“When you say partnership, I hear: You have no money.”
I read that on LinkedIn sometime ago. I used to think that was funny.
Then the “strategic partnership opportunity” emails landed in my inbox And it turns out, it’s true!
The idea is similar when applied to brand/supplier relationships. According to industry veterans, like John Thorbeck, the concept of “partnership” means “give me another discount.”
And if that’s the case, then the partnership business is booming.
A recent article in the WSJ describes letters from brand to suppliers asking to share in the financial pain of tariffs via discounts.
For instance, snowboard maker Burton is asking for discounts from companies that make fabric and trim: “Our success is deeply interconnected, and preserving it is in our interest, your interest and our partner factories’ businesses.”
How about this one from VF: “These tariffs have a significant financial impact and we are asking for your partnership to share the financial burden.”
These “we are all in this together” notes drip with guilt—the kind that’d make pro guilt-trippers jealous.
But “together” ends the moment the discount is secure.
I doubt anyone is rushing to refund suppliers once tariffs ease.
I mean, imagine a mill sending a letter like this to a brand:
“We saw you through difficult times. Since our success is deeply interconnected, we are asking for your partnership in restoring our pre-tariff pricing arrangements. Accepting will be beneficial for our joint interests.”
The shoe never does quite fit on the other foot.
I get it, costs spike, everyone scrambles.
I’m not downplaying the short-term challenge.
But if we were truly in it together, then there would be a different approach.
Real collaboration? Let mills green-light digital material (color and fabric) files. Work with them to pre-position fabric and shave weeks off lead times, tap vendors for strategic insight, or even co-invest in tech.
Show me the letters containing those requests. Dare I say, such requests are the grounds for an actual partnership.
Until then, I’ll send a letter to brands and suppliers alike with just a single quote from the legendary Zig Ziglar:
“Many marriages would be better if the husband and wife clearly understood that they are on the same side.”
