market for the use of tobacco products (cigarettes, cigars, e-cigarettes) is growing, lots of fashion brands take tobacco as their design inspirations.

Every country has laws to protect the originality of the fashion industry.

S

1. AMBUSH belongs to the NGG under Farfetch, which has sufficient funds.

2. AMBUSH has many resources to support its multiple marketing initiatives.

3. AMBUSH’s design is very innovative and has a unique appeal to consumers.

4. AMBUSH is quick to accept new things and catch the fashion trends, such as Metaverse and NFT.

1. The global economy is on rising, and people have more money to spend on fashion.

2. Some countries have reduced tariffs and are more friendly to imported products.

3. Street fashion is a very popular category among Gen Z. 4. AMBUSH is expanding its channels, including global offline shops and online platforms.

W

09

SWOT ® 1. AMBUSH has only been established for 10 years and lack of brand history.

2. AMBUSH is lacking an iconic logo.

3. AMBUSH's pricing is unreasonable and generally high, with poor quality control.

4. The number of AMBUSH global offline shops is insufficient, which results in insufficient stocking and few product displays.

OT

1. There are more and more global streetwear brands all over the world, especially in China. AMBUSH is under the competitive pressure.

2. Fakes and imitations are becoming more and more common. It is hard to completely wipeout them.

3. With multiple brands launching the metaverse, it is also a challenge to make AMBUSH's own metaverse related products more prominent.

10

COMPETITOR ANALYSIS ® Brands

Country

Price

Product categories

Social media

Partner brands

SWOT

United States 2012

RTW: JPY ¥22000-994000

RTW ACC OTHERS: furniture, home furnishings, tableware, umbrellas

S 1. Fashionable design 2. Highly recognizable 3. More NIKE、 brands to collaborate 4. Sales channel is enough JIMMY CHOO、 IKEA、RIMOWA、 W 1. High price 2. Not high quality O 1. Streetwear culture is on trend 2. New design team 3.

Chrome Hearts Parent company Farfetch willing to invest T 1. Competitor's promotion 2. Customer loyalty 3. Fake

Korea 2014

RTW: $315-2253 JPY ¥46236- 330699

RTW ACC

/

China 2018

RTW: CNY ¥48-1699 JPY ¥980-34708

RTW ACC

XLARGE®、 Hajime Sorayama

S 1. Price 2. Quality 3.Customer loyalty 4. Numerous retail stores W 1. Not enough fashion 2. Less international promotion O 1.Collaboration 2.Chinese market support for domestic brands T 1. Trade war 2. Increase of domestic streetwear brands

Italy 1982

RTW: EUR 140-1347 JPY ¥19945-191900

RTW ACC

Supreme、New Balance、NIKE

S 1. Quality 2. Technical textiles 3. Stores and promotions 4. Brand history W 1.Design is clasical 2.Price O 1. Increased demand for technical textiles 2. Different climatic markets T 1. Increased cost price

S 1. Stylish design 2. Unique designs 3. KOL brand endorsement W 1. Less purchase channels and promotion 2. Brand history O 1. Brand collaboration 2. Celebrity collaboration 3. Capital investment T 1.Competitors 2.Fake

Classical

11

PRODUCTS ®

USP ®

2022 SKU (READY-TO-WEAR)

2022 SKU (ACC)

The brand's iconic [®] and bold logo have become very popular.

During the brand's development, lots Ambush products made with the POW! Ready-to-wear: sweatshirts with dirty braids and drawstrings designs; casual collection with more bright colours Jewelry: industrial, with a variety of lifestyle elements - pins, bolts, etc.; functional and practical, with a unique lighter case design.

PLACE®

12

Ambush workshop Vertical retail stores & Department stores Multi-brand stores

AMBUSH® SHANGHAI WORKSHOP L1, Stone House, Taikoo Li Qiantan, 500 Dongyu Road, Pudong, Shanghai

AMBUSH® WORKSHOP Shibuya-ku, Shibuya 1-22-8, Tokyo

AMBUSH® WORKSHOP 2 Parco Shibuya Department store, Tokyo

PLACE® Six pop-up stores(2022)

OFFLINE In addition, AMBUSH has more than 200 offline channels, including luxury department stores(Selfridges, Harrods, Browns, etc.), multi-brand stores(I.T, WHY ARE YOU HEAR? ,etc.).

ONLINE Ambush has three official online channels(official website, Taobao, Farfetch) and some 3rd parties(YOOX, I.TSHOP, Selfridges, ect.)

13

Dubai, UAE

Seoul, South Kerean Istanbul, Turkey

New York, USA

Berlin, Germany

PRICE ® Prices of men’s and women’s（JPY¥）

Accessories Price Pyramid NECKLACE 24000-1081000

BRACELET：22000-831000

Men VS Women

RING：25000-126000 EARRINGS：15000-142000 GLASSES:34000-65000

Price Description

S/S clothes(JPY¥25,000-JPY¥80,000) < F/W clothing(over JPY¥80,000,even someone over JPY¥10million) The prices of AMBUSH’s products are basically 10,000 yen or more, with the zeroes ending in 000.

Compared to OFF-WHITE

OFF-WHITE's prices do not vary much across all styles and are relatively tidy, but AMBUSH's prices range is wider. To elaborate, AMBUSH's tops are cheaper than OFF-WHITE's, except for individual garments made of special materials, but its accessories are more expensive than OFF-WHITE's. Both brands have similar pricing for bottoms.

14

PROMOTION ® AD

Poster-based Every season AMBUSH produces carefully designed and decorated campaigns, and each one with a very different and innovative theme. AMBUSH posters are usually displayed around offline stores, on the street, on social media front pages, etc.

Journals and Magazines AMBUSH and its managers YOON and VERBAL have been featured in several fashion magazines such as DAZED and Vogue.

AC&EX

Celebrity campaign AMBUSH has a lot of celebrities(G-dragon, Jay Park Ouyang Nana, Yiyangqianx,etc.) and KOLs marketing. The mastermind YOON has a lot of resources in this area.

Art Exhibitions AMBUSH opens art exhibitions and co-branded art exhibitions in different countries.

PR

FASHION SHOW Fashion shows are the main way in which AMBUSH promotes its brand and products each fashion season. Not only present offline at MILAN, PARIS, but also online in metaverse.

Charity AMBUSH has joined forces with 20 other Japanese brands to launch a charity T-shirt in support of the #blacklivesmatter movement.

15

Word of Mouth Marketing

Social Meida is the main word of mouth marketing communication to AMBUSH.

2022 AMBUSH x ASTRO BOY

by BAIT at SKP-S in Beijing

CROSSOVER ®

AMBUSH® × NIKE

Launch channels

Offline: AMBUSH Workshops, NIKE authorized retailers Online: AMBUSH & NIKE official website Type of sales: Lottery. If lottery sale is not completely sold out, it will be sold on the official website

Promotion

Mainly online, offline as a supplement ·Celebrities and KOLs try them on · Official website and social media · Lookbooks and physical presentations in offline shops

AMBUSH® × BVLGARI

AMBUSH® × BEAT

AMBUSH® × CONVERSE

AMBUSH® × ASTROBOY by BAIT

AMBUSH® × I.T POP UP STORE

AMBUSH® has partnered with I.T. to open two AMBUSH® Pop-up stores in Parkview Green Fangcaodi, Beijing ( October 8, 2021) and Xintiandi, Shanghai (February 2022).

16

17

NFT ® AMBUSH × Zellerfeld 100S Clog

Shoes were designed good and recyclable

by AMBUSH & Zellerfeld(3D printing technology company), which are available in physical and NFT version(Owning a 'POW!' RING can be a preemptive purchase).

Official website:ambushdesign.io

SILVER FCTRY

AMBUSH metaverse: SILVER FCTRY

POW! ®RINGS

AMBUSH's NFT rings, of which POW!® ENERGON is the first NFT and also the rarest, with only 99 pieces.

AMBUSH × imma Imma(Japan’s first virtual model) was AMBUSH's first virtual KOL for Metaverse and NFT, and AMBUSH gifted imma POW!®ENERGON, which was a great online promotion.

AMBUSH × TMALL

An [M-TRACE Sudden Boundary] NFT when buying any of ambush's [Selected Spikes] at Tmall from 20:00 on 26 May 2022.

The NFT uses Ant blockchain technology and users can view the NFT on the Tmall digital collection platform and can try it on virtually.

AMBUSH × Monkey Kingdom A T-shirt designed by AMBUSH & Monkey Kingdom(A famous NFT IP), which allows customers to have a same physical one.

OTHER NFT

SPECIFIC CUSTOMER PERSONAE ® 18 Demographical

Psychological

Geographical

Gender

Lifestyle

Country

Age

Purchasing motive and

Male/Female

Subculture/Hippie

Young (18-28)

behavior

Ethnicity

Product choice/star effect

Asian/White

Purchase time

Single

Hip-hop/Rap/Street

Marital status Life stage

Dependent/Pre-family Education

University(especially Asian international students) Income High

Interests and hobbies dance/DJ Attitude

Most are loyal,a few are impulsive

Shopping mode Main: Online

China/Japanese/American Climate

Temperate

Residential environment Urban

Shopping location

Within walking distance

19

INTERVIEW ® Zoey Wang

22-30yr.

AMBUSH Shanghai workshop Store Manager

from all over China

DRESSING STYLE

mostly S and M sized, dressed in avant-garde style.

Sales: Tops and accessories are sell better, with a certain amount of return customers.

OPINION ABOUT AMBUSH

Shanghai workshop has had a pop-up store with I.T., in addition to inviting some KOLs from Little red book and Tiktok to ring in and promote.

CO-BRANDING & NFT: AMBUSH's co-branded products are more popular with customers; a small amount of knowledge about NFT; think the idea of co-branding & NFT is very good and more supportive; the product category is suggested to be T-shirts or trendy toys, combining offline and online as much as possible.

Billy

Customer

20yr.

Marchant

Operations Manager of PROJECTJION

USYD student living expenses $3500/month

DRESSING STYLE

wears size L, likes vintage and functional clothing, prefers mid to high end brands for clothing and luxury brands for accessories, mainly jackets and accessories

OPINION ABOUT AMBUSH

I have bought it. I think the quality is good, but the price is expensive

CO-BRANDED & NFT

I have bought AMBUSH X NIKE; I know about NFT, but I don‘t know about AMBUSH’s NFT; I think NFT can raise the public‘s awareness of AMBUSH; I support the combination of co-branded & NFT, and the category suggested is mystery box trendy toys, similar to POP MART, and I will buy and promote it after the sale.

29yr.

AMBUSH fan

DRESSING STYLE

wearing AMBUSH X NIKE shoes on the day of the interview; usually likes Japanese minimalist style and workwear, occasionally wears streetwear.

OPINION ABOUT AMBUSH

I like the brand AMBUSH and its manager, and I often buy AMBUSH products; I met the manager of AMBUSH when I represented the brand PROJECTJION at a fashion event, and I think he is very design-minded.

CO-BRANDING & NFT

I know some of AMBUSH co-branding and often buy AMBUSH co-branded products, my favourite being the AMBUSH co-branded NIKE DUNK SB series and the AMBUSH co-branded Astroboy toys; I have some knowledge of NFT but have not bought it; I support this suggestion and think it is a future trend that their brand can learn from; category suggestions are Jewellery, trendy toys is also acceptable.

20

QUESTIONNAIRES ® BRAND AWARENESS

Nearly half of the respondents to this questionnaire were aware of AMBUSH, and they mainly found out about the brand on social media platforms (e.g. Weibo, Little red book, Instagram, etc.)

ABOUT CROSSOVER & NFT

Others 54.9%

Figure11: Brand awareness of AMBUSH

About Co-branding & NFT Around 30% of those questionnaire were aware of AMBUSH NFT. The majority of people were not aware of the new form of co-branding & NFT, with a few having heard about it in the metaverse community and in some media. About 60% of people are willing to try this new prooduct, considering the design, celebrity and popularity, and the price of $150-$300 is considered appropriate. With 52% of people choosing the category around which the product is designed, it is clear that co-branded & NFT products are more popular when designed around trendy.

ABOUT CROSSOVER

Social media 68.84%

Know it 45.1%

Others 31.16%

Figure12: People's perception channels

Of those who are aware of AMBUSH, 60% have heard of or even know about AMBUSH's co-branded products, and of this group, 35% have purchased its co-branded products. The co-branded with NIKE DUNK SB is the most popular. People would prefer AMBUSH to continue to expand its co-branding, especially with trendy toys.

55.13%

55.92%

Overall score 6.03

Know it 13.16% Know only a little 16.72%

55.13% of respondents ranked co-branded products with NIKE as their top choice.

TRENDY TOYS 52.24%

The most popular Crossover & NFT categories and support rates

Others

Figure13:AMBUSH's co-branding that people want

Know nothing about it 70.2% Figure15: People’s awareness of Crossover & NFT

Trendy toys

ABOUT NFT

More than 50% of these questionnaire are willing to buy NFT, mainly for the purpose of collecting and supporting a brand they like.

Unwilling 35.51% Willing to buy 64.49% Figure14:People's willingness to purchase NFT

CROSSOVER & NFT LITERATURE REVIEW ® 21

DEFINITION Crossover：

According to WILL KENTON (2020), crossover was originally started in the fashion and accessories industry. Crossover can also be referred to co-branding, where different brands or designers combine to create a collection or item, including brand to brand, brand to designer, designer to designer, in order to increase the price and value of the product or collection. The first crossover product can be traced back to the 1937 collaboration between Elsa Schiaparelli and Salvador Dali with the lobster dress.

The current situation: With the development of the market, crossover is not limited to the fashion industry, but has extended to various industries.

With crossover in cars, electronics, daily items, toys, etc. and even digital information and advertising. The range of crossover is also growing, with the emergence of fashion brands and technology companies, fashion brands and wine brands, and games etc. However, no matter the crossover changes, the original intention is to work together to marketing brands and products.

NFT：

According to wikipedia (2021), Non-Fungible Token(NFT) is a unique digital identifier that cannot be copied, substituted, or subdivided, that is recorded in a blockchain, and that is used to certify authenticity and ownership. The ownership of an NFT is recorded in the blockchain and can be transferred by the owner, allowing NFTs to be sold and traded. current situation： The added value(physical value and investment value) of NFT is getting higher and higher, and more and more fashion brands is expending their NFT collections in Web 3.0.

Integration: In the fashion industry, NFT and Crossover are combined in two ways.

1. After co-branding with a brand, the brand co-creates an NFT with several co-branding features, which has all the values of a co-brand. And the NFT can be perfectly linked to the offline physical products, which are available online and offline together.

The current situation: only a few fashion brands(Adidas & Prada, AMBUSH & Zellerfeld) have released brand co-branded NFT.

Brand A x Brand B

Crossover

NFTs Brands x Metaverse IP

NFT

2. The brand Crossover with a metaverse IP. Fashion brands are new to this field and are using their own popularity in the real world to talk about cooperation with virtual IPs, thus expanding the popularity of fashion brands in the virtual field. current situation: The fashion industry is now co-branded lots with well-known virtual IPs.

CROSSOVER & NFT LITERATURE REVIEW ® 22 Case study

Analysis of Co-branding in NFT Adidas & PRADA This product is an NFT, a combination of 3000 different NFTs created by fans of Adidas & Prada.

80% of the profits from this NFT go to Slow Factory, with the remaining 20% going to the artists and these 3,000 creators. This NFT product is not only a great promotion for the Adidas x Prada products this season, but also for branding in long terms.

Analysis of branding&IP in NFT LI-NING & Bored Ape Yacht Club Li Ning licensed the use of #4102 "Bored Ape" (an NFT avatar project created by Yuga Labs) and promoted a series of co-branded products with Bored Ape. This co-branding has helped Li Ning accumulate a huge fan base in the virtual world, and is also a huge attempt to use the virtual IP for secondary creation.

Importance：

Technology: Creating NFT into web3.0 can make up for the lack of fashion brands in the technology direction and expand their circle of revenue in the technology field.

Marketing: Fashion brands can use Crossover & NFT to expand their advertising channels and attract a high-quality customer base from the metaverse community.

Branding: The layout of the metaverse is an expansion of the brand itself, a way of exploring new areas and an important means of increasing brand endorsement.

Conclusion To sum up, it is imperative for fashionable trendy brands to collaborate with NFT.

23

AMBUSH’S CROSSOVER & NFT PROPOSAL ® ®

MOTOCYCLE

FUR COAT

TAOIST ROBE

UNITS DROP DATE PRICE AVALIABLE AT ATTRIBUTES +RARITY PURCHASE RULES

AMBUSH NIKE POP MART

FUR COAT

AMBUSH

NIKE

POP MART

TAOIST ROBE

PHYSICAL EVENT ACCESS

PHYSICAL MERCH ACCESS

DIGITAL EVENT ACCESS

RTW：AMBUSH X NIKE BIKER CLOTHING IN SET FTW：AMBUSH X NIKE DUNK SB IP:SKULLPANDA

RTW：AMBUSH X NIKE FUR COAT (MINT GREEN) FTW：AMBUSH X NIKE DUNK SB IP：SKULLPANDA

RTW：AMBUSH X NIKE TAOIST ROBE FTW：AMBUSH X NIKE DUNK SB IP：SKULLPANDA

THOSE WHO HAVE DRAWN THE MOTOCYCLE MODEL IN THE PHYSICAL MYSTERY BOX ARE ELIGIBLE TO ENTER THE DRAW THOSE WHO HAVE PURCHASED ALL AMBUSH X NIKE PRODUCTS ARE ELIGIBLE TO ENTER THE DRAW POW!® ENERGON HOLDERS ARE ELIGIBLE TO ENTER THE DRAW

THE LOTTERY IS OPEN TO THOSE WHO DRAW THE FUR COAT MODEL IN THE PHYSICAL MYSTERY BOX POW!® GLOW IN THE DARK OWNERS WILL BE ENTERED INTO A DRAW FOR THE RIGHT TO PURCHASE THE ATTENDANCE TO AMBUSH X NIKE X POP MART OFFLINE POP-UP STORE HAVE THE RIGHT TO DRAW

STORE EVENTS: ALL AMBUSH X NIKE FOLLOW-UP LAUNCHES ALL SUBSEQUENT AMBUSH X POP MART LAUNCHES AMBUSH POP UP STORES IN ASSOCIATION WITH NIKE OR POP MART FASHION SHOWS

STORE EVENTS: ALL AMBUSH X NIKE FOLLOW-UP LAUNCHES ALL SUBSEQUENT AMBUSH X POP MART LAUNCHES AMBUSH POP UP STORES IN ASSOCIATION WITH NIKE OR POP MART FASHION SHOWS

YES. CUSTOMER CAN PARTICIPATE IN SOME OF THE AMBUSH CROSSOVER ACTIVITIES

FUTURE PRIVILEGES TO PURCHASE AMBUSH X NIKE X POP MART PHYSICAL MYSTERY BOXES, NFT FUTURE PRIVILEGES TO PURCHASE AMBUSH X NIKE ONLINE AND OFFLINE PRODUCTS PRIVILEGE TO PURCHASE AMBUSH X POP MART ONLINE AND OFFLINE PRODUCTS IN THE FUTURE PRIVILEGE TO PURCHASE AMBUSH RARE NFT

FUTURE PRIVILEGES TO PURCHASE AMBUSH X NIKE X POP MART PHYSICAL BLIND BOXES, NFT FUTURE PRIVILEGES TO PURCHASE AMBUSH X NIKE ONLINE AND OFFLINE PRODUCTS FUTURE PRIVILEGES TO PURCHASE AMBUSH X POP MART ONLINE AND OFFLINE PRODUCTS

UNLOCKS EXCLUSIVE FOR SOME FUTURE AMBUSH CROSSOVER PRODUCTS

POW!® REBOOT OWNERS WILL BE ENTERED INTO A DRAW FOR THE RIGHT TO BUY A LOTTERY IS OPEN TO THOSE WHO DRAW THE TAOIST ROBE MODEL IN THE PHYSICAL MYSTERY BOX. 2022.12.1 - 12.31 AMBUSH CUSTOMERS WHO PURCHASE $500 OR MORE AT AMBUSH WILL BE ENTERED INTO THE DRAW (WORKSHOPS, BOUTIQUES, DEPARTMENT STORES, OFFICIAL ONLINE CHANNELS)

24

AMBUSH’S CROSSOVER & NFT PROPOSAL ® AMBUSH x NIKE x POP MART Launching Plan：

Pre-sales One month before the launch, AMBUSH will invite KOLs to try out the mystery boxes and post them in various social media.

Posters and animated ADs can be promoted in shopping malls, underground, street screens, 3D screens,etc.

On sales The offline shops and pop-up stores will release AMBUSH x NIKE x POP MART products. The pop-up stores will invite celebrities and KOLs, and customers who come to the pop-up stores will gain more chances to purchase the NFT ‘FUR COAT’.

Please see the detailed pop-up stores marketing plan under below: Post-sales AMBUSH will host the NFT Art Show in several cities, which features the AMBUSH x NIKE x POP MART collection on sale this time as well as all other AMBUSH NFT products.

City New York

Shanghai

Tokyo

New York

Location

Virtual KOL

Style

Number Other KOLs of followers

Number of followers

Pros

@parisservin

@Lee.um

@Noonoouri

@Diandilahai

@geminiccasa

@AYAYI

25

AMBUSH’S CROSSOVER & NFT PROPOSAL ® Marketing objectives Specific

Revenue from the sale of all three NFTs and physical mystery boxes

Measurable

the numeber of users who are interested, particicipated, accepted AMBUSH’s crossover & NFT

Attainable

Products(based on AMBUSH’s crossover products and NFT products), customers(based on AMBUSH’s current customers and potential customers) and KOLs(based on AMBUSH’s current KOLs and potential collaborate KOLs, including physical and virtual KOLs)

Increase in product categories, online & offline customers, consumer suggestions, brand endorsement

Short time goal:

1. 2022.12.1 - 2022.12.31 Plan to sell 3million units of physical mystery boxes ； 2. 2023.1.15 NFT is expected to sell out within one hour after issued； 3. After the 2022.10-2023.2 campaign, AMBUSH's exposure on all social media platforms can increase by more than 150million and Ambush's entire official social media following can grow by 90,000+.

Long time goal:

Relevant

1. Expand the direction of the brand and enhancing its endorsement； 2. Increase the brand‘s current revenue stream and increase revenue from Crossover orientated products； 3. Promote the brand in the WEB 3.0 era and make it stand out from other brands, especially in the mid-to-high-end trendy segment； 4. To better position itself in the highly competitive metaverse economy, using that direction as a strong advantage.

Time-bound: 2022 Preparation Advertisements Offical Social Media Apps Media(TV/MAG,etc.)

KOLs/Influencers Superstars Events Blind box Launch NFT Launch KPIs Analysis

Aug

Sep

Oct

Nov

Dec

Jan

Feb

Mar

26

AMBUSH’S CROSSOVER & NFT PROPOSAL ® Cost

Offline mystery box launch: 1.12.2022 - 31.12.2022 Mystery Box Price: $29.90 Launch platform Offline: AMBUSH official shops, AMBUSH crossover pop-up stores, AMBUSH authorised department stores, POP MART offline shops Online: AMBUSH online shop, POP MART online shop, POP MART online box drawer

BUDGET ALLOCATION SALES ANALYSIS

NFT launch date: around 2023.1.15 Price of ‘MOTOCYCLE’: N/A Price of ‘FUR COA’: 0.5ETH Price of ‘TAOIST ROBE’: 0.5ETH Launch platform: ambushdesign.io Secondary platform: Opensea

NFT ®

Revenue

Profit=Revenue-Cost

27

CONCLUSION ® Nowadays, it is essential for mid-to-high end fashion brands to learn about their most prominent strengths and use them to enhance their brand. It is an important tool to help them increase their market share and capture the market.

WEB3.0 is developing at a rapid pace, and it is a very effective way for mid-to-high end trendy brands to move into WEB3.0 while taking advantage of the unique designs. AMBUSH, one of the first mid-to-high end trendy brands to explore web3.0, has combined its proud marketing tactic of crossover with. This is the most direct and effective way of marketing the brand.

AMBUSH x NIKE x POP MART

MYSTERY BOXES & NFT THANK YOU FOR CHOOSING US!

REFERENCE ® AMBUSH x NIKE x POP MART series blind box has three models, MOTOCYCLE is the rarest of them all. SKULLPANDA is wearing

AMBUSH co-branded NIKE motocycle and DUNK SB on her feet.

Books

28

Fashionary.(2019). The Fashion Business Manual. 2nd edn. Hong Kong: Fashionary International Ltd. Kapferer,J-N.(2008). The New Strategic Brand Management: creating and sustaining brand equity long term. 4th edn. London: Kogan Page.

Posner,H.(2015). Marketing Fashion: strategy,branding and promotion. 2nd edn. London: Laurence King Publishing Ltd. 50Minutes.com.(2016). The SWOT Analysis: A key tool for developing your business strategy. Ixelles, Brussels Region: Plurilingua Publishing.

Online source

Ambushdesign.com.(2022). AMBUSH’s official website.[online] Available at: https://www.ambushdesign.com/ (Accessed 17th March ).

Ambushdesign.io(2022). AMBUSH’s metaverse.[online] Available at: https://ambushdesign.io/ (Accessed 26th July).Bandhu,M.(2021). Company Analysis and Marketing Strategy for Ambush.[online] www.slideshare.net.

Available at: https://www.slideshare.net/monishabandhu/ambush-245861038 (Accessed 14th May).

Blank,T.(2016). Verbal and Yoon’s New Plan of Attack.[online] businessoffashion.com. Available at: https://www.businessoffashion.com/articles/retail/verbal-yoons-ambush-worksoph-jewellery-fashion-store/ (Accessed 14th March).

Dazed.(2022). Yoon Ahn on the metaverse, desert island essentials, and killer pasta.[online] dazeddigital.com. Available at:https://www.dazeddigital.com/fashion/article/55564/1/yoon-ahn-metaverse-bella-hadid-milan-fashion-week-aw22-ambush-bitcoin (Accessed 21th April).

Discord(2022). AMBUSH Official on Discord.[online] discord.com. Available at: https://discord.com/channels/922739236782891018/ (Accessed 27th July).

Farfetch.(2022). Financial Report(2020-2022).[online] farfetchinvestors.com. Available at: https://www.farfetchinvestors.com/financials-and-filings/financial-reports/default.aspx (Accessed 2nd July).

HoloFestival.(2020). AMBUSH: A Japanese-based brand that is popular in Europe and America.[online] weibo.com. Available at: https://weibo.com/ttarticle/p/show?id=230940455167690342424 (Accessed 25th April).

Martinelli,A.(2020). Alice Martinelli x Ambush.[online] issuu.com. Available at: https://issuu.com/alice.martinelli/docs/uuuu_7731cb37ec3a58 (Accessed 3rd June).

Opensea.io(2022). The world’s first and largest digital marketplace for NFTs.[online] Available at: https://opensea.io/ (Accessed 26th July).

Opensea.io(2022). The world’s first and largest digital marketplace for NFTs.[online] Available at: https://opensea.io/ (Accessed 26th July).

Smzdm.com.(2021). Brand introduction of AMBUSH.[online] Available at: https://pinpai.smzdm.com/61451/gushi/ (Accessed 15th March).

Tmall(2022). AMBUSH Official Flagship Store.[online] tmall.com. Available at: https://ambush.tmall.com/ (Accessed 8th March).

Theuring,A.(2017). Co-Branding. Strategy to strengthen brands. 1st edn. Munich: GRIN Verlag.

Zukunt,M.(2007). Co-Branding. 1st edn. Cologne: JOSEF EUL VERLAG GmbH. Fortnow,M.,& Terry,Q(2022). The NFT Handbook: How to Create, Sell and Buy Non-Fungible Tokens. 1st edn. Hoboken,New Jersey: John Wiley & Sons, Inc. Fernandez,C.(2020). Off-White Backer Adds Ambush Brand to Its Portfolio.[online] businessoffashion.com. Available at: https://www.businessoffashion.com/articles/luxury/off-white-backer-adds-ambush-brand-to-its-portfolio/ (Accessed 19th April) Wikipedia.(2022). Non-fungible token.[online] en.wikipedia.org. Available at: https://en.wikipedia.org/wiki/Non-fungible_token (Accessed 15th July) Hypebeast.(2022). HYPETALKS Will Dive Into the "Karafuru x HYPEBEAST x atmos" NFT Project.[online] Available at: https://hypebeast.com/2022/5/hypetalks-karafuru-hypebeast-atmos-nft-project (Accessed 22nd July) Kyle.(2022). China Li-Ning co-branded “Bored Ape Yacht Club”, why do sports brands frequently incorporate NFT? [online] Available at: https://www.529c.com/a/8319.html (Accessed 29th July) Zimmer,L.(2022). Prada and Adidas co-branded the first NFT, boldly constructing a new virtual illusion in the fashion world? [online] thefemin.com. Available at: https://thefemin.com/2022/02/prada-adidas-nft/ (Accessed 22nd July) CILE.(2022). Brands have launched NFT, IP co-branding marketing is still meaningful? [online] chinalicensingexpo.com. Available at: https://http://www.chinalicensingexpo.com/exponews/1667.html (Accessed 19th July) Dan,A.(2021). NFTs Reshape Brand Marketing In The Creator Economy. [online] forbes.com. Available at: https://www.forbes.com/sites/avidan/2021/09/13/nfts-reshape-brand-marketing-in-the-creator-economy/?sh=78e73589da2d (Accessed 13th July) Hypebeast(2022). AMBUSH® Connects With Zellerfeld For a 3D-Printed 100S Clog. [online] hypebeast.com. Available at: https://hypebeast.com/2022/6/ambush-zellerfeld-100s-clog-release-info (Accessed 1st August) Kim,Y.(2022). AMBUSH joins forces with Monkey Kingdom on exclusive nft release. [online] hypebae.com. Available at: https://hypebae.com/2022/5/ambush-monkey-kingdom-nft-collaboration-t-shirt-metaverse-launch-info (Accessed 3rd August) Yohogirls.(2021). 2021FW AMBUSH® X I.T Flash Store Arrives in Shanghai Xintiandi. [online] Available at: https://http://www.yohogirls.com/news/index-22561-0-0.html (Accessed 3rd August) Ju,L.(2020). What Is Co-Branding? [online] Available at: https://www.thebrandingjournal.com/2020/10/what-is-co-branding/ (Accessed 15th August)

IMAGE REFERENCE ® Introduction

https://www.logosvgpng.com/farfetch-logo-vector/ https://www.crunchbase.com/organization/new-guards-group https://hypebeast.com/2019/1/yoon-ambush-converse-collaboration-fall-winter-2019-teaser

Product

https://www.ambushdesign.com/en-sg/shopping/multicord-hoodie-16250921 https://www.ambushdesign.com/en-sg/shopping/safety-pin-charm-earring-925-17020728 https://www.lyst.com/shop/ambush-rings/ Place https://www.ambushdesign.com/en-sg/universe/news/ambush-shanghai-workshop-grand-opening https://www.ambushdesign.com/en-sg/universe/news/ambush-opens-spring-summer-2022-pop-up-stores-worldwide https://twitter.com/YOON_AMBUSH/status/1196930504806658048 https://twitter.com/ambushdesign/status/1344116078759260167 https://twitter.com/ambushdesign/status/1519349637483835392 https://www.instagram.com/p/CcIS2XzP9p6/ https://www.instagram.com/p/Cc23UEUth0T/ https://ambush.tmall.com/ htthttps://www.farfetch.cn/cn/shopping/women/ambush/items.aspx https://www.yoox.com/us/women/shoponline/ambush_d#/dept=women&d=21953 https://www.selfridges.com/US/en/cat/ambush/ https://cn.iteshop.com/b_it/b/AMBUSH?sex=woman&domain=http%3A%2F%2Fcn.iteshop.com%2Fb_it%2F

Promotion

https://www.ambushdesign.com/en-sg/universe/news/ambush-ss2022-collection https://www.ambushdesign.com/en-ms/universe/in-focus/behind-the-runway-design-ambush-aw22-men-women-collection https://weibo.com/7166310982/K3zhLqYpa?type=repost&layerid=4608506256428728 https://weibo.com/p/1006066280392809/photos?from=page_100606&mod=TAB#place https://twitter.com/YOON_AMBUSH/status/1483472376201617409 https://twitter.com/ambushdesign/status/1488466920991236101 https://twitter.com/YOON_AMBUSH/status/1147359392292933633 https://twitter.com/YOON_AMBUSH/status/1060753239015112705/photo/1 https://www.instagram.com/p/CVUCXzOF1OB/ http://www.xiaohongshu.com https://myuka.co.jp/portfolio/%E5%B1%8B%E5%A4%96%E5%BA%83%E5%91%8A/2040 https://wwd.com/runway/fall-2022/milan/ambush/review/ https://hypebeast.com/zh/2020/6/21-japanese-labels-charity-t-shirt-release-date-info-undercover-wtaps-sacai

Crossover

https://www.ambushdesign.com/en-fr/universe/news/nike-x-ambush-dunk-high-in-flash-lime https://www.ambushdesign.com/en-fr/universe/news/nike-x-ambush-dunk-high-in-deep-royal -blue https://www.ambushdesign.com/en-fr/universe/news/nike-ambush-cosmic-fuchsia https://www.ambushdesign.com/en-us/universe/news/bvlgari-serpenti-through-the-eyes-of-a mbush https://www.ambushdesign.com/en-us/universe/news/ambush-presents-collaboration-charact er-figure-astro-boy-ambush https://www.ambushdesign.com/zh-cn/stories/ambush-opens-pop-up-stores-with-it https://twitter.com/ambushdesign/status/1582204600798441473 https://twitter.com/ambushdesign/status/1581930677347368961 https://twitter.com/ambushdesign/status/1560543817035837440 https://www.dewu.com/

NFT

https://ambushdesign.io/pow-energon https://ambushdesign.io/pow-gitd https://ambushdesign.io/goods/1 https://www.instagram.com/p/CZh4fWeBv4k https://twitter.com/ambushdesign/status/1491018976452919301 https://twitter.com/VERBAL_AMBUSH/status/1552427070562930688 https://twitter.com/VERBAL_AMBUSH/status/1574942410890653696 https://ambush.tmall.com/ https://www.xiaohongshu.com/

Crossover&NFT

https://twitter.com/YOON_AMBUSH/status/1133558021278191616/photo/2 https://twitter.com/YOON_AMBUSH/status/1420639042610159620 https://twitter.com/YOON_AMBUSH/status/1068504649752145920 https://www.prada.com/tw/hk/pradasphere/special-projects/2022/adidas-for-prada-re-nylon.h tml https://weibo.com/u/7575113610?profile_ftype=1&is_pic=1#_rnd1666424388368 https://socialbeta.com/c/11319 http://www.xiaohongshu.com http://xhslink.com/cO2IGk http://xhslink.com/UK6IGk http://xhslink.com/XQ5IGk http://xhslink.com/u78IGk http://xhslink.com/pzjJGk http://xhslink.com/VplJGk http://xhslink.com/IDnJGk

29

APPENDIX ® Interview details 1

Wang,Z.(2022) Interview with author. 25th May (Approx 40 minutes)

Q: Hello, what is your job title/what is your job description?

A: Store Manager Let's talk about the customer profile you receive every day in sales Q: What is the approximate age range of the customers you receive every day?

A: About the same age as you, around 22-30 Q: What is the approximate height and weight of these customers?

A: The customers are not particularly fat, mostly of normal weight Q: What size do they buy?

A: They come in all sizes, but AMBUSH is mainly unisex, with more small and medium sizes Q: Do you know what region they are from?

A: I don't know the exact region, because this is Shanghai Taikoo Li mall and there are visitors from all over the country.

Q: What are the general outfits and styles of the customers who come to the shop?

A: It's summer and they are still mainly wearing T-shirts, mostly pioneering and avant-garde, but not specifically Japanese hipster style.

Q: How well do you know the brand as a salesperson?

A: I haven't worked at the shop for too long, but I have some knowledge of the materials available at the shop.

Q: What are the categories that sell well in the shop?

A: As it's summer, T-shirts are selling well at the moment, and some accessories are selling well too.

Winter jackets are selling well, and in general tops are selling better.

Q: How are users dealt with if there are quality and other similar problems with the products after purchase?

A: The company has a special return and exchange handling policy.

Q: What is the feedback from customers about the brand? Are there many repeat customers?

A: There is a certain amount of repeat business.

Q: What kind of promotional activities have the shop had?

A: We had a flash shop with I.T in Shanghai last year before we opened the shop.

Q: Do you have any promotional tools for the shop?

A: There are some bloggers from Little Red Book and Jitterbug who come to visit the shop and do some promotion and publicity online using Little Red Book and Weibo.

Q: Do you know anything about AMBUSH's co-branded products?

A: I know a little bit about it, with Nike and some other accessories brands.

Q: Do you stock this type of product in your shop?

A: We've had a couple of Nike co-branded items before, but not many.

Q: Do you know anything about the current hot meta-universe and NFT? A: I've heard of it, but I don't know much about it.

Q: Do you know that AMBUSH is involved in this field?

A: I don't know anything about it.

Q: The official Taobao shop has a free NFT with the purchase of clothing, does the offline shop have it?

A: Not in this shop.

Q: What about the idea of envisaging a product after AMBUSH has co-branded with another brand and then doing an NFT? Is it supported？ A: I think it's great, it's the two most popular elements at the moment. It might be more niche, as the brand is more niche and NFT is more niche at the moment. But overall supportive.

Q: Are you confident that you will do well if you have these products and link up with offline shops?

A: Still think it's more niche, not too sure about the specifics.

Q: Do you have any suggestions for this, such as co-branding, or what kind of products, and then how to put them on sale, and the price range?

A: The best category would be t-shirts, or some tide play like dolls or some accessories like masks, which can be combined offline and online, and the price would be better in the range of 1000-3000.

Interview details 2

Marchant.(2022) Interview with author. 9th June (Approx 35 minutes)

Q: May I ask your age?

A: 20 Q：What is your occupation?

A: USYD architecture student in my second year of study Q: What is your monthly salary/cost of living?

A: $3500 a month.

Q: What are your hobbies?

A: I like to take photos with my friends and I am interested in fashion.

Q: What is your dressing style and clothing size?

A: Vintage and functional. Trousers 28, top L. Q: What kind of clothing brands do you usually buy? (Luxury big brands, sports brands, street trend brands, etc.) What are the specific brands?

A: I don't buy a lot of luxury clothes, but I tend to buy more brands like acne studios, Anderson bell, our legacy and so on. For bags, shoes and jewellery, I tend to buy luxury.

Q: What is your favourite brand?

A: Anderson Bell and Balenciaga.

Q: What categories do you usually buy?

A: Tops and trousers.

Q: Do you know the brand AMBUSH? If yes, from what sources? What do you know about it?

A: I have known about it, but not a lot. There was a time in high school when I liked to buy AMBUSH earrings and necklaces.

Q: What do you think are the strengths and weaknesses of the AMBUSH brand?

A: In my personal opinion, AMBUSH actually knows how to innovate a piece of clothing with style, such as the traditional Japanese yukata that has been referenced in recent years. But most of the products now still rely on the brand logo.

Q: What do you think of AMBUSH's products?

A: I've only bought jewellery, and the quality is fine for the price.

Q: Do you know anything about AMBHSH's crossover products? Which one do you like the most?

A: Yes, I think there have been a few crossovers with Nike. My favourite is the Air adjust force collection with NIKE. Q: Do you know anything about Meta Universe NFT? A: I've only heard of them, but I have friends who play with NFT. Q: Do you know anything about AMBHSH's NFT? A: No idea.

Q: What do you think if you want to do a combination of AMBUSH's Crossover and NFT boards (i.e. making the co-branded product NFT)?

A: I don't think NFT has as much publicity as a physical product, NFT is more niche in my perception. But it's a way to break new ground and broaden people's perception of AMBUSH. Q: What would you recommend for this product?

A: The brand could be Bubble Mart, the category is trendy toy blind boxes. The product could be available both physically and virtually, and the platform could be the AMBUSH website and app, and the price could be around $300.

Q: What are your thoughts on the product for the brand AMBUSH? A: I think if AMBUSH came out with a co-branded trendy toy, it would be more topical and open up a wider audience. And if it was released in a 1000% blind box, $300 would be a very neutral price. Combined with the ambush branding, it should be well received.

Interview details 3

30

Billy.(2022) Interview with author. 27th May (Approx 40 minutes)

Q: What is your name please?

A: Marchant.

Q: May I ask your age?

A: 29.

Q: What is your occupation?

A: Operations Manager for the brand PROJETCTJION. Q: What is your normal dressing style? What is your normal size for clothes?

A: Personally, I like Japanese minimalist style and workwear, occasionally I wear street style; size L. Q: I see you are wearing AMBUSH x NIKE shoes today, you must like the brand AMBUSH? A: Yes, I am a fan of AMBUSH. Q: How well do you know the brand AMBUSH? A: I know AMBUSH to a certain extent.

Q: What are your thoughts on AMBUSH? A: I met AMBUSH's manager YOON at a fashion event a few years ago and spoke to her. She is very friendly and has a very innovative design concept, which is one of the reasons I like AMBUSH. Also AMBUSH's products in recent years have generally had an advantage over other mid to high end trendy brands.

Q: Are you aware of the AMBUSH co-brand?

A: Yes, I have bought many of AMBUSH's co-branded products and many of them are very well made, which is one of its strengths.

Q: What is your favorite AMBUSH co-branded product?

A: I like the AMBUSH x NIKE DUNK SB collection and there is a trendy toy that AMBUSH has made with the ASTROBOY. Q: Do you know anything about NFT? A: I know a bit about it, but I haven't bought it.

Q: So what do you think if you combine co-branding with NFT and make co-branded products into NFT, what about this approach?

A: It's very innovative and could be a trend for the future, so it could be tried. If it is successful, many brands can learn from it, including my PROJECTJION. Q: And do you have any suggestions for AMBUSH's Crossover & NFT products?

A: The category could be jewellery, as AMBUSH does a good job with jewellery. Alternatively, you could go for trendy toys like the ASTROBOY.