Consortium is a term used to describe a collaboration between a sneaker brand and a retailer. This type of collaboration usually involves the creation of a unique sneaker, which is then released exclusively through the retailer. Consortium collaborations are often highly sought-after, as they often feature unique materials and designs that cannot be found elsewhere.
One of the benefits of consortium collaborations is that it allows the retailer to offer a unique and exclusive product to their customers, which can help to drive sales and increase brand loyalty. Additionally, the retailer can also use the collaboration as a way to create a special event or activation to promote the release of the sneaker. For example, the retailer may host a special launch event or raffle to give customers a chance to purchase the exclusive sneaker.
Another benefit of consortium collaborations is that it allows the sneaker brand to reach new audiences and expand their customer base. By partnering with a retailer, the sneaker brand can tap into the retailer's existing customer base and gain exposure to new potential customers. Furthermore, consortium collaborations can also help the sneaker brand to build strong relationships with key retailers, which can lead to future collaborations and business opportunities.
However, it's important to note that consortium collaborations can be highly limited and difficult to obtain, which can drive up the value and price of the sneaker in the resell market. Sneakerheads should be aware of this when considering purchasing a consortium collaboration sneaker, and should be prepared to pay a premium price for the exclusivity of the product.