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Why Does This $10,000 Gucci Xbox Exist? - YouTube
Channel: Marques Brownlee
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you might have seen the headlines about
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this thing a ten thousand dollar limited
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edition gucci branded gaming console in
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a special box
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one of a hundred were made all custom
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and now we got one right here so
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might as well take it out the box shall
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we i'll be honest i don't know i haven't
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unboxed many gucci things but
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there's a lot of leather
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and gucci
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x-box branding on it it actually smells
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pretty good like it's leather so let's
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uh let's open it up why not
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one out of a hundred
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[Music]
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and there it is
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it's the uh
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it's the old green inside of a gucci box
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we've all seen
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actually oh here there's a uh
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there's a game pass card so
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somebody watching this just got a free
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game pass so the inside this has some
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pockets up here
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okay let's get the
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console out of here
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okay
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it's covered in gucci logos
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from head to toe all the way around
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uh not not on the back though just just
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the front and the sides
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and the rest is exactly like a normal
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xbox series x i think i can put that
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over here
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[Music]
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so you got your cables
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normal hdmi cable normal power cable not
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gucci branded cables
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and then you have two controllers here
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both of them also customized i've seen a
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fair share of custom controllers in my
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day
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this one has the stripes the red and the
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blue stripe
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and the gucci font at the front
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other than that normal black controller
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oh and this is
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one of 100 mk bhd edition so one of one
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two so
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they put mkbhd in green on the back oh
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they put on the xbox too
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there you go can you see that it says
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mkbhd
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on the gucci xbox
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so technically this is an mkbhd gucci
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collab right is that it i think that's
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it oh this whole thing comes out
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and then there's just more compartments
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to buckle things in and it's all padded
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and upholstered and
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you can probably
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repurpose this if you want this becomes
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your
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gucci
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carrying case for something maybe you
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take your xbox to the hotel with you
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when you travel
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this would be the uh
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the place to carry this around
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it's a lot
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it's a lot
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it's a lot
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this is just ridiculous okay
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just for the record i didn't uh buy or
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customize this microsoft sent or gucci
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sent it here to the studio so i don't
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know who knows maybe i'll do a giveaway
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of this uh
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customized one of a hundred ten thousand
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dollar xbox follow me on twitter for a
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giveaway
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of this xbox but let's take this
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opportunity to talk about brand collabs
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what they are
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why they keep happening
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and how we got here so we already know
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brands just love to collaborate right
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it's basically a corporate 101 strategy
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for increasing brand awareness trying to
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get something trending or capitalizing
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on overlapping audiences oftentimes
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they're really cringy but sometimes
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sometimes you get something that's
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pretty cool or even iconic there's nike
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and playstation there's lego and ikea
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uber and spotify doritos and taco bell
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there was even a burger king and
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mcdonald's collab believe it or not but
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i want to talk about collaborations in
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tech
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because there are endless examples but
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when i think about them in my head i
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kind of divide them into two different
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categories the ones that seem to make
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sense
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and then the ones that
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seem kind of dumb so if you look at
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something like apple and nike plus for
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example
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okay yeah makes perfect sense apple got
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to add some fitness focused features to
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their watch with a trusted partner to
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attract more of the workout crowd and
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nike gets a bunch of new customers using
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nike products and exposed to the nike
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brand via the machine that is apple
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sales so basically it's a win win for
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both companies or there was the oneplus
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hasselblad collab earlier this year
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that's again it makes sense it's a it's
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a win-win oneplus has this new but
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ongoing partnership where they get to
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put the hasselblad name alongside their
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smartphone cameras so that's a win for
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oneplus because a lot of people who
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trust the hasselblad name in photography
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will now associate oneplus with high
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quality cameras whether it's true or not
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and it's the win for hasselblad a pretty
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traditional old-timey camera company who
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can now associate their name with an
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upstart trendy smartphone company to
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signal that they're high-tech and
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fashion-forward you know this happens
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with leica all the time too so whether
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they're cringy or super corporate or not
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whatever the vibe is there are a number
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of brand collabs all around the tech
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industry every year that makes sense
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and then there are
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monstrosities like this because on the
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surface in the tech world this seems
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dumb it's a gucci xbox why would that be
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better than a regular xbox does a gucci
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xbox perform or play games better in
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some way do i get anything out of having
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a gucci xbox of course not but if you've
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noticed there's actually been a lot of
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tech collaborations like this tech
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companies collaborating with fashion
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companies fashion brands so tech
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products are in this weird place where
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most of the stuff you buy is supposed to
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be purely functional right you buy a
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piece of tech because it accomplishes a
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task or serves a certain function it's a
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computer that does the thing you need it
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to but not necessarily because of the
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fashion
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but whether we like to admit it or not
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there is a personal element to all these
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purchases i've always said the
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smartphone you buy is actually one of
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the most personal choices you make you
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hold it every day you take it everywhere
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with you it wakes you up in the morning
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you feel kind of empty and lost without
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it so even though it is just a piece of
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tech it's no wonder the companies that
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sell them want you to feel like they're
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also pretty fashionable in addition to
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being a good piece of tech you might
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remember lg collaborated with prada on
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smartphones three different times
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samsung collaborated with hugo boss on a
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smartphone back in 2008 and again in
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2011 louis vuitton collaborated recently
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with headphone maker master and dynamic
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to sell some 995 earbuds there was a
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gold dolce gabbana razor three a decade
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ago and i think apple and hermes may be
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the best example of them all
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hermes
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i never know if i'm saying that right
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hermes
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hermes hermes right but i just remember
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so distinctly when the apple watch went
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on sale the first one went on sale back
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in 2015
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and apple they of course made a couple
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versions there was a black version and a
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silver version it was stainless steel
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but they wanted to of course signify
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that it was fashionable because it's a
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watch and they have to get the fashion
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crowd to like it and so they made the
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apple watch edition and this version was
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plated in solid 18 karat gold and it
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started at ten thousand dollars now
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anybody already subscribed here to this
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channel probably already knows that it's
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a bad idea to drop 10 bands on a first
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gen tech product
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just because it's covered in gold and
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you think it's fashionable but that
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that's that's a real thing people did
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that's out there like the real humans
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actually spent that money on the first
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gen apple watch tech blogs had a field
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day with the headlines we already knew
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this was coming but yeah a year later
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there was a new one the addition was
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discontinued
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of course it turns out apple even as
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massive and popular and successful and
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wealthy as they are can't break into
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fashion immediately just by themselves
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on their own name and so shortly after
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that we did see the beginning of that
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hermes collaboration so that fashion
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brand comes in they start to do custom
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watch bands unique styles with leather
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that match the watch faces and custom
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packaging and higher prices because you
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know it's fashion that's kind of the way
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things work but that that collaboration
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has been way more successful it
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continues to this day and it's a win-win
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for both companies hermes gets a much
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more tech focused crowd and apple gets
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to break into the much more
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fashion-centric crowd so fundamentally
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that's what they're always looking for
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in these brand collaborations is a win
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for both sides that win-win
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kind of like mkbhd
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and new channel sponsor cash app cash
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app is incredible i get to share with
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you guys they're the easiest way to send
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spend and save money and you can buy
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stocks or even bitcoin with a dollar so
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if you use code marquez to sign up 15
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bucks will appear in your account it's
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not bad and then 10 will go to girls who
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code link below but the point is the
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point is this none of these
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tech fashion collabs actually makes the
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product better like
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none of them that's not the point of
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this type of collab now you could argue
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that the tech on tech collabs actually
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do you could say if oneplus and
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hasselblad are collaborating that that
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actually can make the camera in the
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phone a bit better you could argue that
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you could argue the nike plus and apple
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sponsorship and collaboration actually
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made a better product but
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this is just a monogrammed
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xbox series x it's not a better xbox uh
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the dolce gabbana razer was just a gold
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razor it's more about the experience of
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taking it out of the box the custom
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packaging the fashion nature of it
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whatever you think about this fashion
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that's what that collab is more about
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and then there's also the x factor which
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is just hype so brands have various
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levels of this and in a world where the
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playstation 5 from rival sony was pretty
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much the most hyped thing in gaming for
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a whole year around its release i mean
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it's still impossible to get so
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microsoft and their brand team is of
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course looking for ways to get people
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talking about and thinking about xbox
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series x which came out around the same
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time and what better way than by
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creating a limited edition super hyped
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special xbox with one of the most hyped
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companies so even though the product
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isn't actually better the hype and all
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the brand awareness created by this
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collab
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is a win-win for both companies so
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that's why the gucci xbox exists this
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honestly probably would have been
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received the exact same way if it was a
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supreme xbox or i don't know louis
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vuitton xbox it's just they just want
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people saying xbox more you know and
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it's working
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is it's working isn't it i'm here
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sitting on video talking about it and
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now it's on youtube going into their
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brand sentiment calculator and of course
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there's no dislikes on this video so it
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must be working but yeah the truth is i
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divided them into two different
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categories at the beginning of this
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video those that seem to make sense and
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those that don't but at the end of the
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day when you look at it as a win-win in
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some way they kind of all do make some
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level of sense so i wouldn't be shocked
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if we keep seeing
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more of this type of stuff
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thanks for watching catch the next one
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peace
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[Music]
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