The concept of creative collaboration applied to the fashion industry

Rollet, Margaux; Hoffmann, Jonas; Coste-Manière, Ivan; Panchout, Katrina

doi:10.1080/20932685.2012.753337

Cited by 14 publications

(11 citation statements)

References 12 publications

(7 reference statements)

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“…A recent successful example is the limited-edition collaboration between Target and Lilly Pulitzer. This collaboration attracted extensive media attention and caused great excitement among consumers (Grinberg, 2015;Kunde, 2012;Rollet et al, 2013) with products selling out within hours of their release in stores (Grinberg, 2015). Items went quickly online as well; shoppers reported that their items in their carts disappeared by the time they were ready to check out (Grinberg, 2015).…”

Section: Literature Reviewmentioning

confidence: 99%

Retailer-brand collaborations: testing key strategies to increase consumers' urgency to buy

Childs

Jin

2020

IJRDM

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PurposeRetailer-brand collaborations (e.g. Target–Lilly Pulitzer) attract media attention and generate excitement, and may encourage buying the product right away rather than waiting until a sale. To clearly establish factors that contribute to consumers' urge to purchase retailer-brand collaborations, the purpose of this study is to test the effects of: (1) collaboration duration (limited edition vs ongoing) and (2) perceived retailer-brand fit (high vs low) on consumers' urgency to buy.Design/methodology/approachThree experimental studies (n = 499) manipulate and test the effect of collaboration duration (Study 1), perceived retailer-brand fit (Study 2) and the combined effect (Study 3) on consumers' urgency to buy.FindingsFindings indicate that urgency to buy retailer-brand collaborations are favourable when products are offered as limited edition versus ongoing (Study 1), when there is high-perceived fit versus low-perceived fit between retailer and brand partners (Study 2) and when both conditions are true (Study 3).Practical implicationsTo enhance consumers' urgency to buy retailer-brand collaborations, the partnerships should be limited in duration (vs collaborating in an ongoing fashion). Additionally brands and retailers need to strategically align with well-fitting partners.Originality/valueDespite the prevalence and success of retailer-brand collaborations in industry, research on such collaboration is surprising scant. Additionally, while previous studies often measure purchase intentions as consumers' response, an understanding of factors that discourage consumers from delaying their purchase (i.e. factors that lead to urgency to buy) help to identify strategies to cultivate greater profits.

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Section: Literature Reviewmentioning

confidence: 99%

Retailer-brand collaborations: testing key strategies to increase consumers' urgency to buy

Childs

Jin

2020

IJRDM

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“…This study offers several important theoretical implications. Although brands are increasingly offering co-brands with restricted time duration (Ginman et al , 2010; Nabec et al , 2016; Rollet et al , 2013; Wang et al , 2015), very few studies have been conducted to understand the effectiveness of this brand and retailer co-brand strategy. Research on company growth strategies has predominately focused on line or brand extensions exclusively (e.g.…”

Section: Discussionmentioning

confidence: 99%

“…Perceived fit, also known as coherence, between brand parties is critical (Rollet et al , 2013; Simon and Ruth, 1998). In fact, perceived fit is thought to be the most important factor that determines a co-brand's future success (Völckner and Sattler, 2006) and can impact consumers' perception (Simon and Ruth, 1998) and success of the co-brand (Xiao and Lee, 2014).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Co-branding has become a rapidly growing trend within fashion retailing as brands strategically partner with retailers to offer exclusive co-branded collections that vary in time duration (i.e. limited edition/ongoing) (Ginman et al , 2010; Kim et al , 2014; Rollet et al , 2013). When a co-brand is ongoing, the products are offered as multiple seasonal lines within the retailer, and there are no immediate restrictions on how long the co-brand will be available at the retailer (e.g.…”

mentioning

confidence: 99%

“…That is, the difference between an ongoing and a limited edition co-brand is that an ongoing co-brand is offered for repeated seasons, where as a limited edition co-brand is offered only for one season or has restricted availability (Nabec et al , 2016). The rarity and affordability of a one-of-a-kind limited edition co-brand attract extensive consumer and media attention (Kunde, 2012; Rollet et al , 2013) and brands benefit from increased exposure to mass-market consumers (Kim and Park, 2008; Kunde, 2012). Despite these benefits, very few studies have been aimed at understanding the effectiveness of a brand and retailer co-brand.…”

mentioning

confidence: 99%

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Brand and retailer co-branding

Childs

Jin

2020

JFMM

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PurposeMany fashion brands employ growth strategies that involve strategically aligning with a retailer to offer exclusive co-brands that vary in duration and perceived fit. While growth and publicity are enticing, pursuing collaboration may change consumers' evaluation of the brand. Utilising commodity and categorisation theory, this research tests how a brand may successfully approach a co-brand with a retailer.Design/methodology/approachThree experimental studies manipulate and test the effect of co-brand duration (limited edition vs ongoing) (Study 1), the degree of brand-retailer fit (high vs low) (Study 2), and its combined effect (Study 3) on changes in consumers' brand evaluation.FindingsResults reveal that consumers' evaluations of brands become more favourable when: (1) brand-retailer co-brand make products available on a limited edition (vs ongoing) basis (Study 1), (2) consumers perceive a high (vs low) degree of brand-retailer fit (Study 2) and (3) both conditions are true (Study 3).Research limitations/implicationsIn light of commodity and categorisation theory, this study helps to understand the effectiveness of a brand-retailer co-branding strategy.Practical implicationsTo increase brand evaluations, brands should engage in a limited edition strategy, rather than ongoing when collaborating with retailers. It is also important to select an appropriately fitting retailer for a strategic partnership when creating a co-brand.Originality/valueWhile previous studies highlight the importance of perceived fit upon extension, perceived fit between brand and retailer co-brand had yet to be investigated. Additionally, this research investigates changes in brand evaluations to more accurately understand how co-branding strategies impact the brand.

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1 + 1 > 2? Is co-branding an effective way to improve brand masstige?

Shan

Cui

2022

Journal of Business Research

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The concept of creative collaboration applied to the fashion industry

Cited by 14 publications

References 12 publications

Retailer-brand collaborations: testing key strategies to increase consumers' urgency to buy

Retailer-brand collaborations: testing key strategies to increase consumers' urgency to buy

Brand and retailer co-branding

1 + 1 > 2? Is co-branding an effective way to improve brand masstige?

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