United we stand, divided we fall: collaborations in fashion industry.

2 May

Collaborations between different brands are the way forward now in a rapidly changing fashion landscape.
Everyone from high-street retailers right through to smaller are collaborating with creatives from all disciplines in an effort to bring a bit of true individuality, exclusivity and authenticity back into fashion. Besides, this kind of cooperation between forces having same interests (selling their creations to as many clients as possible) but sometimes very different targets (e.g.: haute couture VS fast clothing clients) seems to give strenght, adding attractiveness, to a fashion world which is suffering the effects of the post global economic crisis.
What people want now? A nice price. The “nice price” gets fashion, but it’s not something simply temporary.
This attitude is taking the form of an earthquake hitting the fashion market: Topshop arrives in New York, in the middle of Soho, Zara opens shops very quickly all over the world even in places far from the fashion crowds like New Delhi or Bombay. As it seems, Zara (inditex Group) has a large number of designers at work everyday to be able to offer their clients new lines 12 times for year: big names of fashion maisons, once very snob, will have to reconsider this phenomenon to reach the success of fast fashion, so called for its abilty of proposing new clothes (almost) continuously.

Perfect example of a successful collaboration between big names and fast fashion is H&M, who recently put at work designers like Karl Lagerfeld, Stella McCartney, Roberto Cavalli, Victor & Rolf, Jimmy Choo and many more.
Here you have the wonderful spot created by H&M for the arrival in stores of the line conceived by Karl Lagerfeld, which ironically jokes about what the common posh chanel haute couture target clients of Lagerfeld could think about this “joint venture”.

“Why have a garden when you can have a forest?”

H&M reached infact, during the first session of 2009-2010 exercise, a net income of 3,74 billion of  crowns (386 millions of euros), overcoming the result of 2008 of the 45% and surprising the analysts.
This is the reason why the group is planning to open 73 new stores soon (mostly in the UK, China, Norway, Denmark and  Deutscheland).
The reason of this success? Collaborations, absolutely!

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