Collaboration can be defined as "coming together to work toward a common vision." The collaborative process is intended to move participants away from the traditional definition of power as control or domination and towards a definition that allows for shared authority. This results in greater achievements than would be attained by one organization working alone. (NICIC 2004)
Reasons for collaboration can be different for different company. H&M make collaboration because they will became more popular and increase their profit. For different companies with which H&M collaborated were reasons different. For example Versace decided to collaborate with H&M because
''I know that with H&M collaboration I am going to reach a much wider audience than usual. When I am going to see young people walking in the street wearing iconic pices, its going to be fun'' (Versace 2011).
One of the most famous collaboration of H&M was with Jimmy Choo. Collection was available in shops in November 2009.
|H&M and Jimmy Choo|
The collection was focused on nigh out clothes like shoes, evening dresses, handbags and pumps. The range was from £30 to £70 but some dresses were over £100. Designes were much cheaper than genuine Jimmy Choo lines and little bit more expensive then H&M lines but definitely was affordable, H&M 2009.
|Jimmy Choo collection for H&M|
The collaboration was a big success and it brought other collaboration with Lanvin, Stella McCartney, Sonia Ryckiel....
Other famous collaboration of H&M was with Versace, which was released in November 2011. The collection was easy described as fun, colourful, sensual, iconic. Collection had 40 pices for females and 50 for males. The price range was about £100 and definitelly was successful.
''For the collaboration we’ve brought back from the archives as well as from more recent collections, some of the key icons of Versace, such as the bright prints, the Greek key and daring cuts. I can’t wait to see how H&M’s wide audience will make these pieces their own'' (Versace 2011).
The full collection you can find on the link: http://www.youtube.com/watch?v=2OsDzhhVLZ8&feature=related
The newest collaboration of H&M company is with David Beckham.
|Beckham for H&M|
“The debut of David Beckham Bodywear is a very special moment for us at H&M. It marks the beginning of a new kind of long-term partnership for H&M, one based on quality and excellent design to H&M prices. I am very excited to see how our customers will receive the David Beckham Bodywear collection.”( Karl-Johan Persson, CEO of H&M 2012).
H&M customers expect these collaboratins nowadays and that is the reason why H&M will lunched collection in March 2012 and this collection will be in collaboration with Marni H&M 2011.