The Analysis of Brand Co-branding Strategy

The luxury goods market has reached a saturation point, and the internal competitions are fiercer than ever. Like Louis Vuitton (LV) and Supreme, some grand brands decided to collaborate to increase their competence to a higher level together. We adopted an empirical case study procedure in this research. To examine the collaboration of LV and Supreme, we collected robust second-handed data upon which we built our analyses. We discovered some possible motivations for their cooperation, such as increasing sales profit, attracting young people's attention, and expanding the market to enhance the brand influence. They recreated their collaborating-commodities' appearances; designed new products for the collaboration specifically; concentrated on multiple tacit marketing and managing ideas that they share. By examining previous collaborations of other brands, we also noticed strategies they can refer to in the future, like co-managing the promoting campaign to maximize their influence as partners. Their marketing strategies mainly focused on Louis Vuitton, and Supreme's limited edition products were restricted to sale online; Louis Vuitton has adopted a price-cutting strategy to attract the "millennials". We hope our study provides some valuable insights into marketing strategies for the managers of other luxury goods brands.