The Smart Marketing Behind Fashion Brand Collaborations
Gucci x Adidas Collaboration Campaign Photo: Gucci via WWD
In the marketing world, fashion collaborations are under the category of collaboration marketing. Fashion collaborations have been a way for brands to market for decades. They are when two or more fashion brands come together to design a collection or product. Most of the time, these two brands come from similar product categories or are popular for the same reasons. For instance, a brand that is known for their shoes or streetwear can collaborate with a brand known for similar things. This is a beneficial marketing tactic for all parties involved. When a brand finds the right brand to collaborate with, it can make both brands be more in the public eye.
Balmain x Barbie Collection Neiman Marcus Pop Up Shop Photo: SINCERELY STATON via WWD
The main reason fashion brands collaborate with each other is to reach new consumer groups. Different brands have different target audiences and when a collaboration is successful, it can appeal to the target audiences of both brands. These target audiences need to feel connected to and resonate with the collaboration. This allows the brands to expand brand awareness and gain more loyal customers. A good brand collaboration brings unique elements from both brands into one collection. This could be a signature color, garment or a logo that is often combined with ones of another brand. The collaboration has to show the chemistry of both brands, which means brands have to find the perfect fit for designs. This means that designers of both brands have to get creative under new circumstances and be innovative.
Fendi x Versace Collection Campaign Photo: Fendace via WWD
Designers have to bring out the best of both worlds so consumers will want to purchase products from the collection. Consumers are often brand loyal and can tell when a collaboration is not genuine and is just a blatant cash grab. They will not purchase anything from the collaboration and it will not make any profit. A successful collaboration feels like a genuine love letter to both brands and brings the best out of both of them. It should make everyone involved happy and should feel natural, not forced.
Fendi x Skims Collab Campaign Photo: Skims via WWD
Claudine Harris the the CEO of the brand collaborating firm, Miai. She told CEO magazine, “Brand collaborations are growing in popularity because they’re a royalty-free way for brands to reach new but relevant audiences. It’s a credible way for brands to grow their awareness and exposure, which can lead to increased sales too. This makes them something of a no-brainer,” she said. “By their very nature, brand collaborations are innovative because they require the brands taking part to create something new and compelling for each other’s audiences. Togetherness means being fair and forthright, and looking out for each other’s best interests. The best brand partnerships are a fantastic two-way street, where everyone benefits equally. Together, brands can achieve great things and strengthen the sum of their parts.”
H&M x Balmain Collection Campaign Photo: Balmain x H&M via Glamour
Brand collaborations can be successful marketing tactics for brands. The staff of these brands need to have the capability to execute a collaboration successfully. Brands have to have the chemistry and target audience to make a collaboration. Both brands have to work together to figure out what they both can offer in the collaboration and handle it with care. They have to think about their budget in every aspect, especially when it comes to marketing. They need to think about the long term effects that this could have on this collaboration whether it is successful or not. Brand collaborations are beneficial for every party involved. Customers can get new and unique products from brands that they like and brands can expand their customer base. Loyal consumers of brands can enjoy any collaboration that a brand does and brands can enjoy getting creative with new design parameters.
