Sumary of Looking Back at a Year of Surprise Collaborations:
- We examine how unique collaborations have infused hope and energy into a marketplace dominated by pandemic fears, and in turn have helped to build more meaningful brand communities..
- Due to the Covid-19 pandemic, not only has shopping shifted to online, but customers needs and wants have changed..
- But they also desired relief from the constant stream of pandemic news and the monotony of being cooped up at home..
- This made the marketplace ripe for fashion brands to try new ways to engage their customers—outside of their normal, “tried and true”…