Following the cancellation of Jacket Required's July edition, moving forwards the menswear portfolio will be curated by Karen Radley, Founder and MD of Scoop. This new edit of menswear collections will mirror the premium line-up of Scoop's women's fashion labels and will be part of the show's exciting September 2021 edition.

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30 April 2020

Fashion collabs: the secrets to success

Isolation might not seem like the most logical time to talk about collabs. We get it. But, whilst we’re all separated, surely there’s no harm in throwing it back to the good old days; a better time, when we were allowed to share a studio space and collaborate on collections. During the lockdown, we here at Jacket Required have been using our time wisely and have scoured the back catalogues of some of our favourite fashion collabs to bring you the secrets to success.


Understanding the benefits…

To really see success, you have to know what success looks like. A successful “one off” collaboration could be the gateway to some lucrative long-term affiliations that reach your own audience, and then some. A successful collab is a step towards growing your customer base, increased brand loyalty, additional revenue and brand exposure.


Foster a sense of trust and transparency…

The key to any good working relationship is trust and transparency. Everyone involved in your collaboration needs to be open and willing to share ideas and thoughts. Otherwise, what’s the point? A good way to manage expectations and keep everyone on the same page is to set out timelines and objectives from the very beginning. What does each party seek to gain from the experience and who will be responsible for delivering what? Any partnership should be beneficial to both brands, and that means sharing resources, offering expertise and providing help where it’s needed.


Keep your friends close…

We won’t go so far as to say, “keep your enemies closer”, but it’s wise to work with brands who aren’t so far removed from doing what you do yourself. We’re not saying collab with your direct competitor; that would probably end in tears. But you are more likely to see success if you partner up with a brand that has some crossover points. We all know that consumers are looking for authenticity when it comes to the brands they buy into, so there absolutely has to be some logical connection between the two partners, be that in product, values or messaging.

A great example is the Supreme X Louis Vuitton collab back in 2017. These two names seem world’s away, until you consider the power of the logo. Both Supreme and Louis Vuitton have built their empires on the exclusivity and tribalism that comes with their logos. Both gained something valuable from the collaboration; for Supreme, it was an association with luxury that added to its aura or exclusivity. For Louis Vuitton, it was the entry into the mainstream and becoming “cool by association”. Plus, just two years after this venture, Louis Vuitton appointed one of streetwear’s biggest names, Virgil Abloh, as Artistic Director for its menswear line. Thus, a new brand identity was born.


Step outside of fashion…

Supreme and Louis Vuitton is possibly one of the most iconic collaborations in the fashion world, but it’s not the ultimate blueprint by any means.

Bringing it back to the authenticity story, many fashion brands choose to collaborate with charities or organisations that stand for something that resonates with their values. Take Balenciaga’s recent collection, in support of World Food Programme. Whilst it might not be there yet, this collaboration takes Balenciaga a step closer to Creative Director Demna Gvasalia’s goal of building “a modern luxury brand that is inclusive, that is sustainable, that is involved and that is avant-garde, because that is in its DNA”.

The right brand collab at the right time could make all the difference to your business.  Make sure you’re keeping up to date with the latest trends, brands and influences to enable you to make the right decisions for a collaboration that could just be a game-changer.

Whilst we’re in lockdown, we're welcoming all brands and retailers to get involved and share their good news and acts of kindness with the Jacket Required community. Get in touch and tell us what you’ve been up to.

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