Co-Branding between Luxury Brands and Mass Fashion Brands

This master thesis investigates a relatively new phenomenon of co-branding between luxury and mass fashion brands. Through exploratory research of the fashion industry with respect to its main segments: luxury and mass fashion, specific and distinctive features of each segment are identified, in order to provide the basis for understanding the practice of fashion and the fashion branding. Further, a thorough study of co-branding in the framework of brand extension and strategic alliances identifies opportunities and threats involved with this practice; and proves the assumption that co-branding holds great potential as a strategic tool for brand activation and democratization of luxury. The objective of the thesis is to present an analysis of the real life cases of co-branding between luxury and mass fashion brands, determining positive and negative effects attached to the image of the two brands with adoption of the strategy. Moreover, the analysis aims to develop a guide for successful co-branding strategy in the luxury goods market.