Is Collaboration the Future Trend in Luxury?

Summary of today’s article:

Collaboration leads to more sells and more exposure on the internet

Collaboration helps to open an entry point of the generation Z

Do you own any collaborate product? The answer is probably yes. More and more cross industry collaboration are arising between brands because they can surprise and stir up excitement from consumers. And, by allowing influencer to get their hands on to certain collaboration product is able to escalate the hype even further. 

The main reason is relatively straight forward. Both brands that decide to collaborate together is aiming to sell more and increase their exposure in this digital era. The collaboration reach the audience into a much higher level than before. For example, the Louis Vuitton and Supreme collaboration. The resale price rocked higher than spaceships, you can currently buy a red keepall for just under 14,000 euro on the latter. This is six times the original price. 

“Collaborations are not going away soon — they are a much needed marketing tool to assist institutions with cutting through the massive amount of noise which is disseminated through owned, earned, and paid-for media every single day,” saysMarc Beckman, CEO ofDMA United

Collaboration is the entry into luxury industry. For example, the collaboration between UNIQLO and the legendary fashion designer Jil Sander launched +J. These people may or may not be the usual customers. But, they are the people that is interested shopping at Jil Sander at affordable price. Especially, younger generation (such as the Gen Z) who cannot afford the brand may shop at UNIQLO and start loving Jil Sander. 

Source:

https://medium.com/culturistique/why-luxury-designers-collaborate-with-fast-fashion-brands-b5844d9e3fbb

https://www.vogue.fr/fashion/article/stronger-together-why-designer-collaborations-are-good-business

https://www.vogue.fr/fashion/article/stronger-together-why-designer-collaborations-are-good-business

Hi thereIf you’re new to my article my name is Daniel Tan. I’m a first-year student that want to enter luxury fashion marketing, currently studying at EDHEC Lille. I am still learning more about the fashion luxury world. If you like to nerd about fashion luxury or just luxury as much as I do, don’t hesitate to send me a message.