SHAPE Magazine 1 / 2013 - SCA

OUTLOOK
Lindex Missoni collection.
lent its air to a host of different products
is Porsche, where Ferdinand Alexander
Porsche, the grandson of the founder,
has designed not just men’s watches and
eyewear but also external hard drives
for LaCie, cellphones for BlackBerry and
even trams for the city of Vienna. Highprofile
fashion name Prada collaborates
with South Korea’s LG on designing
cellphones, and the world’s leading fairytale
factory Disney asked shoe designer
Christian Louboutin to come up with
a Cinderella shoe that would appeal to
the “Sex and the City” generation when
relaunching the classic tale on DVD.
“I have been so lucky to have crossed
paths with Cinderella, an icon who is so
emblematic to the shoe world as well as the
dream world,” Louboutin says.
For obvious reasons, the apparel
industry is the one field where designer
collaborations come naturally. Leading
38 SCA SHAPE 1 2013
clothes retailer H&M has cooperated with
top names in haute couture, from Karl
Lagerfeld to Stella McCartney. These
highly publicized collaborations have
firmly secured H&M a position among
the 25 most valuable brands on the 2012
Interbrand List of Global Brands, far
ahead of other retail chains and even
ahead of names like Nike and American
Express.
WHEN FASHION RETAILER
Lindex, with more than 460
stores in Europe and the Middle
East, launched the fruits
of a collaboration with Italian design
house Missoni in September last year, the
impact was phenomenal, according to
marketing director Johan Hallin. “Sales
exceeded our wildest expectations,” he
says. “The lines of shoppers queuing
up were long even in smaller cities, and
“Sales exceeded
our wildest
expectations.”
Johan Hallin,
marketing director Lindex.