As we see signs of recovery from the recession, we’re also seeing signs of a redefined retail landscape. As many retailers look for creative ways to grab the attention of consumers who are beginning to spend again, we’re seeing some unique partnerships starting to pop up. From discount stores, department stores, and international brands, to high-end boutique stores, specialty retailers, and fast fashion brands, you can expect the unexpected in 2010.
Some possible reasons brands are exploring these collaborations:
- To expand presence and exposure of the brand
- Reach a different consumer
- Pair an affordable brand with a high-end brand
- Fill a void in current product offer
- To add luster and excitement to domestic brands without risk
These collaborations serve on another level, too. They allow international companies to gain a footing in stores here that have broad distribution while they learn about the market. It clearly benefits the US partner stores that are attempting to boost their desirability with younger, hipper brands that are proven winners rather than spending considerable time and money developing questionable sub-brands.
Some of the examples below are temporary collaborations, while others are expected to be more long term; regardless, you can probably expect to see more of this in the future.
Gap sought out a partnership with Parisian boutique Merci to create a one-of-a kind pop-up store in NY, called Merci Gap featuring exclusive products. Following the philanthropic philosophy of Merci, all profits were donated to a charity group.
Target has teamed up with the London retailer to bring a collection of Liberty's most iconic prints for men’s, women’s, and children’s clothing, as well as housewares, that will be available in March 2010.
Ron Herman, owner of Fred Segal Boutiques, recently opened a J.Crew shop-in-shop in the Melrose store. The new J.Crew Special Selections carries items such as jackets, shirts, socks, ties, and corduroy and khaki pants specially selected by Herman.
European fast-fashion Mango will make MNG by Mango available in JCPenney department stores starting in Fall 2010.
Prior to Uniqlo’s recent flagship opening in Paris, it opened a temporary shop-in-shop concept in Colette.
Recently there have been rumors that Canada’s Hudson’s Bay department store is looking to feature a Topshop shop-in-shop.
Parisian department store Printemps was recently renovated and added a Maria Luisa boutique in the process.
