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.