Cobranding between Fast Fashion Brands and Luxury Brands: A Case Study Approach

  • Beatriz Eiras
  • António AzevedoEmail author
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


When H&M, a fast fashion brand, launched their first cobranding collection in 2004, with Karl Lagerfeld (current Chanel’s Chief Designer and Creative Director), there was a slight break in their traditional commercial strategy. Since then, many more partnerships have taken place. The present study aims to examine the way in which consumers evaluate luxury brands’ personality in a partnership context and the moderating effect of psychographic variables such as fashion leadership (Goldsmith et al., Psychology & Marketing 10:399–412, 1993) and the desire for unique consumer products (Lynn and Harris, Psychology & Marketing 14:601–616, 1997). Data was collected from an online questionnaire with a sample of 85 individuals, in which 3 scenarios of cobranding were put to test: (a) H&M + Balmain, (b) H&M + Alexander Wang and (c) H&M + Versace. The main conclusion of this study is that cobranding between a luxury brand and a fast fashion brand influences the way that both brands are perceived by consumers. It was also concluded that there are no significant correlations between attitude towards brand, purchase intention, willingness to pay and word of mouth and the scales of fashion leadership and desire for unique consumer products.


Brand personality Cobranding Luxury brands H&M Balmain Alexander Wang Versace Fashion leadership Desire for unique consumer products 


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Copyright information

© Academy of Marketing Science 2019

Authors and Affiliations

  1. 1.University of MinhoBragaPortugal

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