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Strategic Brand Partnerships

Collage of logos from popular brands

What if there was a way to reach a target market you may not have been able to reach on your own? Brand partnerships can provide a way to do just that. A recent trend seen in retail is partnerships between brands that share similar target audiences. Two examples of recent brands that have paired up are WestMed/WW (formerly Weight Watchers) and Vitamin Shoppe/LA  Fitness.

Westmed Medical Group and Weight Watchers have recently formed a partnership to cultivate healthy habits and lifestyle changes by merging their comparable company ideals for patients. Fairfield, Westchester and Putnam Counties and Westmed patients 18 and older will have access to the WW Digital Program at a reduced cost as a result. According to the WestMed’s announcement, patients can take an evidence-based personal assessment that leverages details about food preferences and lifestyle and matches them to one of three comprehensive ways to follow the program.

Another partnership recently announced is between The Vitamin Shoppe and LA Fitness. The two brands teamed up with the goal of offering health-conscious members of LA Fitness convenient access to sports nutrition products. Gym-goers no longer need to drive to another retail center to purchase nutritious snacks, making it easier for them to focus on their nutrition intake while they’re exercising. So far, the health retailer has opened nine locations inside LA Fitness chains.

Sharon Leite, CEO of The Vitamin Shoppe, said, “This initiative represents an innovative new channel of distribution for The Vitamin Shoppe with great potential for growth and we look forward to a productive partnership with LA Fitness.”

Retailers are seeking partners that can boost consumers’ experience and enhance brand authenticity. In turn, consumers appreciate the efforts behind creative partnerships and become loyal fans of the brands.

The concept of partnering with another company helps retailers become more successful in different ways. It allows for businesses to cultivate success in the brand new spotlight of their partner’s consumers. There are mutual benefits for both companies involved through the use of brand awareness. Brand Awareness allows for both companies to notice what the other offers when they might not have known beforehand.

Partnerships offer more for the customers than the company initially had through the use of their partner’s goods or services. It also provides room for creativity of their merged merchandises. As other companies start to recognize this approach, others will start to join the trend.

Who knows, maybe the future consists of the pairing between companies in the transportation industry and the retail industry. DLC is excited to see the direction in which partnerships continue to flourish in the retail industry as more companies come together.



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