Co-Branding Inc.
Some brands nowadays employ “fusioning”, the combination of 2 brands, in order to vamp up their sales. They try to create unique products using market penetration and/ or diversification strategies (target more sectors of the population and/ or even create new markets) for this “one of a kind” products.
In the case of 686, a outerwear company founded in 1992, in the season of 2005/06 launched a new clothing line called “Times Series” featuring two brands: Dragon Optics for men and Hello Kitty for women and girls. This was a great success since it was the first time that a outerwear clothing company would bring another named brand next to their logo. This does not stop here, this line was made to stay… Season after season 686 will team up with different companies to make great “limited edition” clothing.
Few seasons ago 686 teamed up with Levi’s to create the ultimate denim experience: A full waterproof Levi’s jacket. This line got sold out in most places, and because of that 686 saw the opportunity to do it again this season. This time they replicated more specific “686 x Levi’s” outerwear pants (the 515, 511 and a vintage); two types of denim jackets and a denim softshell. This year’s “Times line” was a bit more ample than the previous “686 x Levi’s” and is promising to be again another HIT.
Besides the Levi’s partnership, 686 also joined with New Balance Shoe Company this season. But this time this seasonally line extension became a sort of brand extension; the “686 x New Balance” is composed of snowboard boots, street shoes and the regular outerwear.
It is pretty amazing how the fusion power of 2 named brands (in their own markets) into limited edition products, if done properly, can result in a superb fashionable and functional creation.