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Aldo and Lebanese couture house Zuhair Murad are launching a 20-piece, limited-distribution footwear and accessories capsule priced from $40 to $300, aimed at changing how shoppers see Aldo. The collection goes live October 28 and launches globally November 2, and the article reports no sales or perception results yet.
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Partner with a premium name outside your category to shift how customers perceive your brand, then keep the run deliberately small so the partner's prestige holds.