In the fashion and luxury market, collaborations between brands have become increasingly frequent. Brands team up to create exclusive collections or long-term partnerships that combine the distinctive traits, expertise and strengths of both brands.
This strategy aims to increase the visibility of both brands while optimizing and sharing production and campaign costs.
The approach we have decided to apply to data on brand collaborations reflects the current market reality.
Basically all brands taking part in the collaboration are considered as separate entities.
In editorials, each brand is evaluated for the space occupied by the text and/or image referring to the collaboration itself. This means that the space is doubled.
Some examples:
Image 1 - Paul Smith + Lee Menswear Collection ⇒ the jeans jacket occupies 1/10 of the page
Paul Smith: 1/10 of the page
Lee: 1/10 of the page
Image 2 - Essentiel Antwerp & Sebago Shoes Collection ⇒ the full page is dedicated to the collaboration
Essentiel Antwerp: Full page (split between shoes and socks)
Sebago: Full page (split between shoes and socks)
Image 3 - The North Face & Cecilie Bahnsen Womenswear Collection ⇒ Diane Chu clothes belonging to the collaboration occupy 2/3 the page
The North Face: 2/3 of the page
Cecilie Bahnsen: 2/3 of the page
In Adv pages, the two brands that collaborate split the space
Some examples:
Image 1 - Paul Smith + Lee Menswear Collection
Paul Smith: Half Page
Lee: Half Page
Image 2 - Essentiel Antwerp & Sebago Shoes Collection
Essentiel Antwerp: Half Page
Sebago: Half Page
Image 3 - The North Face & Cecilie Bahnsen Womenswear Collection
The North Face: Half Page
Cecilie Bahnsen: Half Page
In some case the collaboration is not between two brands but between a brand and the designer/stylist of another brand (i.e. Paco Rabanne x H&M, Stella McCartney x Adidas etc); in this specific case only the real brand producing the collection is evaluated for the space occupied while the one of the designer/stylist is recorded as one “mention” (1/100 of the page) in Editorial pages and omitted in adv pages.
An Example:
Thonet by Jil Sander
German Fashion Designer Jil Sander collaborated with Thonet signing a reinterpretation of the iconic S 64 cantilever chair (Design: Marcel Breuer, 1929/1930, artistic copyright: Mart Stam), adding an extra touch of elegance and class – with high-gloss lacquered wood details, refined tubular steel frames, and seats and backrests made of Viennese canework or leather in a nuanced colour palette.
⇒ full space Thonet (Half Page in the article above) + 1 mention Jil Sander