THE STRATEGY OF COLLABORATION IN THE FASHION INDUSTRY / Marine POUDAT / 2020

Titre : THE STRATEGY OF COLLABORATION IN THE FASHION INDUSTRY : How and why collaborations can be used and impact both parties. Type de document : Mémoire Auteurs : Marine POUDAT, Auteur Année de publication : 2020 Importance : 32 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management COLLABORATION INTER ENTREPRISES ; MODE ; ART ; IMAGE DE MARQUE Résumé : In a context of explosion of offers in the fashion sphere, where you can find many creations of fashion brands, the consumer is hardly choosing between all the possibilities. As well, the rhythm of collection is getting harder and harder to follow (with weekly collections in many fast-fashion companies), the fashion brands are trying to create a link with the consumer by inviting other brands and artists to collaborate around few products. This kind of co-branding strategy, commonly used in other sectors such as food and automobile, is spreading all over the fashion industry, from the luxury brands to small brands. It seems that now, a fashion brand can’t even create three collections without succumbing to the temptation of inviting or getting invited by another one. On the other hand artists are sometimes becoming brands because of the new mode of operation in the music industry : to bring people to their concerts and make them stream their music on platforms, artists are communicating as brands and being surrounded by communities. This new behaviour makes them the perfect ally to create collections for fashion brands. This seminar paper is designed to examine the strategy of collaboration in the fashion industry. We will understand, by making a chronology of the use of this strategy in the fashion sphere, how and why it is used by the fashion brands, and especially how it has become one of the main tools used by troubled brands, by wealthy brands, by new-in brands, by established brands. This seminar paper focuses on the repercussion of this kind of strategy over the fashion brand and over the artist : how is it economically interesting and how it influences the perception of the communities from both parties. In order to understand the conception and the repercussion of the artistic collaborations in the fashion industry, we will call on various academic sources such as articles, papers and dedicated websites. The sources used to write this seminar paper will include fashion oriented articles from Le Monde, L’Express, Les Echos, Le Figaro but also articles from fashion industry key media references : ELLE, Vogue or Fashion United. We will also introduce the results of a survey about two specific collaborations as a tool to show the impact of those collections on consumer behaviour. Doing so this seminar paper will attempt to be a mixture between marketing, journalism and social studies, combined with a quantitative analysis. Programme : PGE-Rouen Spécialisation : Cultural and Creative Industries Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531066