In a market where competition has increased over time, even successful companies need to come up with new ideas to expand their brand exposure. This is why co-branding has become more widespread and it has proved to have several benefits. Besides improving the brand image, partnership is a way of enabling brands to compete in new markets, offering unique competitive advantages in their own markets, and even a way of gaining new distribution. Various fashion companies have embraced collaborations and most of these joint ventures have turned out to be very successful. H&M is without any doubts a leader in this field. Every November a capsule collection made in collaboration with…
