What are the five major ways of cross-border joint branding of luxury brands?
Luxury brand cross-border joint cooperation is a form of cooperation that has become more and more common in the fashion industry in recent years. It can bring new ideas and attractiveness to the brand, and at the same time expand the brand’s influence and market scope. The following are five common luxury brand cross-border co-branding methods:
Designer cooperation: The brand cooperates with well-known designers or fashion masters to launch joint series. This collaboration is able to combine the brand’s classic elements with the designer’s creativity to create unique and eye-catching products. For example, the cooperation series between Louis Vuitton and designer Virgil Abloh, and the joint cooperation between Gucci and Alessandro Michele.
Artist cooperation: The brand cooperates with artists to launch a joint series, combining art and fashion. This kind of cooperation can inject artistic inspiration and creativity into the brand, and at the same time expand the artist’s popularity and market. For example, Dior’s collaboration with artist Kaws, and Prada’s collaboration with artist Jeff Koons.
Collaboration with mass brands: luxury brands and mass brands cooperate to launch joint series, combining high-end and mass consumption. Such collaborations can attract a wider consumer base and bring greater exposure to the brand. For example, the cooperation series between H&M and Versace, and the joint cooperation between Supreme and Louis Vuitton.
Sports brand cooperation: luxury brands and sports brands cooperate to launch joint series, combining fashion and sports style. Such collaborations can appeal to sports fans and younger consumers, and create products that are both stylish and functional. For example, the cooperation series between Adidas and Alexander Wang, and the joint cooperation between Puma and Fenty.
Cross-industry cooperation: Luxury brands cooperate with other industries to launch joint series, breaking through traditional boundaries and creating unique products and experiences. This kind of cooperation can bring new market opportunities and creative ideas to the brand. For example, the collaboration series between Gucci and Dapper Dan combines fashion with street culture, and the crossover collaboration between Louis Vuitton and Supreme combines luxury with street style.
These cross-border joint games enable luxury brands to work with partners in different fields to create amazing products and brand stories, attract a wider consumer group, and maintain innovation and competitiveness in the market. This form of cooperation brings new market opportunities for brands and enriches consumers’ shopping experience.
