A new trend has emerged in the Australian fashion advertising industry: cooperative advertising.
Cooperative advertising is a new way of advertising that allows for local retailers to work with a single organisation, and with a limited amount of advertising, and also has a lot of sustainability benefits, said Anna Trenberth, co-founder and CEO of fashion company CoCoCo Australia.
The company is working with local and regional fashion advertising agencies to bring its brand of local fashion to a wider audience.
CoCo Australia is a Melbourne-based fashion and beauty retailer.
Ms Trenberger told Business Insider that cooperative advertising is the next step in the evolution of local retail in Australia.
“CoCo Australian is the first and foremost brand that is fully owned by the community, and it’s a brand that’s really focused on the local community,” she said.
In CoCo’s own home city of Melbourne, it’s partnering with local fashion agency Flair to showcase its own range of clothing to its local customers. “
We see this as the next big step in a sustainable fashion industry in Australia.”
In CoCo’s own home city of Melbourne, it’s partnering with local fashion agency Flair to showcase its own range of clothing to its local customers.
CoCopan Australia’s partnership with Flair has already seen a huge amount of success.
The Melbourne-area CoCo store is seen at a CoCo Melbourne store in October 2017.
The brand is already seen on clothing from brands like The V&A, L’Occitane, Lush, and Bumble.
The store is now also showing a range of designer accessories, as well as designer clothing from the likes of L’Oreal, Marc Jacobs, and Tommy Hilfiger.
“A lot of people in Melbourne have been asking me to work on cooperative advertising for a long time, and I thought it was really time for me to get started,” Ms Tretberth said.
It is also encouraging that the CoCo brand is becoming more recognised in Melbourne.
“I think that’s very important, because the way in which fashion is perceived by people in the city and the city as a whole is incredibly important to the way we’re perceived as a brand in Australia,” Ms Hirsch said.
For Ms Trescher, cooperative advertising has always been part of the fabric of her brand.
“For the longest time, cooperative was just me, but now it’s also my partner and I really do see it as a way to build trust,” she explained.
“With our cooperative advertising campaign, we’re really seeing it as something that really connects with the local brand, so it’s really exciting to see it working in the market as well.”
Cooperative advertising has become increasingly popular in Australia in recent years, especially with the rise of ecommerce, with the likes