Marie Claire (Malaysia) : 2020-05-01

Fashion : 39 : 37


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

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