Co-branding strategies in luxury fashion: the Off-White case

Murtas, Gabriele; Pedeliento, Giuseppe; Mangiò, Federico; Andreini, Daniela

doi:10.1080/0965254x.2022.2160484

Cited by 7 publications

(3 citation statements)

References 45 publications

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“…This collaboration is characterized by the launch of limited-edition sneakers that combine sports functionality with high-end fashion elements. The uniqueness and scarcity of these limited-edition sneakers sparked a high level of consumer interest, and the collaboration was widely covered by the media [2]. This case highlights how collaboration between two very different fields creates a new market value and appeals to a wider group of consumers.…”

Section: Nike and Off-whitementioning

confidence: 93%

Research on Cross-border Joint Marketing Strategies in Different Business Sectors-Taking Sports Business and Luxury Business as Examples

Qiao

2023

HBEM

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In the modern business environment, cross-border joint marketing strategies have become a powerful means to fully utilize the strengths of different industries and create mutually beneficial partnerships. This thesis explores the dynamics and effectiveness of cross-border joint marketing, using joint marketing in the sports business and luxury business sectors as examples. Through a comprehensive analysis of case studies and relevant literature, this paper analyzes the strategic approaches, challenges, and implications of these partnerships. The findings reveal the potential of these partnerships to enhance brand visibility, customer engagement, and overall business growth. By delving into the intricate interactions between sports and luxury, this study provides new insights into how cross-border co-marketing can drive innovation and success. The importance of this study lies in the fact that it will provide practitioners, researchers, and policymakers in the sports business and the luxury business with practical insights into cross-border joint marketing strategies. In an ever-changing business environment, understanding how to leverage cross-border collaborations to achieve strategic goals and how to maximize the benefits of shared resources will be critical to long-term business success.

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Section: Nike and Off-whitementioning

confidence: 93%

Research on Cross-border Joint Marketing Strategies in Different Business Sectors-Taking Sports Business and Luxury Business as Examples

Qiao

2023

HBEM

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“…Thus, they collaborated. The results were successful, as the quality of Nike sportswear improved with Dior's factories, and based on Nike's product line, Dior began producing everyday clothing as well [7][8]. However, due to the high level of Dior's brand value, the price of its collaborated product is higher.…”

Section: Luxury Brandsmentioning

confidence: 99%

Research on the Marketing Strategy and Effect of Sportswear Brand Co-branding with Entertainment Celebrities

Liu

2024

AEMPS

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Collaboration is a common tool that brands use in marketing. It can be beneficial for either side. First, it can benefit the company by increasing its profit and social attention. Second, it can make individual artists more well known among a larger population. Collaboration is very important among marketing strategies, so this passage will discuss the impact of co-branding from three perspectives in detail. In China, co-branding has become increasingly popular as it allows companies to tap into new markets. In this article, based on Nikes data from Nike.com and the internet, the passage divides Nikes collaboration target into five kinds: Nike sponsored athletes, streetwear brands, luxury brands, television series and entertainment brands, and individual artists and designers. By researching these five kinds of collaboration targets based on several articles and applications, the passage discusses the strategies that Nike used to choose collaboration targets, develop its collaboration products, and popularize them.

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“…Here, users can create custom avatars, curate digital wardrobes and explore limitless fashion possibilities. Fashion events and runway shows within Metaverse redefine industry conventions and offer immersive global experiences [136]. Designers and brands are using this digital landscape to showcase exclusive virtual wardrobe experiences, accessories and even virtual fitting rooms where customers can digitally try on clothes before they buy.…”

Section: H Fashionmentioning

confidence: 99%

Toward Trustworthy Metaverse: Advancements and Challenges

Jim,

Hosain,

Mridha

et al. 2023

IEEE Access

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The Metaverse, a transformative digital realm, holds immense promise for reshaping industries and human interactions while potentially addressing global challenges and democratizing opportunities. However, it also introduces a spectrum of complexities that demand careful navigation. To establish trustworthiness within the Metaverse ecosystem, gaining a deep understanding of its applications, challenges, and existing solutions is imperative. In this comprehensive survey, we first delve into Metaverse applications, drawing insights from existing literature. Subsequently, we explore the diverse challenges the Metaverse presents, analyzing them through the lens of existing research. We then scrutinize the overall trustworthiness of the Metaverse environment and investigate existing solutions to previously identified challenges through a thorough review and analysis of pertinent literature. Lastly, we discussed future research directions aimed at fostering a trustworthy Metaverse environment. This comprehensive review can provide an overview of the Metaverse, its application domains, challenges, existing solutions and research directions for many multidisciplinary studies.

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Co-branding strategies in luxury fashion: the Off-White case

Cited by 7 publications

References 45 publications

Research on Cross-border Joint Marketing Strategies in Different Business Sectors-Taking Sports Business and Luxury Business as Examples

Research on Cross-border Joint Marketing Strategies in Different Business Sectors-Taking Sports Business and Luxury Business as Examples

Research on the Marketing Strategy and Effect of Sportswear Brand Co-branding with Entertainment Celebrities

Toward Trustworthy Metaverse: Advancements and Challenges

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