|
Aug 02
2010
|
Branding Truly has Gone High FashionPosted by: Craig Kaminer in Marketing on Aug 02, 2010 Tagged in: Branding
  |
|
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.
One of the biggest keys to success though is to be relevant. Partnering with a hot designer must be obvious and make sense to consumers. Don't collaborate just for the sake of it! Likewise, the partnership is great, but the products flowing form the collaboration must also be creative. Make people want to buy the brand and display it proudly for all to see. It must be creative and eye-catching and something people think is cool.
Combining fashion and brands is nothing new to the world, but the true collaboration and more inclusive partnerships springing up between brands and designers is new. And the results continue to speak for themselves.
