COVERSTORY封面故事Per­fect Match­es成双成对

ZbBZ (Singapore) - - CONTENT - TEXT LIM FONG WEI / 林方伟

Two heads are bet­ter than one. Two pairs of hands, too, work bet­ter to­gether on the draw­ing board.

The fash­ion in­dus­try kick­started the trend of col­lab­o­ra­tion, still go­ing strong and ro­bust, more than a decade ago, with high-pro­file crossovers be­tween the likes of Karl Lager­feld and H&M, as well as for­mer Her­mes artis­tic di­rec­tor Christophe Le­maire. Nat­u­rally, the fash­ion-led trend has spilled over to other seg­ments of the life­style in­dus­try. Th­ese days, col­lab­o­ra­tions be­tween de­sign­ers and brands have be­come a shrewd way for com­pa­nies to in­no­vate, cre­ate buzz, ex­pand their reach and grow their mar­ket share.

Part­ner­ships are also be­ing forged in the life­style sec­tor. Ho­tels have worked with beauty brands to of­fer de­sir­able toi­letries; car­mak­ers have roped in fash­ion houses to rev up the aes­thetic quo­tient; and chefs from dif­fer­ent coun­tries and cul­tures have teamed up to push culi­nary bound­aries and de­light din­ers.

In an ar­ti­cle ti­tled The Fu­ture Of Busi­ness Will Be De­fined By Col­lab­o­ra­tion pub­lished on the World Eco­nomic Fo­rum web­site last year, An­toine Frerot, chair­man and chief ex­ec­u­tive of French en­vi­ron­men­tal con­cern Ve­o­lia En­vi­ron­nement, made a strong pitch for joint com­mer­cial ef­forts.

“The fu­ture of busi­ness also needs to be seen through the prism of new part­ner­ships. Ex­panded, cre­ative, atyp­i­cal part­ner­ships,” he wrote .“Part­ner­ships that bring to­gether a va­ri­ety of stake­hold­ers and that cover un­ex­pected top­ics. Part­ner­ships that are a source of growth, in­no­va­tion and le­git­i­macy.”

ZBBZ looks at some re­cent pair­ings that ex­em­plify strate­gic team­work.

设计画板上有两双手,当然比一双手还有看头。两个脑袋在思考,总强过一个脑袋瓜。当然,来到两方的协作,人马自然也双倍,两组人叩市场的大门总比一组人还胜算满满,因为开门的消费者也将是双倍的。

近年,协作已成为各大企业领域推动品牌创新、增长市场、制造话题与吸引眼球的热辣关键词。协作风潮10多年前从时尚界吹起,由高端时尚巨腕破格与快时尚双剑合璧,亮眼案例包括老佛爷拉格斐与H&M,及前爱马仕艺术总监勒梅尔与Uniqlo卖得满堂红的限量协作系列。这股协作风也自然而然吹到生活时尚界。

不只生活时尚品牌喜欢携手,餐饮界也常有合作,擦出意想不到的美味火花,造福吃货味蕾。厨师的合作往往跨越地域,融汇不同文化的食材和烹煮手法,做出菜肴上的破格创新。酒店也开始与名牌护肤品合作,力求为住客打造与众不同的感官体验。就连汽车品牌也开始与名女人、服装设计师、建筑师、酒店、服务公寓等多方跨界合作,让品牌的触角更非同凡响。

法国威立雅集团虽是环保业公司,但其主席与总裁An­toine Frerot在世界经济论坛网站所发表的一篇文章《协作将定义企业的未来》却点出跨界协作为何如此重要。他说:“我们必须透过扩大、创新与非典型的合作关系的菱镜来窥探企业的未来。这种合作关系将结合各方利益相关者,涉猎让人意想不到的议题,并将成为经济大环境里增长、创新的泉源。”

一句话:不懂得协作,就会原地踏步,固步自封。

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