Question
Topic: Branding
Horizontal Or Vertical Marketing?
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Marimekko has seized this opportunity by collaborating with the second-hand clothes store Vetis since 2015. For example, during the 2018 Helsinki Fashion week, Vetis set up a vending booth in a Marimekko store, encouraging customers to re-sell their Marimekko clothes, resulting in more than 1000 resold items.
And I am wondering if this is a kind of horizontal or vertical marketing.