Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

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The Analysis of Brand Co-branding Strategy

A Case research on LV& Supreme

Authors
Wenxi Jia1, a,*, †, Huining Ran2, b, *, †
1China Agriculture University, Beijing, China;
2Cardiff Metropolitan University;
†

These authors contributed equally.

*Corresponding author. Email: awenxi.jia@ucdenver.edu
Corresponding Authors
Wenxi Jia, Huining Ran
Available Online 15 December 2021.
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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Volume Title
Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
15 December 2021
ISBN
10.2991/assehr.k.211209.254
ISSN
2352-5428
DOI
10.2991/assehr.k.211209.254How to use a DOI?
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.

Cite this article

risenwbib
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  -