Since its creation in 2004 VEJA has launched 48 brand collaborations. In 2020 only, the ethical and ecologically conscious sneaker brand counted 7 collaborations. Why are brand collaborations so important for VEJA ? How does it impact the brand ?
VEJA started these collaborations in 2006, 2 years after the brand’s creation, which shows how partnerships were central to VEJA’s brand strategy since the very beginning of the brand’s story. From clothing lines to a private organization protecting the ocean, or even an illustrator for kids’ books, VEJA has partnered with a variety of people and organizations.
One of the key values of the brand is their zero-ads policy. For a brand who doesn’t advertise their product in a traditional manner, brand collaboration can come in handy. Indeed, it is the brand’s strategy to rely in these partnerships to get VEJA in front of the target customers.
When you look closely into the list of collabs that the sneakers’ brand has launched so far, you realize that the brand has meticulously chosen partners who are aligned with VEJA’s values: sustainability, inclusiveness, and sense of ethics. VEJA is teaching us how to convey strong message to customers through brand collaborations. Moreover, the customer base of the brands with whom VEJA partners are also the core target of VEJA. This helps the brand create awareness among a curated list of customers.
Acquiring new customers is one thing but keeping your existing customers loyal is another story! Collaborations can be a way to engage your customers and keep them interest in your brand. The new buzz around VEJA relies in their upcoming collab with Emir Shiro, the French artist specialized in subversive collages. This unexpected association between VEJA, a wise and ecofriendly brand, and Emir Shiro’s provocative and subversive art, can be surprising. It is also this type of disruptive collaborations of a brand that keeps customers exited!
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