Co-branding strategies for luxury fashion brands : Missoni for Target
Luck, Edwina M., Muratovski, Gjoko, & Hedley, Lauren (2014) Co-branding strategies for luxury fashion brands : Missoni for Target. In Hancock, Joseph, Muratovski, Gjoko, Manlow, Veronica, & Peirson-Smith, Anne (Eds.) Global Fashion Brands : Style, Luxury & History. Intellect, Bristol, pp. 41-56.
Missoni is a luxury Italian knitwear brand that partnered with Target in September 2011 releasing a large, one off, mass-market collection that ranged from apparel to home wares. The collaboration received extensive media coverage and was consequently extremely sought after. The online sales site crashed within hours of opening while shelves were cleared in stores minutes after trading began. Within hours more than 40000 items from the collection were posted for sale online at greatly inflated prices. Evaluation of the case study revealed that sales of the Missoni collection increased following the collaboration and the value of the publicity generated at estimated US$100 million. The lack of available stock, despite the enormous hype created, reinforced Missoni’s luxury image. Missoni was able to gain massive awareness of the brand despite not employing any of its own communication channels in the promotion of the collaboration. However the co-branded collaboration was distinctively Missoni, potentially inciting comparison and confusion with the signature line. Nevertheless, this study shows that co-branding strategies can offer a viable opportunity for luxury brands to increase their market share, while they maintain their market position.
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|Item Type:||Book Chapter|
|Keywords:||Missoni, Branding, Co-branding, Fashion, Luxury, Target|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Consumer-Oriented Product or Service Development (150501)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2014 Intellect|
|Deposited On:||02 Nov 2014 23:38|
|Last Modified:||05 Nov 2015 15:15|
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