Sometimes, companies come together and create a common product. As a result, they can increase profits, increase brand awareness, and find new customers. Collaboration in business is not the absorption of one company by another. Each participant retains their independence. In simple words, collaboration is cooperation and partnership on mutually beneficial terms. Explore how collaborations and partnerships can significantly expand the reach and growth of your unisex t-shirt brand online.
Why collaborations are needed?
Both small and large businesses use collaborations. Let’s discuss what goals can be achieved through collaboration.
Attract new customers
Collaborations are not perceived as direct advertising, so thanks to cooperation, you can expand the business’s target audience. Such cooperation is mutually beneficial to both parties.
In 2019, the American clothing brand Supreme collaborated with the luxury fashion house Louis Vuitton. This collaboration was highly anticipated and generated significant buzz in the fashion industry. The two iconic brands joined forces to release a collection featuring a range of clothing, accessories, and even a limited edition Louis Vuitton skateboard. The collaboration successfully merged the streetwear aesthetic of Supreme with the high-end luxury of Louis Vuitton, creating a unique and sought-after collection.
Increase customer loyalty
Not always collaborations pursue a commercial goal. Sometimes, a joint project tells about the values of the business. This is how you can increase trust among customers. In this way, the brand can demonstrate its values to existing customers and attract new ones.
A great example is the partnership between Adidas and Parley for the Oceans. This collaboration aimed to address environmental concerns, specifically the issue of ocean pollution. Adidas collaborated with Parley, an organization dedicated to ocean conservation, to create a line of athletic footwear and apparel made from recycled ocean plastic.
The collaboration involved collecting plastic waste from beaches and coastal areas, which was then repurposed into yarn used to manufacture shoes and sportswear. The resulting products were marketed under the name “Adidas x Parley,” emphasizing the environmental message and the commitment to sustainability.
This collaboration produced environmentally friendly products and resonated with consumers who were increasingly concerned about sustainability and the impact of plastic pollution on oceans.
Increase profits
Collaboration results in a unique product or project. For example, a limited For example, a limited designer custom clothing collection. Companies create excitement and motivate customers to make purchases. The clothing brand Creative Depo agreed to produce a limited edition of T-shirts together with a well-known street artist. The clothing brand Creative Depo agreed to produce a limited edition of Custom Vintage Mechanic Shirts together with a well-known street artist On the day of the sales launch, a queue of customers lined up outside the store. T-shirts at a price three times higher than the usual one were sold out in 2 hours. The store was also publicized in the media and on social networks, thanks to which the flow of customers increased several times.
To develop a collaboration, you can engage a marketer. He or she will help you come up with a project based on the specifics of the business: target audience, assortment, concept.
What are the types of collaborations?
Depending on the participants, collaborations can be divided into 3 types:
- Between different businesses. Two different projects unite and create a common product
- Between a business and a person. Usually, famous people are involved in such collaborations
- Between people. Several people create a common project.
Partnering with artists brings a unique visual appeal to your unisex T-shirt brand. This collaboration injects creativity and originality into your designs, transforming T-shirts into wearable art. Limited-edition releases featuring artwork from illustrators or graphic designers can captivate a broader audience and attract those seeking distinctive, visually appealing apparel.
Associating your T-shirt brand with a cause can enhance its appeal by aligning with social or environmental issues. Collaborating with non-profit organizations and designing T-shirts that convey a meaningful message allows consumers to make a positive impact through their purchases. This approach resonates well with socially conscious consumers, contributing to brand loyalty while addressing important societal concerns.
How do you launch a collaboration for your unisex T-shirt brand?
You can use the following algorithm for your Unisex T-Shirt Brand:
- Define the goal. You must understand what you want to get from the collaboration and what result you expect.
- Find a partner. Think in advance about who it could be. It is important that it does not contradict the business’s values and suits the target audience. It is unlikely that a Michelin-starred restaurant will be suitable for a collaboration with KFC.
- Think through the project together with your partner. Make a plan and think about promoting the collaboration.
- Sign a contract. Fix all the terms of cooperation. The contract will help if there are misunderstandings between the parties.
- At the end of the collaboration, analyze the results. Evaluate whether the goal was achieved. Various metrics will help in this: the number of customers, the average check, the number of mentions in social networks, etc.
Remember, a successful collaboration is not just about the product but also about the story, values, and emotions attached to it. Make sure to capture and convey these elements throughout the entire process.
Conclusion
Collaborations between two or more brands, businesses, opinion leaders and celebrities can become an effective tool for achieving the set tasks and goals, promoting the developed products and services on the market. Here are the 3 main things you must remember:
- Collaboration is always a mutually beneficial cooperation between two different projects.
- You can bring in other businesses or celebrities to collaborate.
- Collaboration helps to increase profits, attract new audiences, and increase customer loyalty.
It is important to choose the right partner to determine from the beginning the goals and results to be achieved by the outcome of joint work. You need to calculate all possible risks and propose measures to minimize them. By adhering to a clearly developed strategy and complying with the conditions set out in the accompanying documents of cooperation, you will definitely be able to achieve success!
Andrej Fedek is the creator and the one-person owner of two blogs: InterCool Studio and CareersMomentum. As an experienced marketer, he is driven by turning leads into customers with White Hat SEO techniques. Besides being a boss, he is a real team player with a great sense of equality.
Leave a Reply