Uni-themed apparel all the rage

Chinese universities are discovering that school logo and team-related apparel, in this case, winter outerwear, is becoming hot on campuses, especially as temperatures plummet.

Renmin University of China has seen brisk online sales of its newly launched branded down jackets this week. The jackets, marketed under the university's cultural intellectual property center Renda Hongchuang, were launched only days ago and are already selling out for certain sizes.

They went online in the past two days and sales have been very strong. Some styles are already out of stock, Jimu News reported.

The lineup also includes bundled packages branded as "two-person", "three-person" and "four-person" family sets, alongside three physical campus stores in Beijing. Prices are set at 899 yuan ($128) for long jackets and 399 yuan for short styles, available in multiple colors. The jackets include the debut of a signature "Renda Red". Buyers mainly include students, faculty and alumni, with many alumni opting for family bundles, Jimu News reported the school as saying.

For students, the appeal goes beyond branding.

"The quality is definitely good — people around me who bought them say they're very full but also lightweight," said Zhang Wei, a doctoral student at the School of Journalism and Communication of Renmin University of China.

"The price is reasonable too. Many long down jackets on the market cost more than 1,000 yuan. This is within students' spending power. It's university merchandise, but it also shows that Renmin University wants to keep up with trends. There's a sense of belonging."

Emotional value remains the key driver, said Zhang Yi, chief analyst at iiMedia Research, adding that the popularity of college-based apparel stems from the identities they represent.

"For students, it's a symbol of collective belonging. For alumni, it carries memories of youth. For those who admire the institutions, it's an emotional attachment," Zhang said.

Renmin University of China is not alone. Customized down jackets from Communication University of China have also gone viral online, prompting group purchases organized by consumers. Similar products from the Central Academy of Drama and Beijing Film Academy have sold out in previous seasons.

Cheng Weixiong, a fashion analyst and founder of Shanghai Liangqi Brand Management Co Ltd, said: "What we're seeing is the diversification of campus cultural intellectual property and its extension into more categories. Within campus communities, alumni circles and people who admire these universities — the influence is significant. But it's challenging to achieve large-scale circulation in the mass market."