Collaborations were the talk of this monday's seminar. Celebrity collaborations are known for either being very successful or being a huge fail. The brand's reputation can be at reputation whilst the celebrity could be ill-fitting for the brand.
The most recent and most talked about collaboration came from Kanye West last week. He teamed up with his ex-endorsed brand Nike's competitor Adidas to put on an unforgettable fashion show- however was it unforgettable due to the clothing? or was it really that FROW that will get people talking for months?
This collection appears to have allowed Kanye West full control over the design of the clothes. The garments don't show any Adidas logos or signature three stripes which could really be a downfall for their brand- sports clothes are usually a great way of self promoting for a brand as they can get away with plastering their logo on anything. Also, I wouldn't think that the collection would be bought by a current Adidas customer. This could be an advantage, bringing in a wider audience - the people buying the clothes are both a loyal customer and new customer. I didn't personally rate the collection. I can't see the point in difference of it to what's already available, and I hated the styling of nude tights with no skirt/shorts/etc.
The main focus that I enjoy about the runway was the diversity in the casting. Although it was a mixed group of heights, races, sizes, which would usually be a nightmare for a fashion show, I enjoyed it. I think it's fun and show's the wearability of the collection. Kanye is telling the customer that whatever shape you are, you can wear his clothes.
It'll be interesting to see how well it sells. I personally think that the show's viewers will upstage the sales of the garments but it's the exclusivity that gets people spending the pounds.
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