Brand and Fashion Designers...Does the collaboration work?

Brand collaboration has become an increasingly popular way to

supercharge innovation. Even the most successful brands have

benefited when they ventured in with

fashion designers and celebrities.Consumers are increasingly more

receptive to the collaborative approach. Attracting the younger

customers to your sustainable brand can be achieved through the

tie-ups with familiar fashion designers who are known for their

contemporary fashion statements.

Internationally these collaborations have made big headlines and

attracted huge attention towards the brand.

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.

If we look at brands in India,few watch brands in India have so far

done so many collaborations;Titan did a collaboration of

ROHIT BAL successfully, TIMEX Tied up with

TARUN TAHILIANI, MAXIMA has recently tied up with

highly popular young designer duo SHANTANU-NIKHIL and

launching their designer range very soon in the market.

All Swiss watch brands have some or other celebrities or fashion designers attached with their brand.

These Collaboration may not affect the immediate sales numbers but it certainly adds huge value to the brand.For example Titan when collaborated with Rohit Bal was largely operating in Mid segment of the market but post collaboration they saw Tommy-Hilfiger coming to them and collaborating, suddenly they became more desirable brand. They launched XYLYS, NEBULA collection of premium watches and gradually upgraded themselves to High End and High-Mid End brand leaving their competitors far behind.

Timex also did same with Tarun Tahiliani and create buzz in the market.

With the hope that Similar Story will be repeated for the brand;

maxima has also Jumped the bandwagon to create a turnaround for the brand which is trapped in Low-End and Mid-End Price-Segment.

These are the fewcollaboration story of most of the leading brands which till now proven right for most of them.