The partnership in the world of sneakers
Avant tout qu’est-ce qu’une collaboration en entreprise ?
First of all, what is a business collaboration?
The term collaboration designates any action of collaborating, cooperating or working with one or a group of people. The term collaboration can be realized in several forms but we can also speak of coordination and cooperation which are narrow terms. This working method remains important and necessary so that the skills of each concerned are valued. However, collaboration then has several advantages for the main actors.
In the world of sneakers, the message conveyed by the shoes is a major point in this industry, so the partnership is vital for the sale and dissemination of the latter. We can then identify different partnerships whether with artists, athletes or luxury brands. It is these collaborations that bring a certain social value. As for example with the Air Force Swarovski or the Air Jordan 1 Dior which add a certain luxury and prestige in a pair of sneakers.
Mais comment cela fonctionne-t ’il ?
But how does it work?
The first step remains the formation of a collaboration contract, it is not an employment contract but consists of the collaborator being able to participate in the professional activity of the partner without there being a link of subordination. However, a collaboration contract for commercial purposes stipulates, for example, that the services must be rendered only in order to promote the sale of the goods produced or that the sale of the latter is intended for consumers. Like any contract, the terms of collaboration, that is to say the start and end dates, the prices of the services and especially the object of the collaboration, are also noted.
In the case of Nike, many artists like Travis Scott have helped design many shoes in order to create their own collections. We can report notable collections like the Nike of Travis Scott or the famous Jordan which began with a collaboration with Nike.
Within the framework of the contract, the actors and more often the collaborator have many values to be respected because under contract they now represent the brand. Many sportsmen and artists are the faces of these brands, we can evoke the basketball player LeBron James, the face of the Nike brand, or Kanye West, one of the greatest collaborators of Adidas.
Some employees must wear the brand of their shoe contract exclusively on the grounds of being abandoned by the brand or losing money because it functions as a sponsor and these representatives must wear, show and represent it.
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Ces collaborations qui deviennent un véritable effet de mode
These collaborations that are becoming a real fashion effect
Collaborations have an important purpose in shoe sales. First of all, they are a marketing tool. Using faces or brands known to the company add value to the product while attracting the consumer. On the social front, wearing a pair from a collection allows you to have a certain exclusivity in your dress code but also to enrich and enhance your wardrobe, some also take the opportunity to make a whole collection. Finally on the economic level, it brings a huge advantage to make a notable collaboration.
That is to say that the partner will bring the prestige of the pair which will allow the product to be sold at a higher price. In addition, the fact of making a collaboration allows to reduce the number of consumers by reducing the stock with a limited edition and a predefined number of pairs to distribute.
A pair of sneakers without collaboration can sell for a minimum starting price of 120 euros, a pair of sneakers with collaboration can sell for a minimum starting price of 180 euros. However the prestige and added value of the pair will bring a purchase resale effect which can lead to sales up to exorbitant prices for a pair of shoes, we can mention the Air Jordan 1 Dior which was sold. initially at 1,700 euros and currently worth more than 8,000 euros.
Travis Scott, an artist appreciated in the rap world and by young people
The choice of the partner for a collaboration is important, the latter must have a certain relationship with the public. A celebrity with bad reputations is unlikely to enter into a collaboration contract. Artist Travis Scott is an American rapper and producer who has found success thanks to the help of Kanye West and shares his life with his partner Kylie Jenner with whom he had a daughter. He is an artist known and appreciated by the public, whether on social networks or for his music. He then had many collaborations but we are interested in the one with Nike.
His collaboration with Nike then consists of a collection of high-end shoes. His person causes a strong demand on his collection. In addition to bringing prestige to the brand, they make it and its collection a reference in society. This collaboration brings him about 10 million dollars a year which translates more into the price of the shoes sold as well as all the culture which accompanies it. Nike then receives large benefits because the gains are shared through their collaboration contract.
Unfortunately this does not always have positive points, the artist recently made during the month of November 2021, an Astroworld festival. The artist touching and inspiring a large audience was confronted with a tragic event ranging from multiple injuries and even deaths caused by the conduct of his spectators. The artist finds himself in civil lawsuits which prompted Nike to postpone the launch of one of his collaborations. This tragic festival then lowers the reputation of Travis Scott which greatly impacts Nike sales.