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Brand Collaborations in the fashion industry

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M&S Chief Executive, Stuart Machin, recently announced on social media that M&S were now including Calvin Klein and Tommy Hilfiger as guest brands, taking their total to over 100 brands on their platform, and with “many more” in the pipeline.

That got me thinking…

Firstly, I was shocked M&S had totted up so many collaborative brands, mainly since 2020, like Seasalt Cornwall, Joules, White Stuff, Hobbs, Nobody’s Child, Whistles, and Jaeger to name a few. In fact, M&S seems to have replaced Debenhams on the High Street! But, it’s a formula that is obviously working. So, what’s the plan? EVERYTHING in with M&S? Retail domination? Maybe a good idea!

How do collaborations work?

Secondly, it’s interesting that there are so many brands that CAN partner with M&S, given that collaborations need to align values or each could water down the brand of the other. We know M&S for “affordable luxury”. A collaboration brings together fans of each brand to expand their reach. Sometimes the brand isn’t another clothing producer too, like when Adidas partnered with Beyoncé in 2019 to co-create a new signature footwear and clothing range (which lasted until 2023). In these days of social influencers, M&S cannot afford to ignore those either. But as we saw in March with Ms Sam Jones in Australia, influencers can quickly fall out of favour and damage your brand if you’re connected with one “wrong post”!

Not just clothes

Actually, when I think about it, M&S (food) have partnered with Ocado to enable M&S to enter the home delivery market more quickly and that seems to have been successful too. I for one was sceptical how M&S could replace Waitrose, but have to say I’ve really enjoyed the change (sorry Waitrose!).

And, then there’s the big beauty brands too. And home and furniture, M&S Bank and Opticians …

Ethical values like sustainability and supporting charity

M&S are also pioneers in sustainability, and were one of the first among major high street retailers to launch “Shwopping” in conjunction with Oxfam, to promote instore clothing recycling in 2008. Customers were encouraged to bring in their pre-loved clothing, which could then be resold, reused or recycled. This initiative aimed to reduce textile waste and support charitable causes too. Win-win.

In-store Personal Styling

Interestingly, they tried in-store personal styling in 2015, but that didn’t last long before they decided to pivot to offering more digital styling advice, which is where most of it seems to be going (except John Lewis, who are still making a success of it, and me of course!).

Brand image

As a consumer of M&S clothes myself over many years, I have seen the clothing appeal to “a certain age” to now being much more appealing across the broad age range. Yet, they have kept the same principles of affordability with quality. It is a store for the mass market, so why wouldn’t they appeal to a broader market by expanding their range without commissioning it all themselves. Well done M&S I say. We certainly need to keep a presence on the high street allowing customers to try before they buy.

In my survey last December of over 100 professional women, 23% reported preferring to try something on before purchasing, and the majority 68%, mixed both options, so I’m happy M&S seems to have the formula right for today’s savvy shoppers.

 

Pie chart showing 23% like to visit a shop before buying, 68% do a mixture of online and store shopping and less than 10% shop online only.

So, if you need any impartial help shopping (whether online or in store), I’m your girl!

Fiona
Your Colour & Style Consultant
07469 246722

 

Goodbye summer, Hello autumn

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In climate terms, 1st September heralds the autumn months (September, October and November). The amount of light in the UK reduces because of the way the earth is tilted towards the sun at this time of year for us in the UK, and so we go from summer to autumn. I wonder what this year’s autumn weather will be: mild and dry or wet and windy? Who knows with the way the world’s weather seems to be changing and less predictable.

Change

One thing’s for sure – this new month means change.

For me, this means changing my wardrobe, to suit the new cooler weather. I usually like to change over my wardrobe – rediscovering clothes I’d forgotten about – it’s almost like buying new without the expense! I can’t say they all fit me though! This is usually when I discover what’s happened with enjoying my social life too much, and I realise it’s time for wholesome home-made soup full of low calorie vegetables. Time for a re-set.

Now, this year has been not normal when it comes to my wardrobe! I would have usually brought out my summer wardrobe around one of the May Bank Holidays, but the weather seemed so cold I was wearing thick tights still into late June. And, here we are planning the cooler months already – it didn’t seem as if I had much time to wear my summer clothes and was reaching for warmer things more than usual this summer. So, instead of packing away my summer things and getting out autumn/winter, I’ve decided to do more of a half-and-half wardrobe. That way I think I’ll have every base covered.

It’s not just about colour

Normally in the summer months my wardrobe looks far more colourful (in lighter colours), and to help me decide what should go and what should stay will take more consideration if I’m going to split the weight of fabrics and colour choices. I will certainly be considering my layers more for this coming season, in case there is a warmer-than-expected day, and I can de-layer more quickly than if I’d worn an outfit without that in mind.

Comfort now seems key

A lot of people talk to me about “comfort” in their clothing choices nowadays. I think this has become a more important feature. So, the fabrics that have more stretch or give in them are great for our lifestyles today.

Sustainability is also key

Plus, a lot more people are thinking about sustainable fashion and are more aware of where clothes are coming from, what they’re made of, and how they are made. And, recirculating clothes for others’ enjoyment when they no longer serve ourselves is much more of a lifestyle choice. Of course I think that is an excellent idea, and will be considering joining the many who seem to think Vinted, eBay, or other opportunities to re-sell is a great way forward for all.

Embarrassment

When I say to ladies that I will review their wardrobe [for colour] as part of the colour analysis process, they often react with horror. After it has happened, 100% say it is the best part [as I’m bringing the theory to life for them]. I wonder if they’re worried that I will be judging how they have set up their wardrobe, or the clothes in it. If it is the clothes in it, my philosophy is that they wear those clothes, and everyone will be judging them then. Or is it that they have clothes in their wardrobe they don’t wear? I’d better allay that worry – I have clothes in my wardrobe I don’t wear … yet. My husband bought me a beautiful silk suit several years ago. I remember trying it on in the changing room but ever since I got it home I put on weight so have never worn it! That’s not the only piece. I also have a couple of dresses where I love them so much I’ve bought two sizes, so that if I do lose weight I will still be able to enjoy wearing them. There you have it, my confession.

Organisation

How to organise your wardrobe is equally personal, depending on how many items you have and the space you have. There are some practicalities that I can advise on, but mostly people utilise their available space wisely. Some clients love telling me how, after colour analysis, they have ordered their clothes in colour sequence. This is how I organise my wardrobe items too.

But the goal is …

But, the goal is not to have such an organised wardrobe that you only see this piece “going” with that piece. The goal is to use as many of your items as possible to get your wear out of them. So, it is about mixing and matching your wardrobe more, so that you need less. I find it fun and exciting when I try something with something it’s never been paired with before, and it seems to work. That is, though, when the colours, patterns and materials work together. That’s the secret of knowing what suits you (colour and style-wise) and choosing pieces that you know will go with multiple things you already own.

Acquiring new to you

I have said “acquiring new to you” rather than buying as people get their wardrobe pieces in many different ways nowadays. It seems very acceptable to shop pre-loved, “swish” [swap] or be gifted clothes.

So, “want” and “need” are different things! In the western world most of us are lucky enough to have more than we need, but this is changing with the economic situation, where people are “pulling their horns in” and the drive to be more sustainable in every way – including clothing – means the latest fashion trend is less desirable. Or is that just for me? Most of my clients acquire a few pieces each season that nods to the fashion – so they keep a current look, but haven’t totally overhauled their entire wardrobe.

New for this autumn

I often get told “I can’t find my colours” at x time of year. So, I decided to set up four Zoom calls of an hour each to help each season find their colours at this time of year. I will go through at least 8 common brands of clothing and pull out items in the correct colours for you. They will be able to be recorded for those who can’t attend, but for those who do attend we can discuss style (if time permits), current fashion, as well as colour. If you want to book your place, find them on Eventbrite here (for autumns); (for springs); (for winters); and (for summers).

So, what do you do?

I’d love to know whether you change your wardrobe over, and if so how are you planning to cope with the changing weather?

If you’d like some input from a self-confessed hoarder [I won’t demand that you get rid of a lot of your favourites, but I will help you think about wearing them differently] then please get in touch.

Fiona

Your [16 years’ experienced] Colour & Style Consultant

07469 246722