Naadam Releases ‘Wicked’-Inspired Run of Its Cult-Favorite Cashmere Sweaters

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Factuality

Ownership

The brands seek to associate with films, musicals or iconic characters to take advantage of the engagement and attention generated by these universes. Creating immersive spaces, pop-ups or photographic sets allows consumers to live the brand in a direct, sensory and emotional way. According to Nielsen, 70% of consumers are more likely to be interested in brands that collaborate with popular franchises. Photo by Bigstock With the expectation for …