SELFHOOD on: Collab culture
by Adele Lefebvre du Prey
Image by Mike Von
Francis x Gucci / The North Face
Khaby x Hugo Boss
Bad Bunny x Adidas
Still with me? Great - you’re likely either under 25 or if not, an older marketer who has made a conscious effort to keep up with culture. Either way, we love you here at SELFHOOD.
You’ll also likely be aware that even though brand collaborations aren’t anything new, they are still tricky to get right.
Brands are increasingly having to think outside of the box when it comes to identifying partners that bring the right balance of cut-through and cultural capital.
In many cases, the more crazy and unexpected, the better. From surprising brand-x-brand collabs like Crocs x Balenciaga (who knew that the world needed high heeled Crocs to take the bins out in?) to zeitgeisty brand-x-individual collabs such as Travis Scott x McDonalds, brand collabs and all the hype that surround them have evolved from the early days of limited edition drops.
SELFHOOD Collective member Rose, 22, told us:
‘Balenciaga x Crocs was an amazing collab! Nobody expected it, it came out of nowhere and we ate it up. This level of camp is what we need in our life. This collab makes me feel like there is hope in the world. Two brands that exist in different dimensions mashing up to create these fantastic products!’
But brands beware - quirky and esoteric isn’t a guarantee of success, particularly when it comes to playing with IP that will be fiercely defended by hardcore fans. As Feyi, 24, told us:
“The Vans x Spongebob was a horrible collab that happened this year…we have seen Spongebob, The Simpsons, South Park and Mickey Mouse plenty of times and they will always have a special place within our hearts but just stop with the promotion.”.
Brands also need to be careful how they’re judging the success of their collabs.
Sold-out limited edition collections are clearly a good sign, but also negligible in terms of their revenue.
More important is the cultural kudos that accompany these collabs and the halo effect that they have on the brands involved - both in the short- and long-term.
SELFHOOD Collective member Sean, 23, said:
“Right now I don't own any pairs from the collection [Off White x Nike]. But I have been following the development of these brands and their style of sneakers for a few years now, and I have to say it’s really hard not to give into the temptation of buying at least one pair.’
This kind of cultural heat might not be itemized in the P&L, but it can be a surefire indicator of a brand’s overall health.
What’s more, with Gen Z already the most influential generation and their spending power due to follow suit, any brands still unsure about understanding collab culture risk becoming obsolete sooner rather than later.