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Luxury Designers Co-Branding With Mainstream Retailers: Desirable Or Dangerous?
Levi, Lauren
Levi, Lauren
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2013
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2013-05-03
Abstract
As the democratization of fashion becomes increasingly popular, luxury designers have strategically partnered with a variety of non-luxury retailers to meet consumer demand for name brand goods at more affordable prices. While both co-brand partners can benefit substantially through the greater brand awareness and access to new customers this arrangement offers, there are significant risks to the luxury designer if the co-brand is not carefully controlled. This study examines consumer perception and evaluation of luxury and non-luxury co-branding. Using four case studies, we assess the historical successes and failures of co-brand partnerships in the fashion industry. After weighing the potential benefits and risks of this strategy, it is clear that following a few best practices and precautions will increase the likelihood consumers will respond favorably to the co-brand and, therefore, avoid the negative effects of brand dilution.
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Marketing