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Brand building tips

Another co-branding example: Missoni and Target16 Sep

If you read my blog regularly, you might have noticed that I often post examples of co-branding. In fact, co-branding is one of the areas I particularly like. I truly believe that, if a branding partnership is selected correctly, the end result can be pretty powerful, making one plus one equal three, as they say.


Source: snapshot of Missoni site

A recent example of Italian luxury brand Missoni‘s partnership with the US retailer Target, and the resulting crash of Target’s site (due to very high customer demand for Missoni items) made me think of a similar example in Europe.


H&M, a Swedish fast fashion retailer, regularly partners with well-known luxury wear designers, causing major havoc in its stores. It’s widely known that most of these collections are bought out in bulk, only to appear later on on ebay — at much higher prices than originally sold for at H&M.


The Missoni/Target example is an example of Missoni’s high brand equity. See some links to the articles about this partnership:


Overwhelming demand for Missoni’s Target Line

Missoni buzz at highest point of year following Target retail launch


Related posts:

  1. 8 examples of co-branding & brand partnerships
  2. 3 co-branding rules for bigger profits
  3. Co-branding: Desigual and Cirque du Soleil
  4. An example of co-branding: Naked Wines and Naked Chef
  5. Co-branding: Martini and D&G

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About Olga

Olga Slavkina is an international brand and marketing strategy expert based in Brussels and managing partner of SCHMOOZY FOX. Originally from Latvia, Olga was educated in the United States, where she was a Fulbright student at The Fletcher School (Tufts University), and Spain. She holds an MBA from IE Business school in Madrid, which holds the No. 1 position in the 2012 Financial Times ranking of European business schools.

Fluent in several European languages, Olga works with companies around the world to help them launch new products and services, reposition existing ones, and make them relevant and meaningful to their customers.

Olga’s expert opinion on branding and marketing has been featured in Financial Times, TechCrunch, Personal Branding Blog and other publications. Olga’s concept of Funky Brands™ has been nominated for the Accenture Innovation Award 2011. Olga tweets as @schmoozyfox.

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SCHMOOZY FOX is based in Brussels, Belgium and serves customers internationally.


Email: olga (at) schmoozyfox (dot) com