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A look inside brand collaborations

By Don-Alvin Adegeest

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Fashion |OPINION

Designer collaborations are a dime a dozen these days, and every day as a news editor could be spent announcing the various teaming up of brands who have created yet another limited edition collection.

Often these collaborations are based on an already familiar product of one brand, say a denim company teams up with an artist, and we have in essence the same jeans but offered in different washes, prints and colours.

Brand collaborations have proved to be a marketing revolution

Brand collaborations have become something of a marketing revolution this decade and are very much part of a strategy that can be advantageous from both a branding and marketing viewpoint.

High profile brands teaming up with well-known designers, like H&M with Alexander Wang, or Acne and Lanvin, are mass marketing strategies that appeal to fashion-conscious consumers while maintaining an affordable price point.

Brand collaboration strategies can also help a company launch in a less familiar market by teaming up with a company that understands a given demographic well. For example, American leathergoods company Coach hired a Shanghai-based creative agency to help them launch a Chinese product based around a zodiac sign.

Publicity, of course, is incredibly valuable, and collaborations that go viral on social media will create a significant amount of buzz for all the brands involved.

Co-branded projects can be interesting for consumers, especially when the goods and services we expect from brands gets shaken up and presented in a new light.

Don't believe the hype

Sometimes, however, collaborations seem to not make much sense. This week London Fashion Week designer Holly Fulton announced a collaboration with Simple, a company that produces cleansing wipes. Fulton applied her graphic to the packaging.

Whether or not this is a successful and ongoing partnership remains to be seen. Some brand collabrations can leave consumers perplexed.

mage:Holly Fulton x Simple

Collaboration
Holly Fulton