The Brand WagonWhen good collaborations go bad.

The Brand WagonWhen good collaborations go bad.

Issue 47

, Starters

,
  • Words Allyssia Alleyne
  • Photograph Yasmina Gonin
  • Set Design Camille Lichtenstern

There was a time when brand partnerships—your Rodarte for Target and Hermès for Bugatti—felt rare and noteworthy. But now, every season brings with it a slew of unlikely bedfellows: Reebok and National Geographic; Burberry and Minecraft; Juicy Couture and Kraft Mayo. There’s no pairing too incongruous in the age of memes. 

This cross-pollination is big business. A 2021 Statista study found that 67% of Gen Z and 60% of millennials reported purchasing co-branded products and that 71% of American consumers feel positive about such collaborations. Done well, they’re a way for companies to widen their audiences and generate sales, while sharing the costs and risks. Done poorly, they can inflict serious reputational damage, alienating new and existing customers alike.1 

Let’s tak...

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