Case Study: Getting Brand Collaborations Right

Puma X Manchester City; Zara's Hot Streak

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WHAT YOU NEED TO KNOW TODAY: MONDAY, DECEMBER 9, 2024 Dear BoF Community, If it seems like a new brand collaboration is announced everyday, that's because there's still no easier way to get attention than the unlikely pairing of two labels. Two decades after H&M released its first designer capsule collection with Karl Lagerfeld, setting off a trend of eye-catching mashups in fashion, collaborations have become an integral part of the marketing mix. But the deluge of brand collabs has raised the risk that they will miss the mark. The ones that break through are those where the products feel fresh and desirable, and the storytelling expands each brand's world in a way that customers believe is authentic. BoF's latest case study by Malique Morris breaks down what brands should consider when finding the right collaboration partners, the importance of putting the product first and the types of marketing and distribution strategies that will allow brands to achieve their goals. Download the case study now. "How to Get Fashion Collaborations Right." Imran Amed, Founder and CEO Plus, also in today's BoF Daily Digest newsletter: Puma and Manchester City are using generative AI to let fans compete to design one of the team's uniforms. Zara owner Inditex reports results this week, and looks to keep its flagship brand's hot streak going.

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RETAIL Case Study | How to Get Fashion Collaborations Right By Malique Morris Collaborations are a powerful tool for grabbing attention, reaching new audiences and letting brands stretch their design aesthetics. But the proliferation of tie-ups has made it hard to stand out. The ones that succeed are built on great products, with a strong point of view and a clear strategy to reach the right consumers. READ MORE

TECHNOLOGY Puma Is Bringing AI-Generated Design to the Football Pitch By Marc Bain

The sports brand is letting Manchester City fans create their own designs for the team's uniform — no drawing skills needed — with one design to become the club's third kit for the 2026 season. READ MORE

RETAIL This Week: Will Zara's Charmed Run Continue? By Brian Baskin

Inditex reports third-quarter results that are expected to show steady growth at its biggest brand, which has built strong defenses against rivals at the top and bottom of the market. READ MORE

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Moncler Is Hiring Global opportunities at Moncler include a 3D Designer and a Client Events Manger in Milan, a Production Quality Controller in Bucharest, a Department Manager in Copenhagen and a Store Manager in Lugano. Moncler was born in 1952 in Monestier-de-Clermont - a small village in the French Alps, with a focus on technical clothing for the mountain. Now an Italian luxury brand, Moncler forms part of the Moncler Group alongside Stone Island, which was acquired in 2021. United by the "beyond fashion, beyond luxury" philosophy, these two Italian brands aim to interpret the evolving cultural codes of the new generations. VIEW JOBS

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