Developing department brand partnerships
Objective
The primary goal was to establish and develop a new department focused on co-creations and co-designed collections with industry pioneers. This initiative aimed to enhance brand awareness through profitable partnerships. The project involved research to align with the company's growth objectives (as well as defining the growth objective), identify potential partners, and strategically plan product launches for maximum impact as well as shoot preparations and event planning.
Approach
I adopted a structured approach, beginning with in-depth research to understand the company's current position, market mix, and organic growth opportunities. Key steps included:
- Conducting a detailed analysis of brand values, market demands, and customer behavior.
- Developing a pipeline of potential partners aligned with market needs and brand strategy.
- Creating a Profit & Loss (P&L) statement from scratch to project costs and profitability.
- Drafting and negotiating contracts to safeguard business and partners interests.
- Managing the end-to-end project lifecycle—from partnership negotiations to design, product quality refinement, launch execution, and post-launch analysis.
Outcome
The first co-creation project for BRUNA The Label is set to launch in October 2024 (previously signed 60 collections for NA-KD). This initiative has laid the groundwork for a sustainable and scalable department that aligns with the company's long-term vision. The structured approach has ensured that all elements are in place for a successful and profitable launch, with ongoing processes established for future collaborations.
Challenges
The project faced several challenges, including navigating external factors that could influence partnership outcomes, such as partner exclusivity with other brands, delays from suppliers, contract negotiations, and timing issues. Additionally, managing partner communication, wishes and desires, response times, and ensuring alignment on terms and conditions were hurdles. For which all mutually beneficial solutions were found.
Feedback
While the first project launch is upcoming, internal feedback has been positive, highlighting the comprehensive planning, strategic partner selection, and framework established for co-creation initiatives.
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