What Will Define A Successful Collaboration In 2025?
What You'll Learn:
Brand partnerships that were once considered innovative and daring have now become commonplace in today’s retail landscape, with new drops entering the market on a daily basis. We use EDITED Market to unearth key learnings from past collaborations and how to approach partnerships with a fresh spin moving into next year.
EDITED Market showed that October 2023 was the most popular month for retailers to land collaborations in the UK since January 2022. December 2022 saw the highest number of collaborations in stock online following sky-high arrivals from September to November. In an effort to clear through inventory, November 2022 saw the highest number of collaborations on discount for the first time.
However, brand partnerships are certainly not going away. The number of collaboration SKUs in stock in October 2024 was 13% higher than in October 2023. adidas stood out as the top collaborator in 2024 in the UK market with the highest number of new in products. adidas released buzzy drops with Wales Bonner, Marimekko and Fear of God. Keep track of upcoming releases in our reports below.