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Why retailers' collaboration is more than a win-win, it's a win-win-win

Collaboration and partnerships between retailers are more common than ever, and that's a great thing for veteran retailers and newcomers launching products. It's great for the consumer as well.

September 1, 2015 by Judy Mottl — Editor: RetailCustomerExperience.com & DigitalSignageToday.com, Connect Media

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Every coach tells his team, at some point, that they need to put petty jealousy aside and work together.

Every parent tells their brood, over and over again, not to put each other down as there are plenty of people in the world bent on doing that every day for their entire lives.

The message in both situations is pretty much the same — unity is much more powerful than individual efforts, and it’s no different in delivering a robust customer retail experience.

One of the latest examples is the apparel company launch by movie star and comedian Melissa McCarthy, who just debuted her clothing brand, Melissa McCarthy Seven7, in late August.

McCarthy, who has told the media she’s always dreamed of being a fashion designer, is partnering with online retailers and those operating brick-and-mortar storefronts – from Lane Bryant  to Macy’s, Bloomies, Nordstrom.com, HSN.com, Von Maur as well as her own retail online storefront, melissamccarthy.com

In making her dream come true, she partnered with Sunrise Brands, the licensing company that produces Seven7, to produce clothing pieces ranging wide in both size (4 to 16, 14-28 and 1X-4X ranges) and price, $54 to $169.

Decades ago, it would have been extremely rare to find such a wide-ranging partnership strategy in retail apparel, but big brands have long realized niche, and especially celebrity brands (think Martha Stewart and Macy’s) are a win-win for retailers and a huge win for consumers.

Easy access and a wide selection of products makes customers happy, inspiring them to spend more, which makes them more loyal to the retailer who provides the perks.

McCarthy’s retail entrance isn’t just about fulfilling her creative desire. Here’s what she told Redbook when announcing her fashion line.

“When I go shopping, most of the time I’m disappointed,” she said. “Two Oscars ago, I couldn’t find anybody to do a dress for me. I asked five or six designers — very high-level ones who make lots of dresses for people — and they all said no.”  

Well, that clearly won’t ever happen again to her, and she’s intent on making sure other women looking for high--quality clothing have more options as well. While it’s clear she hopes to be a success, she is also hoping to make apparel shopping more rewarding for those who face some challenges.

About Judy Mottl

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Judy Mottl is the editor of RetailCustomerExperience.com and DigitalSignageToday.com at Connect Media. She is an award-winning editor, reporter and blogger who has worked for top media for nearly four decades,  including AOL, InformationWeek and Internet News, as well as for leading technology providers including HP. She’s written everything from breaking news to in-depth industry trends and reported on technology long before the internet arrived, including the debut of the first smartphone. When she's not sharing insights on digital signage deployments and trends in retail customer experience she's on the beach or watching the latest live murder trial.

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