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The Benefits of Brand Collaboration

Courtney Scharf
November 15th, 2012
Brand collaboration has become an increasingly popular way to supercharge innovation. Even the most successful companies have benefited from participating in a joint project or venture with another complementary brand, and consumers are increasingly more receptive to the collaborative approach.

The fashion industry has embraced collaboration in a big way. H&M has been a leader in this regard, and teamed up with big name labels like Versace, Marni and Maison Martin Margiela. These collaborations were incredibly innovative, as the project brought together a mass market with incredibly high-end designers. As with an ideal collaboration situation, this joining of forces leveraged both brands, and provided advantages for H&M and the designers that they worked with. H&M gained huge sales from the projects, and the high-end designers were able to reach a wider consumer base than they had previously been able to.

Other successful collaborations have been less conventional than one between two fashion brands. Evian, in an attempt to add interest and a feel of luxury to their brand, teamed up with French designer Courreges to help promote the 50th anniversary of the label. Though water and fashion aren't an obvious pairing, the collaboration came across as tasteful, and aligned Evian with a very prestigious company. Keeping in mind that this special edition bottle would be under more scrutiny, the bottle was designed to be recyclable and eco-friendly.

When working with another company, it's always important to keep in mind the consumer base of both brands. Though this can be tricky, a successful brand collaboration can provide a huge boost to a company, and help keep a brand relevant.

For more information about collaborative business strategies and more, check out Trend Hunter's Business Trend Report.