Luxury Designers Co-Branding With Mainstream Retailers: Desirable Or Dangerous?Show full item record
Title | Luxury Designers Co-Branding With Mainstream Retailers: Desirable Or Dangerous? |
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Author | Levi, Lauren |
Date | 2013 |
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. |
Link | https://repository.tcu.edu/handle/116099117/7279 |
Department | Marketing |
Advisor | Grau, Stacy Landreth |
Additional Date(s) | 2013-05-03 |
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- Undergraduate Honors Papers [1357]
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