Subscriber Exclusive 
‘Trial a lifestyle’: Why retailers are experimenting with ‘shop-in-shop’ partnerships
Retailers including Tesco, M&S, and Asda are teaming up with other brands to create a “one-stop-shop” for consumers who are squeezed for both time and money.
Against a backdrop of rising prices and tightening purse strings, retailers are having to fight harder than ever to win consumers’ hard-earned cash. As a result, brands might expected to isolate themselves with a winner-takes-all mindset.
However, retailers are instead increasingly looking towards brand collaborations as a strategy to drive consumers through their physical and virtual doors.
