SHAPE Magazine 1 / 2013 - SCA

H&M and Maison Martin Margiela.
Prada calling. Christian Louboutin’s Cinderella shoe.
our servers nearly broke down from the
massive traffi c to our online shop. Sales
in the third quarter of 2012 increased by
11 percent compared with the same quarter
a year earlier.”
Lindex markets women’s clothing
and chose to partner with the house of
Missoni in part because it has women
in leading positions. The two partners
agreed to donate 10 percent of the proceeds
from sales of the Missoni line to
breast cancer research.
“We wanted our collaboration to result
in something worthwhile; it’s all about
doing good together,” Hallin says.
BESIDES POSSIBLE goodwill eff ects
and commission fees, what’s in it
for haute couture designers who
decide to cooperate with massmarket
outlets?
At Missoni, says creative director
Angela Missoni, “The collaboration
off ered us a unique opportunity to off er
all women aff ordable design and at the
same time help spread information about
breast cancer.”
When America’s second-largest
discount retailer Target entered into
a collaboration on women’s wear with
avant-garde designer Isaac Mizrahi,
some speculated it would erode the
value of his own brand. In helping the
giant retailer become a hip style destination,
Mizrahi was seen as taking a big
professional risk by moving from highend
design to cheap chic for the mass
consumer. But as he told the Wall Street
Journal, “You’re not selling out, you’re
reaching out.”
The collaboration later expanded into
housewares, accessories and bedding,
and it has proved to be a massive success
for both brands.
SCA
DESIGNED
DIAPERS
FEATURE
SCA HAS DEVELOPED several spring
collections for its Libero baby products,
each based on a unique theme
that is used in marketing campaigns,
packaging and diaper prints. Many
collections were inspired by the
fashion industry, with promotional
material showing happy kids stumbling
around on catwalks.
In 2010, Libero developed a football
collection as a tie-in to the FIFA World
Cup in South Africa. The purpose was
to highlight the importance of promoting
physical activity in developing
children’s motor skills.
These commercials have received
a big following on YouTube.
“The spring collections have been
extremely successful in boosting
brand recognition”, says Kristoffer
Wendelboe Jensen, regional marketing
manager for Libero Nordic at SCA.
The spring of 2013 will not feature
a special collection, since the
entire Libero line is undergoing a
redesign by renowned SCA designer
Karoline Lenhult.
Other collections:
2011: “Libero Action” (YouTube
search: “Libero climbing baby”) and
“Dance Collection”.
2012: “Art Edition” and “Love
collection” (YouTube search: “Libero
spring collection”).
2013: The new Libero fairy-tale collection
features different landscapes.
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