The Power Behind Fashion Brand Collaborations

Julie Tsai

Whether it’s celebrity or influencer-inspired or a partnership between two unlikely brands, fashion brand collaborations allow brands to experiment with new designs, aesthetics and attract a new client base. From the Supreme X Pat Mcgrath co-branded lipstick to The North Face X Gucci collection earlier this year, successful brand collaborations allow brands to breakthrough a highly competitive market and create a wave of demand and social buzz. Two great examples were the Supreme X Rimowa and the Off-White X Rimowa collections back in 2018. Luxury luggage brand, Rimowa, saw 4X the Media Impact Value™ when they posted about these collaborations and gained additional exposure from their partners, generating higher engagement and the opportunity to engage a new audience.

As brands in the industry continue to forge new relations and create more “drops” and unique capsule collections, Launchmetrics analyze the power behind fashion brand collaborations and how much value these partnerships bring to each brand. If you’re not familiar with Media Impact Value™ or MIV®, we recommend checking out this post where you’ll learn all about the industry measurement tool.  

Jimmy Choo X Timberland

First spotted on Jennifer Lopez in August 2020, the British luxury shoe designer Jimmy Choo, and outdoor brand, Timberland, announced their collection in September featuring four variations of the iconic Timberland boots. Tracking Online and Social activity in September 2020, all placements mentioning the collaboration generated an astounding $1.84M MIV® with 603 posts, earning an average of $3.05K per post. While many celebrities and influencers repped the boots, the campaign’s photographer was actor Cole Sprouse who became the Top Celebrity Voice for the campaign. By the actor sharing three posts, the two brands earned an additional $2.62M MIV®. Not only did the two brands reinvented the timeless 6-inch boots, but to support Timberland’s mission for a greener future, the brands also pledged to plant a tree for every pair sold. 

Supreme X Nike

An article about fashion brand collaborations wouldn’t be complete if the duo Supreme X Nike weren’t mentioned. From the SB Dunk Low released earlier this year to the Air Max 96 just released this month, the two fashion brands have joined forces to bring their fans and streetwear enthusiasts highly-anticipated collaborations that sell out within minutes. For the SB Dunk Low release, the collection earned over $1.55M MIV® and 1.33K placements across Online and Social in a month. As for the newly released Air Max 96, the two brands have already earned $1.63M MIV® with only 998 placements, showcasing the continuous demand of these two powerhouses’ collaborations. 

New Balance X Staud

The activewear line in collaboration between New Balance and the vintage-inspired womenswear brand, STAUD, was spotted last May on Influencers and Celebrities, including Leandra Medine, Katie Holmes, and J.Lo. Together, the two brands’ collection earned $855K MIV® with 273 placements between May 11th to June 12th, 2020. Top Online placement was an article by Cosmopolitan US, which generated $44.5K MIV®, while the Top Online Voice for the collection was ELLE US, which gained $62.6K.

Whether collaborations tackle the challenge of building a greener future or create a memorable collection that bridges customer bases (think Adidas X Lego), fashion brand collaborations are here to stay. As customers continue to look for unique and engaging experiences, brands need to be clever and think outside the box to craft a partnership and collection to support both partners’ objectives. Measurement will also be an essential key to success. It will allow brands to understand which collaborations support long-term goals and can be replicated for success, similar to Supreme X Nike’s continuous partnerships.

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