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

Luxury fashion retailers' localised marketing strategies in practice – evidence from China

“…Most recently, Kumar et al (2020) developed a marketing mix for Masstige brands by addressing the radical differences between Masstige and luxury branding strategies in terms of price, income, consumption, branding, market, and metaphors. Furthermore, concepts of luxury and fashion are increasingly interchangeable due to collaborations between luxury brands and (fast-)fashion brands (Mrad et al, 2019), and celebrity fashion designers' contributions to repositioning the strategies of heritage luxury brands since the 1990s, such as Marc Jacobs for Louis Vuitton, John Galliano for Christian Dior, Alexander McQueen for Givenchy, and Tom Ford for Gucci (Bai, 2016). Because of the nature of retailing, luxury fashion brands can imbue their brick-and-mortar stores, especially their flagship stores, with elements of art galleries and museums, through an aesthetically oriented "M(Art)Worlds" strategy to strengthen consumers' in-store experiences (Joy et al, 2014).…”

Luxury fashion start-up brands' digital strategies with female Gen Y in the Middle East

“…People associate the term luxury with wealth, indulgence, exclusivity and aristocracy (Chevalier and Mazzalovo, 2008). In fact, luxury fashion brands are distinguished by people as brands that are characterized by global recognition, high quality and innovation, core competence, powerful and influential advertisement, flawless in-store presentation and superb customer service (Mrad et al , 2018). Luxury fashion brands portray an image of exclusivity, premium process, image and status (Ramadan and Mrad, 2017; Ramadan, 2019).…”

“…In 2018, generation Y had more spending power than the Baby Boomers. Marketers in the retail industry realize the economic power of this generation and hence are allocating higher budgets on understanding and targeting Gen Y (Lazarevic, 2012; Mrad et al , 2018). Female Gen Ys are obsessed with fashion and are considered to be prime consumers for luxury fashion brands (O'Cass and Choy, 2008; Williams and Page, 2011; Valaei and Nikhashemi, 2017).…”

“…Female Gen Ys are obsessed with fashion and are considered to be prime consumers for luxury fashion brands (O'Cass and Choy, 2008; Williams and Page, 2011; Valaei and Nikhashemi, 2017). In the Middle East, specifically, this segment of population tends to outspend any millennial in other markets (Visa, 2016; Mrad et al , 2018). The rapidly growing usage of digital and ecommerce platforms in the UAE and Saudi Arabia further accentuated the importance of generation Y as they are affluent with digital channels where they express distinct social attitudes (Bolton et al , 2013; Visa, 2016).…”

Journal of Brand Management: year end review 2019

“…Managerial implications are noted; research limitations discussed, and the authors propose further research could study consumers with different demographics, as well as different levels of income to those focused upon in this study. Mrad et al (2019) undertake an exploratory study to better understand consumer reactions to the collaboration between a luxury brand and a fast-fashion brand in the UK. A number of interesting findings are indicated, including those related to previous research on 'perceived brand fit' between the brands involved, in 'that although this form of partnerships could at times have a positive impact on the luxury brands, it also raises some concerns related to respondent perceptions of luxury brands' (Mrad et al 2019, p. 572).…”