In the latest edition of Omni Talk’s Retail Fast Five sponsored by the A&M Consumer and Retail Group, Avalara, Mirakl, Ownit AI and Ocampo Capital Chris Walton, Anne Mezzenga, along with guest hosts from the Alvarez & Marsal Consumer and Retail Group David Ritter and Chad Lusk discuss 2024’s Retail Awards. In this short, they analyze the year's most impactful retail partnerships, from SKIMS' strategic expansion with North Face to DoorDash's innovative collaborations with Starbucks and Lyft. Learn how these partnerships are reshaping retail delivery, brand expansion, and customer experience.

Key moments:

0:08 - Introduction of partnership nominations

0:21 - Analysis of SKIMS and North Face collaboration

0:43 - Discussion of SKIMS' partnership strategy

1:13 - Examination of product quality synergies

2:25 - Cerave's creative marketing approach

3:24 - DoorDash and Starbucks partnership analysis

4:09 - DoorDash and Lyft collaboration impact

#retailtrends #retail #retailinnovation

For the full episode head here: https://youtu.be/iyNND1vZe7A

Best new partnership of the year.

Chad, back to you for this one, sir.

Let's get your envelope ready and tell.

Us best new partnership is all right.

And the Omni goes to David.

Staying within again the fashion and apparel space.

But it is Skims with North Face.

So.

Interesting one, right?

So Skims has, has developed, you know, kind of a series of partnerships most recently here with, with North Face and you know, kind of take Kim Kardashian's influence here and they, they've done these with brands like in the past like Fendi and Swarovski, and they've also taken to sports with the WNBA and Summer Olympics.

And these partnerships have really helped skims kind of break away from just pure shapewear exclusively and create, you know, a real brand.

Right.

And so the North Face partnership kind of brings them into outerwear, specifically pointed to skiing and snow sports.

And, you know, when you look at great partnerships, it draws on the strengths of each brand.

Right here it's, it's North Face.

With their well known designs, functionality and quality and outerwear, Skims brings that kind of base layering.

It's sculptive and compressive fit with its classic color palette.

So.

So this combination really makes both recognizable and in particular, Skims really wins here because of the category expansion.

So, Chad, what is the sculpt?

What's your favorite sculpting component of the skims?

Do you have a preference?

Is it a top layer, a base, a bottom layer?

Like, do you have a preference?

Personally, I'm just curious.

Yeah, no, I always believe in a good sculpting base.

Yes.

Really?

Kind of even out the hips and the, the upper thigh.

Good foundation.

I really.

But yeah, no, absolutely.

Especially for something like ski wear, you know, it's really important to get that mobility.

Yeah.

While, while looking sleek, you know, on the slopes.

And thank you for asking.

I do, I do love that pick though, Chad, because I think it's really important to call out too, that there's a quality component to that partnership.

Like Skims is not just Kim.

I think people think Kim Kardashian's brand.

No, the quality of that product in each and the quality of the North Face product too.

Like they both hold their own and so together they're even better.

But I think that's a great pick.

Dave Ritter.

So mine's a little non traditional.

It's more of a collab than a partnership.

That's okay.

We take collabs here.

Collab partnership.

I think it goes in words.

Sarah V with Michael.

Sarah.

So I just think that that collaboration has been wonderful.

So their kind of tagline in the marketing campaign was just to clear things up once and for all.

CeraVe is developed by dermatologists, not by Michael Cera.

Read here for the full story.

And to shop Sarah V Products.

I just think it's creative.

I love it.

I love it, I love it.

Chris, where do you land?

What was yours best partnership?

Yeah, I liked, I did, I did like Chad's because, you know, I've personally moved away from shapewear around the age of 45.

But yeah, away from shape.

Yeah.

Okay.

You just want it all hanging out.

Just doesn't work anymore, you know, I think most people would attest that, but mine, mine, I'm going back to Starbucks and DoorDash and we talked about this a couple months ago.

You know, Starbucks is now white labeling delivery via DoorDash directly through their app.

And I love this because there's one probably a market for it.

I think that's a key thing.

There's people that are willing to pay for it, which is a new, new market to get more coffee into more people's mouths.

And the other part I love about too, which I talked about on the show, it creates more slack for Starbucks operations in store because it gives them more time to prepare orders because delivery timing is not as.

You don't need to be as fast for delivery as you do when you're ordering, serving up coffee in store, like we talked about before.

Well, I think that Door Dash won the year for partnerships, Chris.

So I'm already going to give this category to you and I because I also picked but a different partnership with Lyft.

Actually that was my, my partnership of the year.

Yeah, that was a good one too.

They, they now DoorDash members can get max subscription Starbucks, like you said.

But I think that there's a lot of opportunity too for again, what they'll learn with Starbucks is really important.

But I also think that what they'll learn with Lyft about delivering people and goods at the same time, I think really will lock it down for them.

They've made really smart situation strategic partnerships this year.

So Door Dash wins, Chris.

End of, end of category.

I think so.

That's two out of four again, Ann.

I think that's the math, right?

That's the math we're going on here.