Cross-Marketing in Fashion is a really common marketing approach of companies to promote their products or brands and it’s really simple. Cross Marketing is a collaboration of two or more companies of the same or different kind for the same purpose.
A great example of Cross-Marketing in Fashion is H&M. The company since 2004 has started to collaborate with several high-selling Fashion Houses and Designers, Pop-Stars or even Game Companies.
Let’s go through those years and see what they have done.
November 2005: new collection with Stella McCartney
November 2006: collection with the avant-garde designers Victor & Rolf
March 2007: collection designed by the pop-star Madonna
June 2007: collaboration with game developers Maxis to create a H&M Fashion Stuff Pack for the game The Sims 2
Also in 2007: new collection only for China with Kylie Minogue
Fall 2008: collaboration with Comme des Garçons
SS 2009: collaboration with Matthew Williamson for two exclusive ranges of womenswear and menswear only in selected stores
December 2009: ladies knitwear and lingerie range by Sonia Rykiel
SS 2011: collaboration with the blogger Ellin Kling only for selected stores
Few days ago H&M announced their new collaboration with Versace for a new autumn ‘11 collection designed by Donatella Versace.
As it seems H&M has noticed that this kind of Marketing and those collaborations has increased its revenues. We couldn’t notice that some of the collections were sold only in one hour in larger cities.
Should other companies think about the same Marketing approach for their brands?
If we take H&M as an example the answer is definitely YES.
Source: H&M – Wikipedia page