There used to be a clear divide between high-brow and low-brow brands, but these days it’s no longer so cut and dry. In fact, a lot of premium brands are forming partnerships with their more basic counterparts in an attempt to appeal to consumers on a whole new level, and it’s a trend that seems to be on the rise.
A lot of brands are looking to expand their reach and attract a new and wider audience, and this is a great way for them to achieve that. It works on both ends of the scale too—premium brands can appeal to consumers that wouldn’t normally have the cash for their original products whilst basic brands get the chance to attract customers that normally shop in the luxe end of the market, opening up new doors and fantastic sales potential. A couple of examples include the likes of TopShop collaborating with high-end US retailer Nordstrom, and the recently-opened Bubbledogs restaurant in London which serves up hotdogs alongside champagne. A match made in heaven? We think so…
This kind of collaboration appeals to consumers that want the best of both worlds, and it isn’t hard to see the attraction. They can get premium products and experiences at way below the premium price-tag, and in these days of austerity it’s a fantastic move for brands across the board. People still like a little luxury in their lives and this allows them to get that whilst sticking within their means—premium brands still get sales and basic brands get the coup (and the profit) of working with bigger labels, so it’s win-win for everyone concerned.
Consumers across the board are becoming lo-hi shoppers, and any brand that wants to up their market reach should consider a collaboration of this kind. People are willing to mix and match like never before and it’s a great time to get on board, and with this trend only seeming to grow we can’t wait to see what collaborations will come next.