The Value of Design

How does design enhance commercial value in co-branding strategy development?


  • Yueyi WANG Lancaster University
  • David HANDS Lancaster University



Co-branding strategies, Fashion marketing, new product development


Emergent trends of co-branding strategies are increasingly being utilised in fashion marketing and retailing; as such, the role of design is becoming paramount in collaborative partnerships when devising co-branding strategies. In particular, designers are central to the process of collaborative partnerships when developing highly novel products more that are attractive to demanding consumers. This paper critically examines the role of co-branding strategies as a source of innovation in fashion marketing; and to understand how organisations draw upon co-branding to inform the development of new products, services and brands. Branding strategies, new product development, design, innovation, and fashion marketing are discussed and critically analysed




How to Cite

WANG , Y. ., & HANDS , D. (2019). The Value of Design: How does design enhance commercial value in co-branding strategy development?. Conference Proceedings of the Academy for Design Innovation Management, 2(1), 500–510.