The Fashion Business by Dario Golizia

Author:Dario Golizia
Language: eng
Format: epub
Publisher: Taylor and Francis
Published: 2021-05-19T00:00:00+00:00

7.7.7 Sponsorships and co-branding

In this cluster, sponsorships are rarely identified. Among the few, we find MSGM sponsoring the exhibition You rise, then you’re gone – The Verve photographs by Chris Floyd.

Co-branding activities are more frequently applied and can be divided into two typologies: the first includes the same strategies studied in the previous chapters, and the other is specific for this group.

In the first category, we include those carried out with sportswear brands (mainly for shoes): Rick Owens x Adidas, Maison Margiela x Converse, Alexander Wang x Adidas as well as with fast fashion brands: Maison Martin Margiela x H&M, Alexander Wang x H&M, Alexander Wang x Uniqlo. Both allow these “small-sized” niche brands to achieve two important results: to increase their visibility and their economic results.

The second category encompasses collaborations aimed at strengthening the characterising element of the identity of these brands: the aesthetic vision of the Creative Director. For instance, Antonio Marras implemented some collaborations (mostly in the design and furniture industry) inspired by the cultural, social and historic context of his land of origin, Sardinia.

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