How H&M, Chobani, UrbanStems and Teleties are refining their partnership strategies
Brands like UrbanStems, H&M and Chobani are refining partnerships to match audiences, drive cultural relevance and unlock new growth. Here's more on how execs from these brands say their approach to partnerships has changed over the years.
At eTail Boston this week, several brand executives discussed the value of partnerships and influencer collaborations in expanding reach and creating viral moments with minimal investment. Meenakshi Lala, CEO of UrbanStems, shared her insights on the dos and don'ts of leveraging such collaborations to drive growth. Despite the appeal of high-profile partnerships, Lala noted that not all collaborations yield significant sales results.
To illustrate her point, Lala recounted an unsuccessful partnership experiment undertaken by UrbanStems in 2024. The brand had partnered with skincare company Laneige for a promotional campaign at a Laneige pop-up located within a Sephora store in Times Square. UrbanStems contributed a bouquet design bar to the event. Although the collaboration garnered attention, Lala indicated that the resulting increase in sales was not substantial enough to validate the investment.
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