The Analysis of Brand Co-branding Strategy

A Case research on LV& Supreme

DOI

10.2991/assehr.k.211209.254How to use a DOI?

Keywords

Co-branding; Brand collaboration; marketing strategy; Louis Vuitton; Supreme

Abstract

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.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Wenxi Jia
AU  - Huining Ran
PY  - 2021
DA  - 2021/12/15
TI  - The Analysis of Brand Co-branding Strategy
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 1567
EP  - 1574
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.254
DO  - 10.2991/assehr.k.211209.254
ID  - Jia2021
ER  -