Depends on which brands and the content of the pack. As far as H&M and IKEA packs are concerned: I really liked the H&M stuff in sims 2 but IKEA was the only pack out of the entire sims 2 franchise which I never bought.
Packs themed around TV-shows could be interesting too, especially Harry Potter and Game of Thrones. But there are also some TV-shows I'm not interested in. So I think this formula could only work with shows with a big fanbase. I would be thrilled to have a Lord of the rings stuff pack. Or Star Trek.
The only colabs I absolutely refuse to buy are celebrities. I don't follow any celebrities and I'm not interested in their stuff either.