The concept of creative collaboration applied to the fashion industry
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Co-branding is an interesting approach to building differentiation and reputation. In thefashion industry, one well-known example of co-branding is the creative collaborationbetween fashion designers and mass-market retailers. This paper aims to explore thisspecific example of co-branding. It first introduces the concept of co-branding andpresents its application by the Swedish retailer H&M. An exploratory study with aconvenience sample confirms the interest of the approach. Further analysis of thecontrasting results of H&M’s collaborations with Lanvin and Sonia Rykiel shows thatif a co-branding strategy is well managed by integrating compatible elements betweentwo brands – visions, values and wills, to create real synergies – it presents aninteresting path towards creating sustainable brand differentiation.
Abstract
Co-branding is an interesting approach to building differentiation and reputation. In thefashion industry, one well-known example of co-branding is the creative collaborationbetween fashion designers and mass-market retailers. This paper aims to explore thisspecific example of co-branding. It first introduces the concept of co-branding andpresents its application by the Swedish retailer H&M. An exploratory study with aconvenience sample confirms the interest of the approach. Further analysis of thecontrasting results of H&M’s collaborations with Lanvin and Sonia Rykiel shows thatif a co-branding strategy is well managed by integrating compatible elements betweentwo brands – visions, values and wills, to create real synergies – it presents aninteresting path towards creating sustainable brand differentiation.
참고문헌 (23)
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