Sponsors
Billabong ▲ +0.005 | PPR ▲ +0.55 | American Apparel ▲ +0.048 | The Buckle ▲ +0.15 | Columbia ▲ +0.59 | Deckers Outdoor ▲ +1.13 | Dicks ▲ +0.79 | Foot Locker ▲ +0.29 | Genesco ▲ +0.70 | Iconix Brand Group ▼ -0.26 | Jarden Corp ▲ +0.82 | Nordstrom ▲ +0.10 | Luxottica ▲ +0.74 | Nike ▲ +1.74 | Pacific Sunwear ▼ -0.035 | Skullcandy ▲ +0.12 | Sport Chalet - 0 | Urban Outfitters ▲ +0.03 | VF Corp ▲ +0.29 | Quiksilver ▼ -0.038 | Zumiez ▲ +0.09 | Macys ▲ +0.38 | Tillys ▲ +0.04 |
Ticker Sponsor
Professional Services
Friedman Stroffe & Gerard, P.C.

FSG’s Action Sports Practice Group provides legal services to the action sports industry. Our clients include surfers, skiers, snowboarders and skaters, as well as sponsors and leading apparel companies. Our attorneys serve in positions with industry organizations such as the Association of Surfing Professionals. We know your business and can provide full-service legal solutions to meet your organizational needs.

More Professional Services...
Readers Say
Great insight into the issues
Great insight into the issues

I am a big fan of Tiffany and her team as well as an avid reader of Shop-Eat-Surf. I shop, I eat, I surf -- I should pay.

- By Kevin Bailey, President, Vans
Always a good daily read
Always a good daily read

Shop-Eat-Surf creates a good source of timely information about the industry. The site makes all types and size companies feel part of a community where everyone is stoked to hear about other companies successes and ideas. It is always a good daily read.

- By Ted Li, VP of North America, Oakley
Industry Insight

CIT: West Coast team featured in Fashion Manuscript.
FSG LAWYERS: Represented Loomworks Apparel (P.J. Salvage) on its acquisiton by Delta Galil.

Details on Industry Insight.


Tiffany Montgomery
Print This Article

Tips on collaborations from Schillereff, Gehris, more

By Tiffany Montgomery
December 08, 2010 6:00 AM

I’m catching up this week on some of the useful details from the panels at the Industry Boot Camp.

 

Click here to read a previous story about tips for sales reps from the Boot Camp.

 

Collaborations

Brand representatives shared some lessons they have learned from working on collaborative products with other companies.

 

Here is a short summary of some of the information shared.

 

Johnny Schillereff of Element spoke about Element’s successful collaboration with Toms that took place in 2008/09.

 

The collaboration included co-branded Toms shoes and Element skateboards, and used the “one-for-one” concept.

 

Toms ElementToms and Element ended up giving away 20,000 pairs of shoes in South Africa, where Element also supports a skate camp. They also gave away skateboards to kids who skate at the camp.

 

While the Toms/Element collaboration turned out great, Johnny advised brands to be very, very careful about collaborations.

 

He recommended brands not do a lot of them because they can be a distraction, one brand can be trying to ride on another’s coattails, collaborations can dilute a strong brand and can put a brand identity at risk.

 

Collaborations can tribute to your brand equity or take away from it, he said. “There’s nothing in the middle.”

 

Here are some of Johnny’s tips:

 

1. It’s all about the relationship. You need to work together so it stays strong during the process

 

2. Figure out the all the logistics up front.

 

3. Know when to stop.

 

4. Create a way to measure results.

 

5. Define the distribution channels.

 

6. Keep minimums low – you want to feel like the collaboration was a success.

 

7. Make the branding on the product clear.

 

8. Keep communication open – you cannot communicate enough.

 

9. If it feels right, you should do it.

 

See Page 2 for tips from Vestal, Reef and DC Shoes

Previous 1 2 Next

Articles You Might Have Missed