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The term Cobranding, it is believed, was established in the 1950s after an alliance between Renault and the Van Cleef and Arpels jewelry store.
Collaborative strategies seek to increase the scope and impact on different audiences.
In a more digital world, brand collaborations will be more and more frequent.
Collaborations between brands and artists have become very popular in recent times. As is the case with the collaboration made by the rapper Kanye West with the clothing brand GAP, but this time the controversial artist criticized the retailer for copying his designs from the Yeezy collection Gap Engineered by Balenciaga.
When we talk about collaborations in the marketingwe refer to the strategies of co-branding, which refers to when two or more well-known brands establish a collaboration to launch a new product created jointly.
Experts point out that, with this, the collaborating companies hope to expand their reach, generate more profits and improve your image with your customers.
Co-branding was born in the 50s with a collaboration established between the French car brand Renault and the Jewelery Van Cleef and Arpels, where it consisted of a new car model and the jewelry brand designed an exclusive steering wheel with precious stones.
For most industries, it is of utmost importance that brands seek continuous innovation within their offer to the public, especially after the Covid-19 pandemic that left many changes in consumer trends around the world.
These types of collaborations are usually presented as limited editions, which can only be purchased for a certain season and in limited quantities, where the products that the market most demands are bags with 47 percent and 33 percent shoes according to data from conektica.
Kanye West vs. G.A.P.
Controversial rapper and artist Kanye West is starting another fight, but this time against the clothing company, Gap.
Through various posts on his account on the social network Instagram, the businessman is also critical of the clothing retailer, alleging that they leave him out of meetings and that they are copying his designs from the Yeezy Gap collection. engineered by Balenciaga.
“Gap held a meeting about me without me?” he says in the caption of his post.
The 45-year-old rapper also continued his hostility toward the retail giant in a new Instagram post on Wednesday, sharing a screenshot of direct messages with someone accusing Gap of copying his collection on a standard t-shirt.
In the same post, she told her followers that Gap canceled a photo shoot with her children.
“But they canceled the photo shoot with my children in Japan without me knowing,” the caption read.
While the Yeezy Gap Engineered by Balenciaga collection has been successful and has sold out in several places, it has not been without controversy, as their new collection is displayed in large black bags that look like garbage.
In another publication, the ex-husband of Kim Kardashian, who registers a community of more than 16 million followers on Instagram, refused to apologize for the exhibition, stating that “it is not just a collaboration of celebrities … this is my life.”
“I’m an innovator and I’m not here to sit back and apologize for my ideas,” he said in an interview earlier this month.
West has already had many negative encounters with some brands such as Adidas, a firm with which he also has a footwear collaboration and which he has openly criticized, despite the fact that said co-branding has caused the Yeezy 350 shoe model to be the second , best seller, according to data from StockX.
In conclusion, despite these controversies, brands have to act quickly to survive in an increasingly changing world where the new generations are the consumers of the future.