Fashion collaborations have been well known for evoking a sense of excitement — whether it’s a leading designer teaming up with a retail giant, beauty brand or bottle of refreshment, temporary creative mergers can do a lot more for fashion businesses than maintaining a steady low-risk graph.
1. Synergising Creativity
The landscape of fashion has become increasingly democratizedd, and the ‘tried and tested’ formula of offering limited edition pieces designed in collaboration with another brand or person has proven to be extraordinarily lucrative and beneficial for both parties. Today’s consumer is constantly on the lookout for the next big thing pushing creative work-forces behind brands into the deep abyss of burnout. Collaborations are a nod to the adage ‘two heads are better than one’ by serving as a potent prescription for burnout — teaming up with different creative professionals opens up a whole new dialogue, fresh perspectives and points of view.
2. Cross Promotion
When executed correctly, a collaborative approach to business can be hugely advantageous from a branding and marketing standpoint. If brand awareness is what the business lacks, then a collaboration can help spread the word without having to pay for extra promotion, hereby helping increase the consumer base by tenfolds. Switching up a company’s product tends to draw attention in any case, and with double the exposure, companies tend to benefit in this regard when it comes to co-branded projects.
3. Diversifying Your Audience
Once you’ve established an identity for your brand, by opening up new selling opportunities, both brands can potentially attract new audiences and appeal to a different market that would otherwise not be known to them. Case in point, the KOOVS x Gauri and Nainika collaboration — KOOVS.com, an e-commerce favourite with a strong following was able to appeal to fashion-conscious consumers while maintaining a low price point. Gauri and Nainika on the other hand, were able to spread their aesthetic and styles to more consumers than ever. Appealing to a mass market while still coming across as luxurious, in demand and exclusive, the range served both parties well.
While the idea of collaborating can bring up thoughts of splitting the cost in half, it doesn’t necessarily mean not gaining any profits at all. Another benefit is also sharing the costs of promoting your business through exhibitions and pop-ups. The more people you partner with, the less cost burden you have to carry on your shoulders. This also gives you the opportunity to take part in more events throughout the year than if you did one big event on your own.
5. Value Addition
Fashion collaborations enable designers to offer new products whilst exciting consumers without adding additional ranges, weakening their aesthetic with multiple collections, or cheapening the brand. Collaborations are also approached with the intention of changing up a brand’s perceived image — it can be wise to team up with a company or creative professional that matches your aesthetic to avoid mishaps that could cost your brand a great deal in terms of public image.
With more pros than cons, there’s no reason why budding designers can’t rise to the occasion by joining forces with creative professionals like graphic designers, artists and photographers akin to their aesthetics for a successful collaboration.