As usual, marketing is following in the footsteps of the fashion and music industries by introducing attention-grabbing collaborations. Brands are enlisting the help of fashion designers to create new and inspired products and services.
Not only is the partnership great for young designers who are looking for more exposure, which helps boost their own visibility for catwalk shows and use in fashion magazines, but it also benefits the brand, as well. Brands reap the benefit of stretching their appeal and gaining new followers from people previously uninterested in them. For example, with carefully chosen collaborations with certain designers, brands can appeal to a previously untapped high-end niche market, or they can connect with the more mainstream consumers. And in the end, success can equal big bucks for both designers and brands.