The luxury industry has been embracing collaborations thanks to its endless possibilities and profit.
. The publication even declared that 2020 was the year of the brand mash-up. Essentially, it is uniting two superb brands together to create something unexpected and able to have a great reach. Till now, the Louis Vuitton x Supreme collection is still a talking point for many in the fashion industry.While fashion brought the attention of mash-up to the general public, music is perhaps the progenitor of this form of collaboration.
The product of mash-ups does not only reside in the products it creates such as music and fashion. Companies can stand to gain if a culture of collaboration is cultivated that allows for the cross-pollination of ideas across different departments. The fathers of modern-day management, Fredrick Winslow Taylor and Henri Fayol, have mentioned that an individual should specialise in a field and this can bring about higher productivity.
While mash-ups can be a way for brands to leverage the authenticity of both brands in partnership, it should not be done haphazardly. In the wake of influencer marketing, the trust between consumers and brands has dwindled and studies have shown an. Hence, it is imperative that brands do not look too gimmicky as authenticity is top of mind. Much of the time, this happens to celebrity endorsements as the message put across gets too commercialised and “scripted”.
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