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.

View at publisher


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.

Impact and interest:

Citation counts are sourced monthly from Scopus and Web of Science® citation databases.

These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.

Citations counts from the Google Scholar™ indexing service can be viewed at the linked Google Scholar™ search.

ID Code: 78004
Item Type: Book Chapter
Keywords: Missoni, Branding, Co-branding, Fashion, Luxury, Target
DOI: 10.1386/gfb.1.1.41_1
ISBN: 9781783203574
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

Export: EndNote | Dublin Core | BibTeX

Repository Staff Only: item control page