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From Karl Lagerfeld to Erdem: a series of collaborations between designer luxury brands and fast-fashion brands

Author

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  • Mona Mrad

    (Lebanese American University)

  • Maya F. Farah

    (Lebanese American University)

  • Stephanie Haddad

    (Lebanese American University)

Abstract

Numerous designer luxury brands have been interested in creating co-branding partnerships with the fast-fashion retailer H&M. Despite the recognition by some researchers of the value of examining whether consumer reactions to the co-partnering luxury brands will be affected by the collaboration, to the best of our knowledge, no research to date has examined luxury consumer reactions to such partnerships. Accordingly, this research specifically explores how the collaboration between a luxury brand and a fast-fashion brand impacts on consumer reactions to the luxury brand. Considering the exploratory nature of this study, thirty face-to-face in-depth interviews were conducted in the UK to reveal insights into consumer reactions, given the limited knowledge on the subject matter. Six themes emerged from this study: (a) enhanced brand awareness, (b) impaired perception, (c) word-of-mouth, (d) consumer engagement, (e) perceived self-expressiveness and (f) brand avoidance.

Suggested Citation

  • Mona Mrad & Maya F. Farah & Stephanie Haddad, 2019. "From Karl Lagerfeld to Erdem: a series of collaborations between designer luxury brands and fast-fashion brands," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 567-582, September.
    • Handle: RePEc:pal:jobman:v:26:y:2019:i:5:d:10.1057_s41262-018-00146-2
    DOI: 10.1057/s41262-018-00146-2
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    References listed on IDEAS

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    3. Jinjiang Cai & Jingjing Wu & Hongjie Zhang & Yifei Cai, 2023. "Research on the Influence Mechanism of Fashion Brands’ Crossover Alliance on Consumers’ Online Brand Engagement: The Mediating Effect of Hedonic Perception and Novelty Perception," Sustainability, MDPI, vol. 15(5), pages 1-17, February.
    4. Ostovan, Nima & Khalili Nasr, Arash, 2022. "The manifestation of luxury value dimensions in brand engagement in self-concept," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    5. Zhang, Qiao & Chen, Jing & Lin, Jun, 2022. "Market targeting with social influences and risk aversion in a co-branding alliance," European Journal of Operational Research, Elsevier, vol. 297(1), pages 301-318.
    6. Guy Assaker & Wassim Shahin, 2022. "What Drives Faculty Publication Citations in the Business Field? Empirical Results from an AACSB Middle Eastern Institution," Publications, MDPI, vol. 10(4), pages 1-29, November.

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