The Benefits of Collaboration The lucrative effects of collaborations are not just confined to the upper echelons of fashion but have also trickled their way to the humble labels on the high street. These effects and benefits are most evident with Swedish high street retailer, H&M, leading the pack. Their clever designer collaborations with distinguished designers such as Jimmy Choo, Balmain, Giambattista Valli and Erdem to name a few, have successfully generated positive brand perception and media impressions (Sherman L, 2015 BOF). And they show no signs of stopping. The latest addition to their roster of designers for 2020 include Colombian designer Johanna Ortiz and celebrated Indian designer Sabyasachi Mukherjee. For brands that have adopted this method, the benefits of collaborations extend beyond the positive effects it has on growing brand awareness. Collaborations also offer an artistic and creative means of escape that surpasses the stereotypical fashion architype. In a competitive industry that is often painted as sticky and elitist, collaborations nurture an open and artistic environment that pushes consumers and designers to the edge of their seats as they anticipate an innovative creative awakening of sorts—a much needed conversion that is welcomed with open arms within the industry and those who feast on its efforts with unadulterated hunger, i.e. us, the consumers. Overall, the strategy offers a collective win-win scenario not only for the brands and the consumers, but also for the designers who play a part in this collaborative initiative. For many designers, collaborations are an opportunity to showcase their creative and artistic vision in a different light and story, whilst maintaining the brand’s DNA. For young emerging designers, projects like these present an opportunity to engage with the brand’s steady fanbase and distribution channels (Scott FS, 2019 CNN). 37 May 2020 MARIECLAIRE.COM.MY
© PressReader. All rights reserved.