One indication of the ongoing importance of pairings between high-fashion labels and licensed properties from outside the world of fashion is the strong presence of such collaborations at the spring and fall Fashion Weeks and Design Weeks in the world’s capitals of high fashion. These have become key moments to debut joint collections on the […]
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Product as Promotion
Several recent announcements show how corporate brands’ licensing activity these days often walks the line between consumer merchandise and marketing: Luxury meets novelty. Cheetos’ first online store, introduced at the end of November, features an assortment of luxury items, some of which sound like April Fool’s jokes. In fact, the site’s Cheeteau fragrance began its […]