Recently, Jojomaker, a U.S.-based women-owned handcrafted brand, officially announced the launch of its first anime IP-co-branded wig series. Combining exquisite handcraftsmanship with current popular two-dimensional elements, the brand has accurately entered the Z-generation fashion consumption track, injecting fresh vitality into the global wig market which boasts a scale of over 100 billion yuan. The release of this series marks that this niche brand, which started with handcrafted hair accessories, has officially entered the wig field in an all-round way, embarking on a new journey of brand development.

Founded in 2020 by designer Joanna, Jojomaker initially started by making anti-epidemic masks and matching hair accessories. Relying on its ultimate pursuit of handcraft art, the brand gradually gained a firm foothold in the segmented market. The brand insists that all products are hand-made by the founder. This "unique craftsmanship" production mode not only ensures the uniqueness and high quality of each product, but also helps the brand accumulate a good reputation of "conveying happiness and surprises". The newly launched IP-co-branded wig series continues the brand's core advantage of hand crocheting, while integrating the concept of environmentally friendly materials. It uses degradable synthetic fibers as the main raw material, which not only meets the increasingly high environmental protection requirements of the European market, but also satisfies the young consumers' pursuit of sustainable fashion.

It is understood that this co-branded series has accurately captured three major trends in the current wig consumption. In terms of design, closely following the Z-generation's craze for anime IP, it has launched a variety of wigs with the same styles as classic characters, covering popular styles such as color gradient and personalized short hair. Among them, non-natural color products account for more than 30%, which perfectly matches the "fashion accessory-oriented" consumption demand of young people. In terms of craftsmanship, it adopts upgraded breathable net base and invisible patch technology to solve the pain points of traditional wigs such as stuffiness when worn and easy falling off. At the same time, it improves the naturalness of the hair strands through hand fine weaving technology, with a similarity of up to 83%, which is comparable to real human hair. In terms of pricing strategy, the unit price of the series products is concentrated in the range of 100-200 US dollars, taking into account both cost-effectiveness and sense of quality, which is in line with the core consumption budget range of 200-500 yuan for the Z-generation.

Joanna, the founder of the brand, said: "We have always believed that good products can convey emotions and happiness. The wig series launched this time is not only a response to the trend, but also an attempt to integrate the warmth of handcraft into fashion. Seeing consumers can show their unique personalities through our products is the greatest value of the brand." At present, this series has opened pre-sales through the brand's official website and Instagram social platform. The same-style hair accessory sets are also launched simultaneously to form a "one-stop styling solution". A large number of pre-order orders were received in the first week of launch, among which Z-generation consumers accounted for more than 70%.

Industry analysis points out that the global wig market scale is expected to reach 7.76 billion US dollars in 2025. Among them, the Asian market leads the world with a compound annual growth rate of 9.9%, and the Z-generation contributes 42% of the incremental consumption share. With its differentiated advantages of hand customization, forward-looking layout of environmentally friendly materials and accurate grasp of young consumers' needs, Jojomaker is expected to open up a new track in the highly competitive market. In the future, the brand may further expand into segmented fields such as medical-grade wigs and aging-friendly products, and continue to empower diversified consumer needs with ingenuity products.