SEOUL, Feb.25 (Korea Bizwire) – Collaboration between businesses that don’t seem to have much in common could be the key to boosting sales and renewing brand image.
Previously, popular designers collaborated with fashion and cosmetics brands, and animated character businesses collaborated with stationary and toy companies. Recently, however, collaboration between brands that seem to have nothing in common is increasing.
According to industry sources, guitar manufacturer Cortech recently announced that it created a guitar decorated with lacquerware inlaid with mother-of-pearl, in collaboration with Park Shin-young, a lacquerware master, and lacquer varnishing craftsman Ok Seung-ho. The product will be exhibited until the end of April at the ‘Brilliant Matching between Businesses and Art’ exhibit held at KOTRA.
Cortech is hoping to draw the attention of consumers of various ages with the collaboration between its guitar brand Cort and the master craftsmen.
Pigeon, famous for its household products, launched three different types of ‘Perfume Pigeon’ fabric softeners in collaboration with popular perfume companies.
Pigeon explained that scents obtained from various flowers, roots, leaves, bark and fruits were added to the new product, making the scent 10 times stronger, and lasting 14 days longer than the company’s previous products.
Café Artisee launched chocolates for Valentine’s day in collaboration with the makeup brand ‘Bobbi Brown’. With red and pink chocolates similar in shades to Bobbi Brown’s lip products, chocolate boxes evoking makeup palettes won the hearts of female consumers.
The French outdoor brand Millet is launching down jackets in collaboration with the French automobile brand Peugeot. The products are drawing the attention of young consumers interested in cars.
Industry watchers expect that more brands will collaborate with others from different fields. “Creative and new collaborations not only lead to a boost in sales, but also have a large effect in expanding brand awareness, and even refreshing and renewing brand image. Competition is fierce for better collaboration ideas.”
By Francine Jung (firstname.lastname@example.org)