When an artist or brand works with another to create a product, the result is something outside of their norm, a momentary reinvention of their identity via the inclusion of another. The distribution method constructed accentuates that outcome, promoting limited edition, rare, and new product offerings through strategies focused on exclusivity.
When rolling out collaborations, many brands — from consumer goods to beauty — are adopting streetwear’s famous drop model which has formed hypebeast culture. Popularly used to literally create hype, these distribution methods are implemented by brands such as Supreme, through stocking limited quantities, incorporating phased releases, and dropping teasers to cultivate a sense of urgency online. Now, other industries are taking note.
The past few years have proven that collaborative collections can be a fast-track to gaining consumer attention. It is thus unsurprising that the world has seen a 200 percent increase in designer collaborations from 2019 to 2021. As companies continue to roll them out more frequently than ever, this report will detail exactly how distribution methods can make or break a co-branded release in China and the rest of the world.
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