When Luxury Meets Luxury: The Strategic Advantages and Goals of Luxury Fashion Brand Collaborations
(2024) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20242Department of Business Administration
- Abstract
- Abstract
Purpose: The purpose of this study is to expand literature on brand collaborations by shifting
focus from well-documented luxury-fast fashion collaborations to luxury-luxury partnerships.
The trend of luxury-luxury partnerships challenges the traditional view that brand
collaborations are primarily about image enhancement and transfer, suggesting deeper strategic
advantages. This paper aims to create a framework to analyse the reasoning for Intra-luxury
collaborations.
Methodology: This paper is based on a structured analysis of the existing literature on luxuryfast fashion and luxury-luxury collaborations. In addition, we have adopted a qualitative
approach to analyse three case studies. These include secondary data... (More) - Abstract
Purpose: The purpose of this study is to expand literature on brand collaborations by shifting
focus from well-documented luxury-fast fashion collaborations to luxury-luxury partnerships.
The trend of luxury-luxury partnerships challenges the traditional view that brand
collaborations are primarily about image enhancement and transfer, suggesting deeper strategic
advantages. This paper aims to create a framework to analyse the reasoning for Intra-luxury
collaborations.
Methodology: This paper is based on a structured analysis of the existing literature on luxuryfast fashion and luxury-luxury collaborations. In addition, we have adopted a qualitative
approach to analyse three case studies. These include secondary data in form of articles, press
releases, and marketing materials, as well as company websites.
Findings: Our paper identifies three main goals of intra-luxury collaborations, namely the
creation of brand awareness, the reinforcement of the luxury positioning and positive spillover
effects between two brand images. Furthermore, this paper highlighted that the two criteria “the
brand identity fit” and “the perceived level of luxury” are highly relevant for the specific goal
a collaboration can achieve.
Original/Value: In the current literature luxury-luxury collaborations are highly
underrepresented. This paper builds a foundation to understand the strategic reasoning behind
this rather new collaboration type and mentions two relevant criteria for the choice of
collaboration partners. Furthermore, the developed framework can be used in research and
potentially in business practice to analyse co-branding collaborations and understand the
strategic goals. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9177588
- author
- Daas, Lena LU ; Arana Del Carpio, Maria Claudia LU and Meda, Marzia LU
- supervisor
-
- Mats Urde LU
- organization
- course
- BUSN21 20242
- year
- 2024
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Collaborations, Co-Branding, Strategic Alliances, Luxury Branding, Fashion Brands, Fast-Fashion, Luxury Fashion, Perceived Level of Luxury, Brand Identity-fit, Intra-Luxury
- publication/series
- LBMG Strategic Brand Management - Masters Paper Series
- language
- English
- id
- 9177588
- date added to LUP
- 2024-11-08 10:18:39
- date last changed
- 2024-11-08 10:18:39
@misc{9177588,
abstract = {{Abstract
Purpose: The purpose of this study is to expand literature on brand collaborations by shifting
focus from well-documented luxury-fast fashion collaborations to luxury-luxury partnerships.
The trend of luxury-luxury partnerships challenges the traditional view that brand
collaborations are primarily about image enhancement and transfer, suggesting deeper strategic
advantages. This paper aims to create a framework to analyse the reasoning for Intra-luxury
collaborations.
Methodology: This paper is based on a structured analysis of the existing literature on luxuryfast fashion and luxury-luxury collaborations. In addition, we have adopted a qualitative
approach to analyse three case studies. These include secondary data in form of articles, press
releases, and marketing materials, as well as company websites.
Findings: Our paper identifies three main goals of intra-luxury collaborations, namely the
creation of brand awareness, the reinforcement of the luxury positioning and positive spillover
effects between two brand images. Furthermore, this paper highlighted that the two criteria “the
brand identity fit” and “the perceived level of luxury” are highly relevant for the specific goal
a collaboration can achieve.
Original/Value: In the current literature luxury-luxury collaborations are highly
underrepresented. This paper builds a foundation to understand the strategic reasoning behind
this rather new collaboration type and mentions two relevant criteria for the choice of
collaboration partners. Furthermore, the developed framework can be used in research and
potentially in business practice to analyse co-branding collaborations and understand the
strategic goals.}},
author = {{Daas, Lena and Arana Del Carpio, Maria Claudia and Meda, Marzia}},
language = {{eng}},
note = {{Student Paper}},
series = {{LBMG Strategic Brand Management - Masters Paper Series}},
title = {{When Luxury Meets Luxury: The Strategic Advantages and Goals of Luxury Fashion Brand Collaborations}},
year = {{2024}},
}