An exploration into the driving forces behind brand collaborations
Brand collaborations aren’t a new thing – it’s been seen a lot in the past, typically by companies in similar industries. Particularly within the fashion world, these partnerships often help to blur the lines for consumers by making luxury more affordable and accessible.
High street retailer H&M are a perfect example of this with their numerous, highly anticipated, collaborations with designers such as Karl Lagerfield (2004), Versace (2011), Balmain (2015) and, their most recent partnership Mulger (Coming soon 2023). So, if the idea of collaborations isn’t new, why are we still getting excited about them, and why does there seem to be more than ever?
Both the structure of these partnerships and the landscape they perform within, have changed in recent years. Whilst same-industry collaborations do have a knack for creating sell-out products, the real fun, creativity and innovation begins when brands from different worlds unite to bring something new and unique to the market; working hard to create eye-catching, thumb-stopping campaigns, that make us say ‘No way! That’s so clever!’, but maybe most importantly “I’ve got to get one of those!”
Collaborations are a great way for brands to boost their sales and marketing strategy, by promoting their products across new industries and tapping into unexplored audiences. They are also a perfect solution for reinvigorating established brands, creating relevance in the market and getting people talking about them again. From technology brands teaming up with artists to online beauty bloggers partnering with make-up companies, there are endless examples of brands working together to reach new audiences.
With a potential new customer base comes a new social media community. And in a ‘digital-first’ world, we know social media is where the buzz and excitement is often so quickly generated! These platforms have the power to give brands a bit more personally; a place where they can have more fun and interact with the market. What we’re now seeing more of in recent years is the more far-fetched the collaboration, the more traction and interest it generates online.
Typically, this also means more sales too, which is of course one of the main driving forces behind collaborations in the first place. But if no extra sales are made, all is not lost. There really is something to be said for the impact increased awareness can have on a brand. Whilst it may not have converted to immediate sales, it will have impacted the potential consumers relationship with the brand; either by opening their eyes to a product they may not have been interested in previously or by changing their perceptions to a more positive stance.
Internally it’s also a great way to bring talent and resources together, as well as funds – collaborations allow companies to go big, for half the price! It makes creating, producing and implementing powerful and impactful marketing a lot more affordable.
Here are 8 creative brand collaborations that caught my eye and the driving forces behind them:
1 | Love Island x Ebay
Key driving force: changing perceptions
Love Island really turned heads when they announced they were coupling up with eBay in 2022. ITV used this collaboration as an opportunity to flip the narrative, challenging the negative perceptions of their previous fast fashion partners, with consumers becoming more conscious of the impact fast fashion has on the environment and on workers.
Research carried out by eBay revealed that those aged 18 to 34 have the highest average percentage of second-hand clothes in their wardrobe (22%), nearly double that of over 55s (12%), making this an ideal partnership based on YouGov stats that say 43% of Love Islands audience is 18–30.
Islanders Tasha Ghouri and Tom Clare, have then continued with their partnerships once their season has ended to ensure to keep the conversation flowing with their followers; helping to keep the cause of sustainable fashion relevant even once the programme has ended.
“As one of the original homes of pre-loved, we believe that by joining forces with this incredibly influential programme, we’ll inspire the nation to think differently and make more conscious choices when it comes to their wardrobes...”
Eve Williams, Chief Marketing Officer at eBay UK
2 | Bumble x Gymshark
Key driving force: using research
Dating app Bumble has also used research to inspire their latest brand collaboration. Their findings suggest that more than one in five (22%) Gen Z and Millennials have exercised or participated in a fitness class on a first date, with almost half (46%) saying they would rather meet a potential partner at a fitness class than on a night out. So, who better to partner with than cult activewear brand Gymshark. With a clever creative copywriting to add maximum impact, the campaign named ‘For Dates That Workout’ aims to highlight the importance of shared interests within relationships.
3 | Spotify x Strava
Key driving force: fulfilling customer wants
Listening to your customers wants and needs is crucial for success, but when you can’t fulfil them within your own brand, don’t stop – look for a brand who can! Combining two well-established, industry-leading brands helps to reinforce the trust consumers have. By being open to collaborations it keeps the brands feeling relevant with a loyal customer base. They also announced their partnership in a fun, effective and cost-efficient way – interacting with each other on social media!
“One of our biggest goals at Spotify is to be everywhere our listeners are – whether that’s on a run, in the gym, or anyplace in between. This integration with Strava is another way we’re moving with our listeners and allowing them to seamlessly connect to the music and audio they love.”
Ian Geller, VP of Business Development at Spotify
4 | Nike Air Jordan x Dior
Key driving force: supply and demand
No one does limited edition collaborations quite like trainer companies; in particular Nike. They’ve paired with a wide variety of brands such as Ben and Jerry’s, Sharpie and Tiffany to produce highly sought after, uniquely-designed shoes. Partnerships have often proven to be extremely profitable, but even more so when using a supply and demand strategy.
When high fashion designer Dior partnered with one of the world’s most iconic trainer brands, Nike Air Jordan, they only produced 13,000 pairs, with only 8,000 available for public purchase through a lottery. Using this strategy is a successful way of driving traffic, generating excitement and applying a higher price tag, leading to large profits.
5 | Clinque x Crayola
Key driving force: tapping into nostalgia
This 58-piece limited edition collaboration was created for adults to reminisce about their childhood; with a crayon-themed make-up collection. The playfulness of the Crayola brand lends fun a sense of ‘retro’ to the partnership, whilst tapping into the nostalgia of the adult target market of Clinique, enabling Crayola to diversify their offering and remain relevant to a wider audience. But the brands have their fans to thank for inspiration behind this idea, after they noticed how similar Clinique’s original Chubby Sticks were to this beloved childhood item.
"To us, the point is that when you look at one, it makes you smile… It brings you back to a carefree time in life..”
Janet Pardo, Senior VP of Product Development at Clinique
6 | Smeg x D&G
Key driving force: shared values and previous success
Both these brands are bound by strong values of passion, creativity and beautiful products made in Italy. After success from last year’s collaboration, Smeg re-joined creative forces with luxury designer Dolce & Gabbana to create ‘Sicily is my Love’ – a range of small appliances in brightly coloured, unmistakable designs but with the expected level of innovation and technology that Smeg products bring to the table.
7 | Heinz x Absolut
Key driving force: being in tune with the conversation
In 2020 supermodel Gigi Hadid created a viral sensation when sharing a recipe for a spicy vodka pasta. This is a great example of how keeping up with the conversation can reinvigorate a well-established brand, keeping it relevant and desirable. So, what better partnership than arguably the most iconic tomato sauce brand, Heinz, and one of the most premium vodka brands, Absolut; combining their iconic flavours to bring their own version of the much-loved recipe to the masses. Whilst the two are in similar industries, this match still feels unexpected, bringing the fun factor and capturing attention in a relevant and creative way.
8 | Balmain x evian
Key driving force: coming together for a common cause
What better way to create awareness than by combining two powerful french brands, spreading across different industries and audiences? Although unlikely partners, Evian and Balmain have a shared commitment to environmental causes and creating a sustainable future – leading them to create a range of ready-to-wear eco-friendly products.
The collaboration relies on a wide variety of eco-friendly practices, materials and innovations to ensure it stands by it’s environmental friendly values, such as the recycled polyester labels and composition stickers, paper packaging made from pulp derived from sustainably managed FSC-certified forests, and the use of recycled plastic hangers and bags.
“We understand that change is greater when it's driven by a collective.”
evian.com
Thanks for reading!
