Fashion

While brand-x-brand collaborations have become ubiquitous, two retailers coming together is a more novel strategy. For years, the rising costs of digital ads have shed light on retailers’ cutthroat competition for customers. But amid the pandemic’s acceleration of e-commerce and tainting of physical experiences, retailers with stores are facing a unique challenge and letting their guard down. The theory: Two retailers are more likely than one to create an experience that’s worthy of the trip.