In the ever-evolving world of luxury fashion, collaboration is the name of the game. From iconic designer partnerships to strategic brand crossovers, cross-promotion has become a powerful tool for enhancing brand visibility.
Cross-promotion is a marketing strategy where brands collaborate to promote each other's products or services. In luxury fashion, it involves partnerships to boost sales, reach new markets, and engage consumers through co-branded products, joint campaigns, or events. The partnerships have even gone beyond just fashion and include joint projects in other spheres (my video on developing branded beaches in 2023 here) and may be used as a part of VIC strategies within a luxury group (slightly mentioned here).
Luxury fashion groups typically refrain from collaborating with each other to avoid being overshadowed. The choice often involves partnering with brands of a different focus, such as the Supreme x Louis Vuitton collaboration, where Supreme's streetwear appeal targets a distinct audience. Alternatively, collaborations may occur with different category supply, as seen in the Saint Laurent x Baccarat partnership, leveraging Baccarat's renowned crystal craftsmanship.
However, within a single luxury group with a diverse brand portfolio, collaborations are approached with less caution. While direct financial results remain undisclosed, here are some recent examples of cross-promotion within one luxury group which I consider to be successful in terms of gains:
1. Tiffany & Co x RIMOWA (both owned by LVMH)
context: limited-edition capsule collection that reflects the unique facets of a diamond, paying homage to Tiffany & Co.'s legendary designs. Made from RIMOWA's signature aluminum and polycarbonate, the collection includes the first vanity case ever crafted by RIMOWA, a personal jewellery case, a cabin case, complete with a Tiffany Blue luggage tag that can be personalized with embossing.
gains: The Tiffany & Co. and RIMOWA partnership offers a stylish and practical solution for storing and traveling with jewelry. By combining Tiffany's elegance with RIMOWA's durability, the collaboration closes the gap between luxury and utility, ensuring travelers can safely transport their valuables with ease and sophistication.
RIMOWA's reputation for innovative and high-quality luggage enhances the partnership by providing practical and durable solutions for storing and transporting valuable jewelry. Incorporating Tiffany Blue® accents into RIMOWA luggage adds a distinctive and recognizable design element.
2. Miu Miu x Church’s (both owned by Prada Group)
context: Miu Miu brings its unique touch to the classic design of the shoe, playing with unexpected combinations that emphasize contrasts. The collaboration between Church’s and Miu Miu embodies a disheveled sense of chic and a relaxed, confident attitude, evident in the print and moving image campaign. Initially introduced during the Fall/Winter 2023 fashion show in Paris, the collaboration unveils a new reinterpretation for Spring/Summer 2024: the ‘Shanghai’.
gains:
Enhanced Brand Portfolio: By leveraging the collaboration between Church’s and Miu Miu, Prada group strengthens its brand portfolio, offering consumers a diverse range of products that cater to different tastes and preferences within the luxury market. Church’s, known for its conservative image, gains a fresh touch of innovation and modernity through Miu Miu's avant-garde reinterpretation of its classic designs. This infusion of contemporary flair revitalizes Church’s brand identity, attracting new customers while retaining its loyal conservative base.
Synergistic Fusion: Miu Miu's mood and collection perfectly complement Church’s creations, creating a harmonious blend of tradition and innovation. The partnership elevates the prestige and desirability of both brands within the luxury fashion landscape. By associating with Miu Miu's avant-garde aesthetic, Church’s enhances its status as a forward-thinking and fashion-forward brand, while Miu Miu benefits from aligning with Church’s heritage and craftsmanship.
3. Hermes x Saint Louis
context: while Hermes stays aside any direct collaborations and partnerships, it still uses cross-promotion techniques to enhace other brands from its portfolio. They all listed on their official website as Partner brands.
Saint-Louis Crystal, the oldest glass manufacturer in France, was acquired by Hermès in 1994. It is now represented in Hermes boutiques around the world - there are 28 such boutiques according to official website.
gains: By integrating Saint-Louis Crystal products into Hermès boutiques, the Hermès Group expands its offerings, providing a wider range of luxury items that seamlessly complement each other. Saint-Louis Crystal's exquisite creations, including tableware, barware, decor, and lighting, enhance Hermès' home goods selection without competing or overlapping with its own offerings. This strategic partnership ensures that Saint-Louis Crystal's products receive exposure to Hermès' loyal customer base, driving sales and reinforcing the brand's position in the luxury market.
4. GUCCI x Balenciaga (both owned by Kering)
context: Gucci x Balenciaga collaboration went into Hacker Project, which merged motifs from both brands to create new interpretations of signature pieces, embracing logomania and traditional designs with a twist. The collection dropped globally, offering customization services by local artists.
gains: Gucci and Balenciaga are known for their distinct design aesthetics, with Gucci often featuring retro, feminine motifs and Balenciaga embracing bold, avant-garde designs. The collaboration allows for the fusion of these contrasting styles, appealing to a wider range of consumers who appreciate diverse fashion expressions.
Summary
Cross-promotion emerges as a potent strategy for maximizing brand impact and reaching diverse audiences. Successful cross-promotions within a single luxury group hinge on factors such as:
Brand Cohesion: Brands involved in the cross-promotion have to align well with each other in terms of their values, aesthetics, and target audience. Cross-promotions should enhance brand synergy and reinforce the overall identity of the luxury group;
Product Differentiation: Collaborations should complement each other rather than competing directly. Each brand within the luxury group should bring something unique to the table, whether it's design expertise, craftsmanship, or innovation, to create a compelling and diverse offering for consumers;
Strategic Alignment: Aligns with the overall strategic objectives of the luxury group. Whether the goal is to increase brand visibility, drive sales, or reach new market segments, cross-promotions should support broader business goals and contribute to the long-term success of the group.
Through careful planning and execution, luxury groups can leverage cross-promotions to strengthen brand equity, foster customer loyalty, and propel their portfolios to new heights of success.