Heritage Brand Collaborations and Co-brandings

Pendleton Woolen Mills

Leslie Davis Burns

Business Case
Source: Bloomsbury Fashion Business Cases
DOI: 10.5040/9781474208789.040
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Abstract

With corporate headquarters in Portland, Oregon, Pendleton Woolen Mills is a privately held, sixth-generation family-owned, and vertically integrated company. Pendleton Woolen Mills operates facilities that process raw wool into finished materials, designs apparel and home products, and sells merchandise through specialty and department store retailers and direct sales. Pendleton®, the fashion brand of Pendleton Woolen Mills, exemplifies the characteristics of a heritage brand—quality materials and workmanship, classic styling, and potential for longevity of use including becoming heirlooms. Pendleton Woolen Mills was a pioneer in collaborations and co-branding strategies; starting in the early 1900s with collections of National Park co-branded blankets then with co-branded Disneyland merchandise and more recently with co-branded merchandise and blankets through collaborations with fashion brands (e.g. Timberland, Canada Goose®), companies (e.g. MARVEL), and celebrities (e.g. Justin Timberlake). Pendleton Woolen Mills is considering future collaborations with appropriate and relevant fashion brands, celebrities, companies, and organizations. Such brands must share Pendleton’s values as a company and commitment to designing for longevity of use while at the same time, expanding Pendleton’s reach to new consumers. With the context of design for longevity of use and environmental sustainability, students are asked to analyze Pendleton’s current collaborations and co-branding strategies and recommend and justify possible future collaborations.


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