H & M Co-Branding: A Case Study
Nowadays, the companies have gained many of techniques to work with their target audiences and motivate consumers to spend money on their services or products. This study is focused on co-branding as a strategy, which seems to be a win/win proposition for both actors participating the process and can help to sales drive, develop brand images or even save marketing/advertising costs (Kim, Lee, & Lee, 2007). First, is important to define this phenomenon. Co-branding is a marketing tool, which pairs two or more branded products (constituent brands) to form a separate and unique product (composite brand) in a marketing context, such as in advertisements, product placements and distribution outlets (Park et al., 1996 & Grossman, 1997). As usually co-branding strategies rely on brand equity, it is important to pair a less known brand with a favourable existing one to create an advantageous attitudes toward a new product or category. This assumption can be supported by Washburn et al. (2000), who said that marketers use this popular technique of co-branding in …show more content…
H&M has over 3500 stores all around the world with more than 100 000 employees (The H&M group, 2014) and takes the second place as a largest apparel retailer in the world just behind Inditex SA (Industry Ranking. Major Global Specialty Share Retailers of Private Label Apparel (SPA), 2014). This brand targets young fashion-conscious middle-income men and women between 15 and 34 years old. H&M’s slogan perfectly reflects the expectations of company’s target audience: ‘fashion and quality at the best price’. This fast-fashion brand has been participated co-branding campaigns several times: Karl Lagerfeld, Marni, Roberto Cavalli, Versace, Isabel Marant are in the list. Compared to other price-conscious retailers that deal with designers’ collaborations, H&M seems to give the most freedom to designers they work
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