More and more companies these days are co-branding with other companies to promote their products. What’s really emerging right now is that several high end clothing lines are collaborating with chain retail stores or with celebrities, letting them create their own line under them. I’ve been seeing them everywhere…Lanvin with H&M, Miley Cyrus and Max Azria for Wal-Mart, and even Lauren Conrad for “mark.” makeup. Personally, I really like the idea of forming these “alliances”, and I think most collaborations have been successful (for the most part.) Companies generally do this to appear more “affordable” to consumers by entering this new market. More publicity is given to these brands and their target market is expanded. As stated in the Marketing textbook, “exclusive cobrands have a double benefit – they are exclusively available at only one retailer, and they offer name recognition similar to that of a national brand.” Downside is that profits have to shared.
Anyway, I happened to find out that McDonald’s is doing a collaboration with Sanrio, and was giving away watches with every happy meal. So what did I do…. obviously go to McDonald’s and get my Hello Kitty watch!!!
