What is a collab?

It is first important to understand the origin and history of collaborations before defining the ‘collab’ and its objectives. Then, it’s essential to review the different types of ‘collab,’ with examples, to better understand why they hold a central place in contemporary marketing.

How do you define a collab? If you open the dictionary, you’ll likely find this definition:

• The act of collaborating, participating in a work with others.

• Participation in creating a shared work.

• Collaboration is a partnership, a union, the act of producing or making something together.

In the marketing world, a ‘collab’ can take various forms:

• Collaboration between one brand and another big brand

• Collaboration between two major brands

• Collaboration between a brand and a personality (artist, influencer, etc.)

• Collaboration between two personalities (artists, influencers, etc.)

A ‘collab’ highlights the meeting of two distinct worlds, whether brands, artists, or influencers, leading to the creation of a joint project or work that reflects the unique DNA of the two parties involved.

Origin of the collabs

Where does this “collab” trend come from and what benefits does it create for a brand?

Since its birth in the 2000s, the trend for brands to create collaborations has grown exponentially to become the must-see in the life of a product. Also called a capsule collection, the “collab” brings together big names in fashion, spirits and electronics to create bridges with popular artists, young designers and other brands.

The goal? To stand out from competitors. These strategic collaborations allow brands to:

• strengthen their brand awareness

• attract new customers

• enrich their product offering

By focusing on innovation and creativity, they can create unique experiences that captivate consumers and encourage deeper engagement.

In 2004, H&M launched its very first collaboration by creating a capsule collection with Karl Lagerfeld. With now 15 years of collaborations to its credit with a dizzying panel of designers (Balmain, Lanvin, Moschino…), the ready-to-wear giant has made capsule collections its new DNA. An immediate effect in the perception of its brand image which enabled it to broaden its target clientele by developing these ranges deemed to be more qualitative, and above all more expensive.

n 2004, H&M launched its very first collaboration by creating a capsule collection with Karl Lagerfeld. To celebrate these collaborations, which have now lasted for over 20 years, the brand re-released iconic pieces from collaborations over the past two decades.

And there it all begins: with the practice of capsule collections, luxury becomes accessible to the general public. This was enough to turn it into a selling point. H&M was quickly followed by Uniqlo and Ikea, where launch days are filled with long lines at store openings. The practice of capsule collections and limited editions makes the biggest names in fashion, art, and design accessible to the public, proving to be a marketing strategy with undeniable sales power

The history of collaboration is also closely linked to that of digital technology and the ubiquity of social networks in communication. Faced with this constant demand for content creation and “buzz”, art and the figure of the artist are privileged vectors for creating original and renewable content.

Collaboration can take many forms:

• live painting

• performances

• clips

The series of clips of Samsung washing machines repainted by the artist BOICUT with the slogan “Wash & Create” is a good example of the diversity of possible collaborations with new media.

Several types of collabs, several marketing objectives

A brand can choose to partner with different types of entities, each time with a well-defined strategy. By collaborating with artists, influencers, or other brands, it can adapt its approach to maximize the impact of each partnership. This strategic flexibility allows the brand to reach diverse audiences, enhance its image, and create unique experiences that meet consumer expectations while standing out in the market.

1. THE COLLAB WITH ANOTHER BRAND

Two brands can decide to collaborate to benefit from the exchange of visibility; one brand will share its community with the other and vice versa. This type of collaboration is usually represented by a limited edition product, defined over time. This is the case with the collaboration we built with 1664 and Maison Kitsuné, which you can discover here.

2. COLLAB WITH A PERSONALITY OR INFLUENCER

A brand partners with a celebrity to benefit its audience. This model is in a way the ancestor of influencers: a person is paid to represent the brand through an advertisement. With the emergence of social networks, a brand can more easily target an account that has a community perfectly suited to its target and thus benefit from it.

3. THE ARTISTIC COLLAB

This is the epitome of collabs. Asking an artist to give the brand the benefit of his gaze is the assurance of an original campaign with careful storytelling for an action that marks people’s minds and lasts over time.

These collaborations can result in:

• a limited edition
• a mural
• an event
• a sensory experience
• a communication campaign

Each time, with significant results.

Collab Factory is this research head alert on artistic trends to serve your strategic thinking. We fuel the creativity of a brand through unique collaborations and upstream curative work.

If the artistic collection allows the general public to access products associated with luxury, collaborations have another impact on the commercial sphere: the phenomenon of artification.

In fact, alongside the world of luxury, it is also the artistic sphere that brands are inviting in their strategy to develop their products and their image, both in advertising (Apple advertising clips produced and danced by FKA Twigs) than in events or limited editions. All are doomed to become a work of art, to such an extent that the neologism “art’keting” has appeared in the vocabulary of marketing professionals.

By digging deeper into this strategy, some luxury brands are even seeking to reclassify their production as a “work of art”. We then praise this phenomenon of “artification”, as defined by Nathalie Heinich and Roberta Schapiro in the book Artification: an investigation of the transition to art.

But the phenomenon of artification, while it took its first roots in the luxury sphere, is now widely spreading and tending to become more democratic. As the middle class continues to grow in our societies, the consumption of culture is also on the rise and brands are increasingly partnering with artists to meet these aspirations.

This movement enables brands to create culturally valuable products while capitalizing on creative collaborations that attract customers seeking exclusivity and authenticity. These partnerships help brands offer unique experiences that resonate with an audience looking for deeper connections and meaning.

Collaboration is also an ideal vessel to allow a brand to assert a commitment to values without falling into political mobilization. Collab Factory works with a panel of artists committed to different causes in order to give a legitimate voice to the brands that solicit them.

Collab Factory collaborates with a range of artists involved in various causes, offering brands the chance to communicate credibly and meaningfully on sensitive topics. These partnerships help strengthen a brand’s image and emotional connection with consumers seeking social responsibility. An example of this is the collaboration between Innocent and Alice Louradour. To explore this project, you can find more information here.

Boost Your Brand with Creative Collaborations: Start Your Next Successful Partnership

Looking to elevate your brand with a creative collaboration?

Connect with artists and influencers to create impactful, authentic partnerships that resonate with your audience. Let’s discuss how we can bring your vision to life today!