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Collaborative Couture: Decoding Relative Pricing Strategies and its Impact on Brand Equity

Holmqvist Adolfsson, Lucas LU ; Johnsson Wallin, Gustaf LU and Bergtoft, Erik LU (2023) In SBM - Student Masters Papers BUSN21 20232
Department of Business Administration
Abstract
Purpose: This paper aims to analyze the relative pricing of co-branding collaborations in the
fashion industry to gain a deeper understanding of the effects on their respective brand equity.
Design/method: This paper adopts a qualitative approach involving case studies on several
co-branding collaborations in the fashion industry (H&M x Balmain, Adidas x Gucci, Fendi x
Versace). In addition to qualitative case studies, this study collects primary data through two
semi-structured interviews with professionals within the field of pricing and marketing.
Findings: The findings of this paper suggest that different relative pricing strategies affect
different dimensions of brand equity within luxury fashion collaborations. Depending on... (More)
Purpose: This paper aims to analyze the relative pricing of co-branding collaborations in the
fashion industry to gain a deeper understanding of the effects on their respective brand equity.
Design/method: This paper adopts a qualitative approach involving case studies on several
co-branding collaborations in the fashion industry (H&M x Balmain, Adidas x Gucci, Fendi x
Versace). In addition to qualitative case studies, this study collects primary data through two
semi-structured interviews with professionals within the field of pricing and marketing.
Findings: The findings of this paper suggest that different relative pricing strategies affect
different dimensions of brand equity within luxury fashion collaborations. Depending on how
you want to affect brand awareness, brand loyalty, brand associations, or perceived quality
different strategies can be applied. The 3 strategies The Lobster Roll Strategy, The Steak &
Ketchup Strategy, and The Surf & Turf Strategy are then presented.
Original/value: Several studies have been made on how brand equity is affected by
co-branding. However, the phenomenon of how relative pricing strategy in luxury fashion
collaborations affects their brand equity respectively is a research gap this study contributes
to. The implications of this research contribute to an understanding of how different relative
price points within luxury collaborations may affect brand awareness, brand loyalty, brand
associations, and perceived quality. (Less)
Please use this url to cite or link to this publication:
author
Holmqvist Adolfsson, Lucas LU ; Johnsson Wallin, Gustaf LU and Bergtoft, Erik LU
supervisor
organization
course
BUSN21 20232
year
type
L3 - Miscellaneous, Projetcs etc.
subject
keywords
Co-Branding, Brand Equity, Brand Awareness, Brand Loyalty, Brand Associations, Perceived Quality, Relative Pricing, Luxury Fashion, Case Study, H&M, Balmain, Adidas, Gucci, Fendi, Versace
publication/series
SBM - Student Masters Papers
language
English
id
9141002
date added to LUP
2024-03-11 15:53:22
date last changed
2024-03-11 15:53:22
@misc{9141002,
  abstract     = {{Purpose: This paper aims to analyze the relative pricing of co-branding collaborations in the
fashion industry to gain a deeper understanding of the effects on their respective brand equity.
Design/method: This paper adopts a qualitative approach involving case studies on several
co-branding collaborations in the fashion industry (H&M x Balmain, Adidas x Gucci, Fendi x
Versace). In addition to qualitative case studies, this study collects primary data through two
semi-structured interviews with professionals within the field of pricing and marketing.
Findings: The findings of this paper suggest that different relative pricing strategies affect
different dimensions of brand equity within luxury fashion collaborations. Depending on how
you want to affect brand awareness, brand loyalty, brand associations, or perceived quality
different strategies can be applied. The 3 strategies The Lobster Roll Strategy, The Steak &
Ketchup Strategy, and The Surf & Turf Strategy are then presented.
Original/value: Several studies have been made on how brand equity is affected by
co-branding. However, the phenomenon of how relative pricing strategy in luxury fashion
collaborations affects their brand equity respectively is a research gap this study contributes
to. The implications of this research contribute to an understanding of how different relative
price points within luxury collaborations may affect brand awareness, brand loyalty, brand
associations, and perceived quality.}},
  author       = {{Holmqvist Adolfsson, Lucas and Johnsson Wallin, Gustaf and Bergtoft, Erik}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{SBM - Student Masters Papers}},
  title        = {{Collaborative Couture: Decoding Relative Pricing Strategies and its Impact on Brand Equity}},
  year         = {{2023}},
}