Whimsical Wardrobes: Discover how this brand collaboration bagged MAGICAL results!

Tuesday: Return Driven Strategy FROM THE DESK OF MILES EVERSON: Hello and welcome to today’s “Return Driven Strategy (RDS)!” I’m excited to delve into another interesting topic with you. If you are new to RDS, it is basically a framework structured like a pyramid, featuring 11 principles and 3 foundational elements. When effectively implemented, these principles help both businesses and individuals achieve their organizational and career goals. Today, let’s put a spotlight on the 7th principle of the RDS framework: Partner Deliberately. Prepare to be whisked away on a whimsical adventure like no other as we delve into how these brands succeeded through deliberate partnering! CEO, MBO Partners Chairman of the Advisory Board, The I Institute

Whimsical Wardrobes: Discover how this brand collaboration bagged MAGICAL results! A cursed woman, an eccentric wizard, a fire demon, and a moving scarecrow meet haute couture? This sounds far-fetched, but in the magical world of fashion, anything is possible! In February 2021, the Spanish luxury brand Loewe collaborated with Studio Ghibli to create a collection inspired by Hayao Miyazaki’s beloved animated film, “Howl’s Moving Castle,” featuring leather goods and other fashion accessories. When Fantasy Meets Fashion: Studio Ghibli and Loewe’s Shared Aesthetic Appeal “Howl’s Moving Castle” follows the story of a young, spirited milliner, Sophie, who is transformed into an old crone by a witch’s curse. While navigating her cursed existence, she forms an unlikely bond with the enigmatic wizard, Howl, and his motley crew of companions. Since its release in 2004, “Howl’s Moving Castle” has become a cultural phenomenon, inspiring many adaptations, products, and even fan works. With the film’s stunning animation, compelling plot, and memorable characters, it solidified its status as a beloved classic in the world of animation. That is why it’s a no-brainer that Loewe drew inspiration from the magical animated series and collaborated with Studio Ghibli. At first, the collaboration seemed unlikely because what does an animated film have to do with a luxury brand? The surprising answer lies in their shared pop cultural and aesthetic appeal. These unexpected similarities cast the spell of success, paving the way for magical results and profit! As Loewe’s Creative Director, Jonathan Anderson says, the message of the collaboration is: “Crafting fantasies to create alternative realities and see the world in a different way.” With Loewe’s craftsmanship and avant-garde designs, and “Howl’s Moving Castle’s” enigmatic animation, both brands managed to bring these fantasies to life, attracting not just Ghibli fans but also fashion enthusiasts! So, how did the brands share this magic with their audience? Through an extensive collection of clothing, accessories, and leather goods inspired by the film’s main characters: Sophie, the Witch of the Waste, the wizard Howl, and his apprentices Markl, Calcifer, Turnip Head, and Heen the dog! The collection also featured limited edition bags including “Puzzle,” “Flamenco,” and “Amazona” handbags that were playfully designed with Studio Ghibli’s distinct illustrations. That’s not all! Loewe also partnered with Stink Studios, a creative advertising company, to create an interactive quiz to commemorate the formal launch of the collection that could be accessed by scanning a QR code shaped like Calcifer, the sassy fire demon in the film. After taking the quiz, users would discover which character they were most likely to be and which piece from the Loewe x Howl’s Moving Castle collection suited them best. The best part? There was also an exhibition for the collection that took place in Selfridges, a department store in London, where fans and visitors could discover a number of the movie’s original drawings and graphics by Miyazaki. The fans and fashion enthusiasts could also observe the process used to make the house’s bags, and experience the immersive installation called the “Cloud Room.” From the spellbinding accessories, ethereal garments, and amazing exhibitions, the Loewe x Studio Ghibli collection surely brought magic to its fans… and the outcome? Both brands caused a sensation in the Ghibli and fashion community, leaving fans and fashion enthusiasts clamoring for more! According to Jing Daily, a leading digital publication on luxury consumer trends in China, the hashtag #LOEWExHowlsMovingCastle garnered 68,000 engagements on Weibo. Moreover, the same hashtag amassed 60k+ likes on Instagram. Loewe’s sales jumped to USD 476.08 million, representing a 38% growth compared to its fiscal sales in 2020. Loewe’s Japanese market sales also increased by 28% (USD 77.89 million) in 2021 compared to its market sales in 2020. Undoubtedly, the whimsical collaboration between Loewe and Studio Ghibli not only ignited excitement but also brought great sales, making the partnership magical and successful! Partner Wisely for Enchanting Results… Professor Joel Litman and Dr. Mark L. Frigo highlighted the importance of strategic partnerships in driving business success in their book, “Driven.” These points are discussed more in Return Driven Strategy’s (RDS) 7th Tenet: Partner Deliberately. Despite the brands having different fanbases, where Ghibli represents the popular anime culture and Loewe represents luxury fashion, both found common ground in their shared aesthetic appeal. By capitalizing on this nostalgia and pop cultural appeal, Loewe was able to attract not only fashion enthusiasts but also the fans of the film who would be interested in having the pieces of their beloved characters. Like what Loewe and Studio Ghibli did, you can also achieve success by choosing partners that align with the vision and goals of your brand. However, do not forget to consider unconventional partnerships like what these brands did! Sometimes, we tend to limit our partnership choices to something conventional that we become boring. So, break free from these conventionalities and simply get creative to find common ground in your collaborations, because this is where you can strike gold. By applying strategic planning and creativity, you too can create something magical with your partnerships that can boost your brand and profit in the future! — If you’re looking to gain a better understanding of Return Driven Strategy and Career Driven Strategy, we highly recommend checking out “Driven” by Professor Litman and Dr. Frigo. Click here to get your copy and learn how this framework can help you in your business strategies and ultimately, in ethically maximizing wealth for your firm. EXCITING NEWS AHEAD The world of work has shifted, and there’s no going back. The barriers to entry have never been lower for talented professionals to work independently, and today’s massive external workforce is hardly a pandemic-produced fad. Business owners can only survive in the new work landscape by partnering with this deep talent pool. With decades of experience in both small-business entrepreneurship and executive management at PwC, I truly believe that the future of work is independent. With that, I’m happy to share with you that my book, co-authored with Walter Scott Lamb, is now available for pre-order on Amazon! Free Birds Revolution: The Future of Work & The Independent Mind This is an essential read for both independent professionals and corporate executives. Here, we provide educational and practical guides to unpack the ever-growing workforce and offer you crucial ways to become a client of choice. Click on the link above to pre-order your copy. Let this book help you future-proof your career and organization in the new world of work. Hope you found this week’s insights interesting and helpful.     The COVID-19 pandemic drastically changed the way work was done. Prior to this health crisis, workers across the globe crowded office spaces throughout the whole workweek. Learn more about why work-from-home is truly here to stay in next week’s article!