Fashion Collaborations: Creating a Successful Product, Together

1. Trailer: - My name is Rick Williams. - I'm the owner and creative. - The record of a distinct light also owned a retail space, - and I love Michigan car Burn rubber, - Moscow apartment and nobody here I am Frank Butcher, - owner and creative director of the AU, - most known for speaking collaborations, - music projects and so on. - And I'm also a partner and noble. - Creative collaboration is something that can mutually benefit both brands or two parties. - It's almost like one of things. - That street, - where that's that's laughed at now, - is like another ex. - It is not. - Value was not a really organic, - authentic partnership. - That X means nothing, - but we're going to share with the community the best way to properly execute collaborates - with me collaborations. - It's not only footwear focused. - It's more the concept in the theory of two separate partnerships, - both creative all right, - both having brand messages and identities that their their own, - working together to create some new 2. Identifying Brand Value: - So the first lesson that we're going to talk to you guys about his identifying value and I - think a great way for me. - Teoh kind articulate that Teoh is kind of give you one of my experiences. - My first project ever was with my retest face, - burn, - rubber and the collaboration was with new balance. - New Balance is a brand that I've always been a fan of, - probably my whole life, - and they actually make one of my favorite shoes, - which is empty 58 So I said to myself, - even before I got the opportunity that when I, - if I ever got the opportunity to design a shoe with new about, - I want the 1st 1 to be into five so that right there is an identification of about I'm a - fan of the brain. - They have one of my favorite shoes, - and it's a shoe that I feel globally was sought. - So what? - I did Waas. - I went and I discussed. - I talked to new Balance at different trade shows, - you know, - we didn't talk about a project, - but we just talked about the brain, - talked about products that they had now, - and products that that they were coming out with your building over poor building report. - Exactly. - We were, - you know, - and a lot of times the brands can benefit from that. - You know, - they like to see what what the consumer might be. - In that instance, - I was the consumer. - My next job was to help New Balance recognized the value of working with burn rubber, - and what we did was way showed them. - Basically, - we had we had record of what selling. - They know what's been selling in the Detroit area. - We really wanted to build some energy. - We talked to them, - showed them the things that we have been doing showedem different marketing that we've done - in the area. - You know different things with different releases, - and we kind of made our case now to interject. - It's to that point where you have to translate when new balance is about to the people that - shop in your city and in your shop. - So yes, - new balance cells in Detroit. - But he could sell more if people understood what the culture is about. - And that's what Rick's job is toe to pull it together. - So from that point, - after we established the value we went. - We took what we what we know about our city, - what we know about our brand and married it with the new balance. - The story for that shoe was basically about burn rubber. - It was our first shoe the first time we designed a project. - So we just took the inspiration of the shop and the colors that you would see in the shop. - And then we brought that and translated that to a silhouette which was 5 80 and then so so - far. - So what took the opportunity to talk to new balance to say, - Listen, - I love the product. - Let me show my city how to love this product. - So that was the value in that Rick seeking company. - He has a passion for convincing that company that there's value in working with him to get - a better stronghold on the region of the country that he represents. - If you got a company you love Brandon, - you have a passion for a branded develops product that you love and you using every day now - on your side of things. - Think to yourself what you can add, - Teoh, - a specific product that this company, - you know, - develops and sells that can make it better that can. - That can make it broader. - That could make it more interesting. - Do you ask yourself, - Do you know, - do the people that you deal with Are they into that same product the way that you are? - If not, - that's a That's a level of opportunity. - That's a potential value, - because if you can show this company, - you have this amazing product. - If we work on this together, - we can possibly take this product and get into the hands of these people. - That's really what it is, - not just footwear. - You love organic iced tea. - It's select your local grocery store is your favorite drink. - You see that your buddies in your neighborhood and the people you hang with really know - about this. - I see because it's not marketed to them specifically, - how would I be able to introduce this product that I love to a different set of people? - That's what we do. - I see a sneakers. - It's delicious, - delicious 3. Creative Storytelling Through Product: - Now that you have identified your value, - we're gonna take you into the next step, - which is storytelling private. - There's two ways that you can tell a story. - You can either take a literal story, - maybe like a statue or or landmark and designer shoe based off of that. - Or you can take an inspiration from something and tell the story through materials. - I got a good example to when I was a kid. - 1988 1989. - A lot of the older kids that wanted him back. - A lot of hospitals, - a lot of guys getting money, - war specific shoe. - It was a D this form, - and it was high form and had a little crest on it, - right? - It was a luxe version, - you know? - So it was all total sway does. - And but it's on. - These guys look bucks. - So me as a kid 1989 I'm, - like, - fifth grade. - You know what I mean? - I'm watching this. - I can't afford it, - But I'm watching, - and I always remembered like, - yo, - the top dogs in my neighborhood were wearing this shooting us. - It was like my dream shoe might as well have been Gucci and Louis Vuitton and I'm seeing it - fell so so out of reach for me. - Fast forward. - 20 Some odd years, - you know, - may have, - ah, - an opportunity work with Adidas Exactly what we're talking about. - What is the value we get over that? - What is the story? - I'm like, - You know what it was assumed? - That means a lot to me in my youth that told the story this version of an Adidas form that - was super luxe at a Creston beside. - Nobody knew what I was talking about. - That then things weren't created in limited runs as a marketing strategy as a leverage to - build energy. - It was really because no one's buying the shoot. - So if they made 1000 pair of this forum, - it was because that 1000 satisfied the East Coast satisfied the Philadelphia customer in - your customer, - the Boston custom of the multiple customer that made enough to satisfy who didn't either to - satisfy. - So there was no real archive system to go. - Let's look up this shoe 1989. - Hold on. - Let me put it in the flux capacitor and go figure it out. - You know what I mean? - So I had to find a shoe. - D. - J M's, - which is, - Ah, - famous DJ Adamia, - who has an extreme passion for leaders in a Rev. - Adam Levinson, - who works in a sneak in the street but was amazing, - you know, - big time so he could collect the they had the shoes in their closet. - I'm talking about 20 some years old because their collection ran out, - so I lived with them. - They sent me a pair each. - I packed a bag and went to Portland, - pulled out the shoe, - and it was like show and tell. - Nobody's seen this you before and my story was like, - Listen, - this shoe was the epitome of fly, - the epitome of top of the world to me as a child in 1989 I want to bring this shoe back. - I want to bring the shoe back. - I want to recreate the shoe in its luxe version. - I want to get that crest back on, - and I want to tell the story about this. - You meaning so much to me in my neighborhood when I was a kid. - Today, - I want to tell that story today, - and that's what we did brought to shoot back you tuned it in because obviously, - you know, - 1989 factories were a little different. - That's part of the development of Shoot me to To them. - We made it right, - you know, - brought shoe back. - We presented a crash story. - We dubbed it The Hustler's Crest because of the people who want a time. - And that was the story for that project. - So it wasn't me going in the office and seeing the shoe on the show. - It was me recalling something that meant something to me taking the steps to secure the - sample, - secure physical shoes and then moving forward and trying to recreate this project and - reintroduce it with this story that meant so much to me in that something to them, - you know, - saying after we figured out what it waas. - But the story meant so much to me. - I wanted to be with it, - be the person that retailed us to bring that back, - and I think I did it the job. - You know what I mean? - I think that's a perfect transition to third to the third point, - which is marketing. - Yes. - In a lot of times, - you can tell you can only tell so much through the shoe. - The story gets finished and completed when it gets to this last section, - which is marketing. - So at the end of the day, - when you're telling a story, - it could be a simple as saying your name, - putting your brand identity. - Or we could be taking on a bigger, - a bigger project and you're telling a story of a city in a landmark or or something that's - important. - Tell the story of something that's valuable in your childhood. - So we kind of covered the rate every day we've done products have represent the cities that - we that we come from. - We've done product that represents our Brandon from our brands. - We've told stories about memories and our child with things that way out wearing point. - So we found stories. - We found inspirations in all types of things, - and the best thing we can tell you to do is just have that open mind and look for - inspiration. - Inspiration is everywhere. - Look for that inspiration and follow their, - you know, - pay attention to listen. - Listen for the ideas to come, - and that's how you're gonna you're gonna end up telling this story that that that's put on - your heart 4. Building Your Pitch Deck: - so the final step in executing a quality collaboration is going to be to me is probably one - of the most important is gonna be the marketing. - So you've already already established the value you establishes story, - the shoes are made, - and now it's time to figure out how you're going to communicate with the consumer. - To me, - this is the multiple step, - So me is the equivalent of you being the best chef in the world. - But nobody knows about your restaurant. - So we put together a shoe. - We put together a story that led us to design a tissue. - Now we need to communicate all those details out to the consumer and give us your contacts - . - This is the step, - right Before you deliver on all your promises, - everything that you said, - the value that you're bringing to this company, - all of that. - This step right here is what's gonna get you. - So I guess one of the first things that that you're gonna do is you're gonna have to take - quality photos, - photos that show the detail of of the shoot shows the detail or whatever the product is. - Now you need to put yourself in a place where you are speaking to someone that has no idea - . - No, - prior sometimes is a little hard because you kind of brush over things because you already - known it's not even sticking out of it, - you know, - made this. - These are things that are not popping up flat is not happening. - You is your story. - You know what I mean? - But your consumer starting at zero now you need to figure out the bar that you want to set - in the bar That we said is very high. - You know what I mean? - Like the story with the Forum crest, - the photography wasn't just digital photography. - Let's hit the partners, - do this really quick. - There was we were proactive and making sure that the style of photography fit the story. - And what that comes figuring out what type of film Figure out location, - figure out everything that fits. - Figuring out the proper development of these photos. - A proper scanning of these photos, - you know? - I mean, - there was a whole process lined up in us trying to ensure that our story wasn't devalued by - assets that weren't upto park. - Look at the companies that you care most about. - You care most of them about their products. - Whether it's 90 or Pepsi, - he'll g shock or what have you, - And see that the way that they speak to you and how they get you intrigued and what they do - . - So those assets are gonna be the last thing to get your way. - You need to go. - So you cannot just bypassed that and glaze over that. - You need to make sure that all these assets off bump our quality. - Like I said, - images graphic story. - Get that together. - After you have that together, - figure out the way you gonna deliver your message leather with social media, - whether it's other block sites that located to the demographic, - trying to speak to whatever they print, - whatever that the resource, - whatever the partner, - whatever the lane that you need to get into the Libyan message means and do that research - and understand those also partnerships. - So understand what they need. - Understand what? - How they do their job so you can develop assets and present them in the proper way to these - places to get your message sent out to who needs to receive that much everything that - you've done the whole process. - This is the end, - and it's important that you don't lose your steam at this moment. - This is that moment that is gonna make a break your project. - So it's important that you really take the time and really brainstorm as many ideas as you - can so that you can have the highest quality marketing behind your project. - So as a way to bring everything together, - we're gonna have you combined everything that you've done throughout each one of these - lessons. - Teoh created delivery, - A project of your home. - So this is where we see it. - Find a partner. - Obviously you're in a student phase of your of your development in your life, - but it doesn't matter. - Final of brand as valuable to you, - find a branded. - You have a passion for find a partner that you feel you can lend perspective too, - and develop a product. - The world is yours. - Be as creative as possible. - Uses opportunity to do things in a way that you always thought that they should be done. - You can use it. - A shoe companies food product. - Use a sports team that can use a record label whatever you're in. - To find that company and figure out a way for you to work with that company that lends - value to them. - Answer yourself step to find inspiration. - If it is a food company you Della with and they make a specific your favorite food your - favorite snack, - find an inspiration to develop a partnership on that snack. - What's on the shoe on that hat on that T shirt? - What's your story? - What's your angle? - What do you want to tell through the development of a collaborative price? - Step three Put together Marketing plan. - Your marketing is not something that just comes easy. - I understand people dedicate their lives to developing marketing skills. - We understand that. - But what we do know is how companies intrigue us to buy into what they're doing. - So when you figure that out, - you can apply it to what you're doing. - So put a plan together, - figure out how you gonna do with that message in creative ways you might have Ah ah, - street focused campaign that uses flyers and hidden street art and things hiding in bushes - and churches like you can do whatever you need to doing whatever you It doesn't have to - always be Internet based, - but think of a creative way to deliver the message on you in your partnership with ex. - Keep in mind that that step is going to continue to tell your story. - Actually, - you're not telling your editorial. - I think that's very important. - I think that a lot of people in our world use less words. - Nation, - sometimes just photo driven. - That's all good. - But you know what? - Nothing can replace it. - This story nothing every place, - a set of words that really Conexant. - Somebody explains it in this beyond a shadow of a doubt. - I know what this Get your pen game going. - Jump on Microsoft Word and really tell this story is your story to tell one thing that I - learned and I remember telling you this before, - If you leave holes in your story, - somebody's gonna fill it in and they might get it wrong. - So if you send in our situation, - we send a set of pitches of a sneaker to, - ah, - prominent sneaker blob, - and we don't really outline the message the way that we want to write it the way that we - want to present it. - They might take liberties because they have to be. - After the added for something that's for something together, - and they might misunderstand where you stand. - And that message could be, - you know, - skewed. - You know what I mean? - So you need to make sure that you are very clear in your message to the consumer. - Make sure that nobody can screw without nobody can miss understand? - Nobody can, - you know, - take a piece and flip it and fill in the gaps. - Make sure that your story is fully told. - Put that together in the presentation and uploaded to our school shipping, - and we're gonna check it out. - And honestly, - if something is that amazing, - I'll take I'll take it upon myself. - Teoh, - reach out to you and reach out to that company and try and connect the dots. - That's what it's about. - So if you bring something that that's a is that amazing, - it's were blown away by, - I'm gonna take those extra steps to reach out to you and to reach out to the company and - try and connect that what that stress is. - Just be as creative as possible. - You gotta understand that there's a staff and all these companies that potentially do what - you are pitching it to go there is a whole floor of designers and every shoe company we've - ever worked with that in the sense are doing what we're pitching to do. - So what makes us different than that whole flow of people that went to college? - And they've been in the company for years and you know, - the product in and out. - The difference is our perspective. - That's something that they can't learn. - That's something that they just can't pick up. - So use your perspective. - I'm listening for. - Decides all the best. - X is lonely. - Absolutely, - it is. - That's it. - Good luck. - Good is Rick. - This is fine.