Blog: Emerging brand partnerships like Supreme x Louis Vuitton or HM x Mugler are experiencing remarkable growth

In collaboration with Senior Lecturer Angela Cruz, Assistant Professor Carlos Diaz Ruiz conducted a study on unconventional luxury brand collaborations. Their aim was to explore the factors behind the success of this strategy. The influence of Asian consumers appears to play a significant role in this success. These consumers are known for their economic influence, constant online presence, global mobility, and attraction for luxury brands. Concepts like "limited edition" and "unique trendiness" strongly resonate with them. The study uncovers potential opportunities for Australian brands, suggesting that partnerships with established luxury brands could be beneficial.

Discover more about the thriving world of unconventional luxury brand collaborations on the CERS blog Opens in new window .

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