Posts Tagged ‘Co-branding’
If I have to mention the name of one favorite French fashion designer it will be Christian Lacroix. I absolutely love his work, his universe as well as the colors and materials he uses. Born in 1951, Lacroix opened his Couture house in 1987 and began a ready-to-wear line one year later.
A/W 2002-2003 Collection – http://www.linternaute.com/femmes/luxe/0706-lacroix/4.shtml
Throughout the years, he has been involved in many diffusion lines (perfume, children’s line, lingerie, bridal) and worked hand-in-hand with other brands to take part in the designing step. Remember the limited edition he created for Evian in 2008?
In 2005, Lacroix designed a new uniform for Air France 36,000 staff members.
In 2007, he redesigned the interior of the French high speed train TGV.
The same year, he also collaborated with the mail and online French retailer LA REDOUTE to present an exclusive collection.
From those examples, I think we can say that Christian Lacroix is designing for people, real people and wants his creations to be accessible to as many person as possible.
To me, it really makes sense that Lacroix and Desigual worked together on this 30-piece collection for automn/winter 2011-2012. I remember writing in this blog that Desigual was dressing personalities and that products are colorful, fun, optimistic… I feel like this could as well be Christian Lacroix’s motto. Both the brand and the designer are attracted by ethnicity and multiculturalism and I am sure that design ideas came fast in the work room when designing this collection. This collection runs under the name of “Dream” and the collaboration is supposed to continue for summer 2012 with a larger number of product involved.
For Desigual, this first ever collaboration brings fresh blood to its products. With the brand expanding really quickly, it was urgent to renew the appeal of the products and reinforce the garments’ offer.
For Christian Lacroix, this collaboration is another opportunity to have his vision turned into products. The Christian Lacroix company was put under a procedure of voluntary liquidation in 2009, the company has been bought in the meantime and now runs mostly through royalties from licenses. The designer himself is no longer part of the company.
I am sure you can recognize Lacroix’s esthetics into this new collection from Desigual! I am excited to actually see the garments soon!
Last thing, I have been invited as a blogger by The Brandery to visit their fashion trade show next week. I am thrilled and I am sure I will learn a lot. Of course, I will take tons of notes and pictures and I will share those with you! Stay tuned!
Christmas Holidays and New Year are often a prosperous time for limited edition items.
Evian takes its chance every year and offers a limited edition of its bottle of water. Not a long ago was launched the 2011 edition which features an exclusive design by the Japanese fashion designer Issey Miyake.
It is not the first time that Evian collaborates with a famous fashion designer. Indeed, the four last Holiday editions where redesigned by reknown designers: Paul Smith for 2010
Jean Paul Gaultier for the 2009 edition,
The French brand Perrier worked with Agnès B for a special can of its carbonated water…
…with Dita Von Teese for a sexier version
Last to date, the Karl Lagerfeld version of the Coca-Cola Light Glass Bottle… It even makes more sense when we know that Karl Lagerfeld is an absolute fan of the beverage!
A stripped version by Sonia and Natalie Rykiel, of course!
Or a chic version by the Spanish shoes designer Manolo Blahnik:
On the business side, this trend is called “masstige“, the combinaison of mass market and prestige, or co-branding, which is applicable in many industries and for many products.
The idea is to put together two powerful brands and create new things to talk about. It is helpful to rejuvenate old brands or promote new versions of a product that has been on the market for a long time.
For fashion designers, it creates yet another support for the expression of their aesthetic and a tool to expand the scope of their name/brand.
Convinced? Tell us which designer you are gonna drink from today or which is your favorite!