Fashion's High/Low Collaborations Measured By Media Impressions
We have another high/low fashion collaboration on our hands — Versace has teamed with H&M for a capsule collection that will be in stores tomorrow, which is sure to incite a fair amount of frenzy.
This one, of course, follows in a long line of collaborations, most recently the Missoni/Target collection that caused mass hysteria in person and online. Interestingly, given all the consumer interest, The New York Times says that it’s the media attention that really pays off for the retailer side of these partnerships.
“In fact, their success is not measured in dollars, but in overall media impressions, the metric used to determine how many times consumers read or saw a mention of the collaboration in the news media.
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