In the year 2017, there was a major gist in the Nigerian Fashion scene about Davido and Adebayo okelawal’s partnership in creating a collection. It was not just a gist because at the Lagos Fashion and Design Week 2017, the collection was brought to reality. I am sure you are pondering:
“What brought Davido and Orange Culture together?”
Well, my reply is simple, they understand the benefits of a fashion partnership.
In this age, fashion partnership has become the order of the day internationally. Many Top fashion brands collaborate with celebrities, artists and sometimes other fashion brands in creating fashion products. These top brands collaboration include:
Fenty×puma, Gigi Hadid branded hoodihoodie at Tommy Hilfiger, Maria Carey×MAC, Yeezy’s partnership with Adidas, Kenzo joining force with H&M, New York based Nigerian Artist, Laolu Senbanjo Collaboration with BVLGARI.
Fashion partnership has a lot of benefits,
You tend to wonder; what brought those two together? There is a chance that upon a partnership, a customer will have a different perception of the brands, various brands collaborate with other brands primarily to have a different perception.
For instance, Levi partnered with the Museum of Contemporary Art(MOCA) to give its identity an unpredictable age integrating street art into their denim designs, as result of the partnership with Levi, MOCA gained extra exposure and recognition.
Fashion partnership increases customer awareness, it is an effective branding and marketing strategy. There is always the benefit of penetrating new markets, so many designers in the past have partnered with H&M to create fashion merchandise that are accessible to the general public.
It is a datum that the Africa Market is of great value. There is the need for a proper utilization of the market. Several other countries have taken a keen interest in trade, investment and other types of commercial strategies related to Africa.
It is high time that countries in Africa take a “keen interest” in its commercial strategies and that of other countries.
Action plans are required…