Clothing Collaboration?

Recently the world has seen Jimmy Choo collaborate with H&M, creating a big interest and lots of publicity coverage. The collaboration was launched into stores in 200 cities on 14th November with hundred of fashionistas waiting overnight outside the shops to get their hands on a pair! The shoes selling out within hours. Below is an example of an advertisement with a pair of the shoes.

Stella McCartney and Adidas launched their collaboration back in 2005 and since has been very successful with the collaboration constantly growing in size and products. As Stella stated she wanted 'to offer women sports clothing they could work out in and still feel good about the way they look'.

This is very similar to Alexander McQueen and Puma. Alexander McQueen wanted to create a concept of 'Power' as the DNA to the collection. 'Physical and mental power exist at the very of sport, and the collection strives to interpret and convey it in innovative and unexpected ways.' Bringing essence of the designer to the brand through referenced style, colour and material applications.

These two sports brans show how trainers were once boring, sport minded shoes, but with these collaborations are shown to be fashion conscious where style and practicality are accounted for. Where three collaborations have worked successfully, this is defiantly something Kickers should consider, to help change their brand image. Showing they are still a practical, well worn, comfortable shoe but have a fashion focus and are 'cool' to wear.

Sarah x