TY - THES ID - 137768078 TI - Retailer-Designer Collaborations: The Campaign AU - Hellemans, Steven AU - ter Braak, Anne AU - Warlop, Luk AU - KU Leuven. Faculteit Economie en Bedrijfswetenschappen. Opleiding Master in het management (Leuven) PY - 2016 PB - Leuven KU Leuven. Faculteit Economie en Bedrijfswetenschappen DB - UniCat UR - https://www.unicat.be/uniCat?func=search&query=sysid:137768078 AB - Collaborations between retailers and designers that result in a unique capsule collection at an affordable price point have become an increasingly popular way to increase revenues and to create buzz and publicity. This thesis investigates whether the success of retailer-designer collaborations is influenced by some of their campaign characteristics. We use success, measured by publicity in the form of Google Trends SVIs as our dependent variable. Our findings indicate that a collaboration should not be sold in selected stores only. On the contrary, when the collection is available in all the stores that the retailer possesses, this will have a positive influence on the success of the collaboration. Furthermore, it seems that a collection with a higher average price point does not, as opposed to what we predicted, have a negative influence on the success of a retailer-designer collaboration. ER -