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Limited edition: Collaborations between luxury brands

Dimitrova, Lusiyana Ivanova LU ; Björck, Linnea LU and Fregne, Alice LU (2018) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20182
Department of Business Administration
Abstract
Purpose: The purpose of this paper is to see what luxury brands gain from a limited-edition collaboration in terms of segment, positioning and target group and based on the identity prism, see what characteristics that are transferred from and to the brands in the collaboration.

Design/methodology/approach: First a literature review is presented with relevant theories for the purpose of the paper. Luxury brands, co-branding, limited edition and brand identity are concepts of interest that are described and analyzed. Multiple case-studies were conducted and analyzed based on secondary data from websites in combination with academic articles and literature to be able to answer the research question.

Findings: It is possible to draw... (More)
Purpose: The purpose of this paper is to see what luxury brands gain from a limited-edition collaboration in terms of segment, positioning and target group and based on the identity prism, see what characteristics that are transferred from and to the brands in the collaboration.

Design/methodology/approach: First a literature review is presented with relevant theories for the purpose of the paper. Luxury brands, co-branding, limited edition and brand identity are concepts of interest that are described and analyzed. Multiple case-studies were conducted and analyzed based on secondary data from websites in combination with academic articles and literature to be able to answer the research question.

Findings: It is possible to draw some cross-case conclusions regarding reaching a new target group, however, we cannot determine whether this is also valid long-term or just during the collaboration. For two of the cases, a new segment was reached through the collaboration hence creating potential customers for both brands in the future. Regarding the positioning in customers' minds, it is difficult to say without collecting information from them, nevertheless, we can see that some brand characteristics have the potential to be transferred from and to the brands in the collaboration that they can benefit from long-term.

Research limitations: The study is based on secondary data; therefore, it is difficult to determine if the limited-edition collaborations affected the brand characteristics from the senders’ side. It would also result in a deeper understanding if it was combined with information from the consumers and how a limited-edition collaboration between two strong brands affect the picture of the recipient in the brand identity prism.

Originality/value: This paper offers an insight into unexpected collaborations between very different brands. It can be of value for brands considering creating a limited edition with another brand and what such a collaboration can result in terms of benefits and unwanted consequences. (Less)
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author
Dimitrova, Lusiyana Ivanova LU ; Björck, Linnea LU and Fregne, Alice LU
supervisor
organization
course
BUSN21 20182
year
type
L3 - Miscellaneous, Projetcs etc.
subject
keywords
Limited edition, luxury, co-branding, brand characteristics
publication/series
LBMG Strategic Brand Management - Masters Paper Series
language
English
id
8963752
date added to LUP
2018-12-03 13:31:26
date last changed
2018-12-03 13:31:26
@misc{8963752,
  abstract     = {Purpose: The purpose of this paper is to see what luxury brands gain from a limited-edition collaboration in terms of segment, positioning and target group and based on the identity prism, see what characteristics that are transferred from and to the brands in the collaboration.

Design/methodology/approach: First a literature review is presented with relevant theories for the purpose of the paper. Luxury brands, co-branding, limited edition and brand identity are concepts of interest that are described and analyzed. Multiple case-studies were conducted and analyzed based on secondary data from websites in combination with academic articles and literature to be able to answer the research question. 

Findings: It is possible to draw some cross-case conclusions regarding reaching a new target group, however, we cannot determine whether this is also valid long-term or just during the collaboration. For two of the cases, a new segment was reached through the collaboration hence creating potential customers for both brands in the future. Regarding the positioning in customers' minds, it is difficult to say without collecting information from them, nevertheless, we can see that some brand characteristics have the potential to be transferred from and to the brands in the collaboration that they can benefit from long-term. 

Research limitations: The study is based on secondary data; therefore, it is difficult to determine if the limited-edition collaborations affected the brand characteristics from the senders’ side. It would also result in a deeper understanding if it was combined with information from the consumers and how a limited-edition collaboration between two strong brands affect the picture of the recipient in the brand identity prism. 

Originality/value: This paper offers an insight into unexpected collaborations between very different brands. It can be of value for brands considering creating a limited edition with another brand and what such a collaboration can result in terms of benefits and unwanted consequences.},
  author       = {Dimitrova, Lusiyana Ivanova and Björck, Linnea and Fregne, Alice},
  keyword      = {Limited edition,luxury,co-branding,brand characteristics},
  language     = {eng},
  note         = {Student Paper},
  series       = {LBMG Strategic Brand Management - Masters Paper Series},
  title        = {Limited edition: Collaborations between luxury brands},
  year         = {2018},
}