# Credit Crunch Co-Branding Joint Ventures Gain Popularity As The Recession Worsens By Christina Butty | Published 2009-03-27 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/joint-ventures-cool-pproducts References: [monocle](http://www.monocle.com/The-Monocle-Weekly/) As this recession drags on, retailers are fighting eroding sales. Many smart retailers are looking to innovative joint ventures to entice customers to their cash registers. Though not a new idea, many companies are going this route because they are seeing sales in their core items decline. Using the synergy from two popular brands to create an exciting product is always popular; the more innovative the better. From the [Versace Hotels](https://www.trendhunter.com/trends/tag-bag), to [Hello Kitty](https://www.trendhunter.com/trends/stoney-clover-lane-x-hello-kitty) cosmetics for [MAC](https://www.trendhunter.com/trends/club-mac), to Stephen Sprouse for Marc Jacobs, these collaborations are always hot. The video shows the hysteria that ensued when Roberto Cavalli collaborated with H&M to release a more affordable collection. ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 15% | Activity: 80% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### Key Themes Behind This Trend - **Joint Ventures:** Opportunity for retailers to team up with other brands and create innovative products to boost sales. - **Co-branding:** Using the synergy from two popular brands to create exciting and appealing products for customers. - **Affordable Collaborations:** Creating more affordable collections through collaborations with high-end brands to attract a wider audience. ### Where This Applies - **Retail:** Retailers can explore joint ventures and co-branding strategies to combat eroding sales and attract customers. - **Hospitality:** Hotels and resorts can partner with luxury brands to create exclusive experiences and offerings for guests. - **Beauty:** Cosmetic brands can collaborate with popular franchises to launch limited-edition collections and create buzz in the market. ## Related on Trend Hunter - [Collaborative Retailer Capsules](https://www.trendhunter.com/trends/target-collection.md) - [Luxury Fashion-Inspired Hospitality Initiatives](https://www.trendhunter.com/trends/burberry-and-the-standard-ibiza-hotel.md) - [Collaborative Fashion-Centric Capsules](https://www.trendhunter.com/trends/vivienne-westwood-and-palace.md) - [Collaborative Beauty Events](https://www.trendhunter.com/trends/stoney-clover-lane-x-hello-kitty.md) - [Collaborative Cosmetic Concept Shops](https://www.trendhunter.com/trends/hourglass-and-barneys-new-york.md) - [Music-Informed Fashion Collections](https://www.trendhunter.com/trends/roc-nation-and-moncler.md) - [Fictional Brand Collaboration Websites](https://www.trendhunter.com/trends/brxndai.md) - [Consumer Brand Launches](https://www.trendhunter.com/trends/labor-smart.md) - [Collaborative Statement Footwear](https://www.trendhunter.com/trends/crystalstudded-clogs.md)