Collaboration: Patagonia and Sunspel are the two brands which I decided to collaborate, I believed this would be successful as they both align with similar values (both look to prioritise the planet). Although Sunspel are seen to tackle the sustainable issue, Patagonia certainly do more in their power, I therefore felt it was a perfect opportunity for Sunspel to partner up with a brand which are arguably in the sustainable light. Whilst Patagonia would be the leading brand in this collaboration, the partnership with Sunspel will benefit this brand in the future as sustainable efforts become less optional and more of a necessity (due to generation alphas loyalties). Strategically I chose two brands which are non-competing, I believe that this offers great potential for audience expansion as both brands can introduce their consumers to the partner. As both brands will be entering into each other’s markets, the brand collaboration can help advertise the business in a new way to a modern consumer.
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