Collaborations are an intrinsic part of the ever-growing fashion industry, and we are expected to see more of them. Most recently, industry-leading brands have announced the latest collaborations: Wood Wood and adidas, & Other Stories and A.W.A.K.E., Puma and Tracksmith, Gant and Wrangler, Anthropologie and Alice Temperley, and Pokémon with Clarks.
A study conducted by online resale platform StockX found that collaborative effort is the key to success of the world’s fastest-growing brands right now.
The study compared StockX’s Current Culture Index’s fastest-growing brands during the first six months of 2021 to the same period in 2022.
In the first half of the year, YEEZY was named the fastest-growing brand thanks to its collaboration with Gap; which also sent Gap’s stock price up 40 percent in June 2020. In addition, a 1,063 percent increase in YEEZY trades was also seen on StockX’s platform in the first half of 2022 over the previous year.
There was a 582 percent growth rate for Uniqlo, another fast-growing brand. Its collaborations with Marni and Undercover were key to the brand’s rapid growth on the platform, StockX noted.
Hoka, a cornerstone of the resale market, was the fastest-growing sneakers brand with 3,606 percent growth. The company said its collaborations with Bodega and Moncler “helped spur on secondary market demand”.
Puma came in second place thanks to its collaboration with NBA star LaMelo Ball, which helped the brand grew 415 percent year-over-year.
Birkenstock’s success last year remained in the top five of StockX’s sneaker table in 2022, credits to its collaborations with Stüssy and Manolo Blahnik.
Swatch topped the list of accessories with 4,771 percent growth in the first half of 2022, with the launch of Swatch x Omega MoonSwatch, making it the best-selling watch collection in StockX’s history.