| 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. |
