Hello Kitty & Leica? Stella McCartney & Canon? Instagram & Polaroid? Collaborations between big name brands have been an innovative way to appeal to a broader market. Loyal consumers of one brand are also likely to own a product by the other, or they may at least be within the same target demographic. Therefore, as corporate synergy goes, advertisers can readily be enticed into this new market and the consumers will love the exclusivity of the particular item for sale.
Usually, the joint venture is done by producing limited quantities and therefore, making the item more desirable and exclusive. To the consumer that seeks these specialty items, obtaining one of the limited edition items released can become a must-have obsession.
Often times, one of the brands participating in the collaboration can be extremely popular in the mainstream market while the other brand is a little more underground or haute couture. By creating such an unconventional union, this is generally the formula for a perfect marriage and can sequentially appeal to a mass number of the population.
Here are some great camera collaborations:
10) Leica & Paul Smith
Paul Smith is a British fashion designer who has been in the clothing business for over 40 years. In late 2012, Leica approached Smith about joining together to design a camera that represents the Paul Smith brand. As a photography enthusiast Smith gladly accepted. The collaboration was for the limited edition X2 camera and releasing only 1500 cameras.