The Business of Designer x Mass-Market Collaborations
The current status of the designer x mass-market retailer situation is up in the air a bit.
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Of the designer collections ... most do not sell out. In fact, not only do the collections not sell
out, they often end up heavily discounted after the fact. Yet, these
partnerships of sorts have not ceased, suggesting that actual sales are
not necessarily the only focal point.
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Moreover, big brands like H&M tend to pay large sums – up to $1
million, if the rumors are true – to a creative director to front a
collaboration like this.
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