Glossy+ Holiday Commerce and Marketing Strategies
The year-end holiday shopping season is a crucial moment for most brands and retailers as consumers flock to stores and websites to purchase gifts – driving a surge in sales. For some brands, [...]
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Mastering Collaborations: The Importance of Authentic Partnerships
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Interview | 0:21:46 -
05/25/2021
Speakers
Mel Peralta
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SENIOR DIRECTOR PROJECT GREENHOUSE, Foot Locker
Product collaborations have caught on as effective tools for driving spikes in sales. While fashion brands’ collaboration strategies span the gamut, increasingly, all are realizing that slapping one brand’s name or logo onto another brand’s product doesn’t cut it to drive buzz. For shoppers, what’s worth waiting in line or splurging on the resale market for are collabs resulting from two top brands actively working together on every step, from product development to marketing. This session will explain how a serial collaborator ensures authenticity throughout the process.
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