THE VALUE OF BRAND COLLABORATION
Collaboration between clothing brands have been a cornerstone to the growth & success of many high fashion & luxury streetwear brands since the beginning of their inception.
In this article we break down a few of the many key benefits your brand could inherit by simply implementing creative collaboration with other brands on the market.
1. CREATIVE INNOVATION
The collaboration between two established clothing brands requires the thoughtful consideration of both individual brand identities during the creative process, and therefore a hybrid style which honors each.
The resulting design between the two is a blended style which introduces both brand audience’s to a fresh & innovative creative direction, one which would not have been achieved by either brand as a solo creative.
Offering new & innovative styles has and always will be of great value to the longevity of a clothing brand.
2. REACH / AUDIENCE GROWTH
The uniting of two brands with the purpose of creating a collaborative piece or collection, inevitably introduces each brand to the audience of their counterpart.
Typically, both brands will already have an established audience (even if on small scale) which will grow, simply by revealing the collaborative collection to both.
The clear benefit for both brands, is the growth potential for a new audience & customer base.
3. Brand Credibility / Trust
Brand credibility is an essential aspect of gaining the trust of a customer base in order to generate sales & increase repeat orders.
Introducing both brands to their opposite audience, indicates trust between the brands themselves, as most brands wouldn’t collaborate with another unless they felt true authentic connection to the brand.
By collaborating authentically with another brand which has a trusting audience, your brand may inherit the trust of their audience as well.
4. Shared Cost / Resources
Creating a collaborative collection between two brands typically means splitting cost of production, creative efforts & marketing.
This is of the least value compared to the previous on the list, however it’s worth mentioning the benefit of shared resources during a collaboration.
Conclusion
Almost all successful high fashion & luxury streetwear brands work in collaboration with others in some capacity, for the variety of value it offers.
A perfect example of a highly successful brand which has largely benefited from extensive collaboration efforts is KITH.
We love this brand, however it’s unlikely the brand could have reached this level of success and global scale without its highly notable brand collaborations over the years.
Finally, the key to great brand collaboration is to work creatively with those who inspire you, as well as fit well within your brand ethos in an authentic manor.
Disclaimer : This is not business advice, only reiteration of our research & experience working with brands.
For educational purposes only, use information at your own discretion.
