The road of business development increasingly passes from the collaboration between the brands belonging to different sectors, but united by some elements that create a good connection and then “value” for the target market. Since the presentation of these 4 outstanding cases, we bring you to reason on key aspects used to construct the projects of co-branding or partnership.
Ferrari and Armani They have gone down this road with the launch of a partnership in the long term thanks to which the designer will produce garments and fashion accessories for the brand Prancing Pony, aiming not only to offer elegant and charming, to flesh (and news) the concept of “Italian excellent history“, a concept that exists thanks to the positioning of the two brands, the characterization by “icons” the same names and the tradition of elegance and style of the Italian lifestyle.
This time, however, the same concept of co-branding is further processed, It worked rather an agreement for the production, with the collection that will be designed by an internal team at Ferrari will open an office in Milan to follow the project closely and all brand activities of Ferrari.
Another excellent case is the meeting between Prada and Adidas, with two parallel worlds that speak to one of high fashion and sober and refined style, other sports and casual and technical style, that they agree to meet at a ratio of a strategic plot already present in the two brands.
Prada Sport was the starting point with which the company had already entered the world of sport with heads featuring nylon inserts for clothing and skiing and the outdoors; hence the meeting with Adidas that by virtue of its iconic presence in the sportswear market, It entered in the preferences of artists and sports clients Prada.
These assumptions were the working basis for creating the point of contact the result of which today is a shoe completely white sneaker Adidas Superstar, made in Italy by Prada and which will be available in a limited edition of 700 pairs, with an edition number embossed on the outside, and the Prada logo on the tongue and side. To this, adding a larger version of Prada bowling bag, also in white leather, that mixes the iconic silhouette of Prada with the functionality of a gym bag Adidas. Bag and shoes are sold together as a set.
Another collaboration between the world of travel and automotive accessories, with the agreement between Tumi e McLaren to create a line of suitcases and travel bags in signing McLaren, which will complement the range of accessories for customers McLaren, but also the official supplier of luggage for the team McLaren Racing in the transfers worldwide team and drivers.
The development of the collection is currently being finalized, and by the end of 2020 It will be completed with a product strategy that will give visibility to values shared by both brands. 'The owners of McLaren supercars in the world appreciate the experience of traveling with a clear preference for performance, the luxury and style – said Mike Flewitt, Chief Executive Officer, McLaren Automotive -. We see this reflected in the brand TUMI, who, come McLaren, It has a very similar mindset, application of lightweight materials and performance optimization all driven by a holistic view of design”.
Staying still prestigious in the automotive, we know the collaboration between Aston Martin e Bowmore, historic Scottish whiskey distillery. The partnership aims to hit the taste and the pleasure of a typical customer of the brand Aston Martin, enthusiast “good living” and elegance, Facts elements not only fast but also guide the wise use of time in which to appreciate flavors and odors, as well as those issued by the luxurious interior of an Aston, so those who arrive sensory experience of drinking a high quality whiskey.
The partnership was announced at Gaydon emphatically and enthusiastically, so much so that designers Aston Martin will collaborate in the creation of the bottles, that will be produced in limited edition and will certainly become areas collectibles, further strengthening this partnership strategy and product communication on the part of both brands. Strategy which aims to highlight the value of’ heritage of two historical brands, they share many characters, as outlined in the two official statements, that they deserve to be read and understood:
Aston Martin: << We both focus on indulging our customers with exquisitely-designed, beautifully-crafted products, often producing limited edition specials that celebrate our heritage. Bowmore is a great British brand and, like Aston Martin, its employees are passionate about their work. I can’t wait to sample the fruits of this collaboration between innovative design and crafted product.>>
Andy Palmer – Aston Martin Lagonda President and Group Chief Executive Officer,
Bowmore: << It is exciting for an extraordinary brand like Bowmore to enter a global partnership with a brand of such high esteem and heritage, leading in its industry for beauty and craft for decades. Aston Martin embodies Bowmore’s commitment to time, with the craft and patience required to make sports cars and single-malt Scotch whisky very much intertwined. These shared values will underpin our series of product innovation and experiences with Aston Martin, and we can’t wait to collaborate on what will be a defining and industry leading collaboration for years to come >>
Albert Baladi, President and CEO of Beam Suntory, owner of the Bowmore brand
There are many other interesting cases to know, the development of projects related to the value of the brand is an interesting way to go for a big brand, as well as a high quality manufacturer, even small. The search for the values of your company is an activity that is often not considered with due attention to be able to fit into a strategy that can lead to interesting results.
MITO Luxury Business&Brand Development deals with these issues and provides your company's particular expertise with which to create new opportunities. For information please contact us by sending an email to: management@mito.org.uk
Davide Diurisi – https://www.linkedin.com/in/davidediurisi/
