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THE MOST SUCCESSFUL LUXURY COLLABORATIONS?
Licensing
Licensing is allowing another company to use trademarks, copyrights, designs, and other intellectual in exchange for a percentage of revenue or a fee. Entertainment is the biggest licensor, this includes movies and TV shows which is the most popular as a lot of licensing deals are collaborations with fashion brands. The Walt Disney Company is the biggest licensor with “$56.2B (E) retail sales 2021” (License Global 2022)
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Collaborations
Many fashion brands do collaborations with brands but doing ones with companies such as Disney is a good way of bringing a different crowd to the brand. When it comes to luxury products, collaborations can also be with resale and rental brands. Some luxury brands like to collaborate with some random things such as fast food resturants.
The Real Real is a online and physical store marketplace, it sells consigned clothing, fine jewelry, watches, fine art and home decor. Burberry partnered with this marketplace to become more sustainable and encourage customer’s to extend the life of their products through resale.
“Key for The RealReal in this partnership is gaining greater access to one of its most in-demand luxury brands through consignments. The RealReal reports demand for Burberry has increased 64% year-overyear, with Millennial and GenZ customer searches rising fastest on its site. “ (Forbes 2019)
“THE Karl Lagerfeld collaborated with KFC China to produce two limited-edition bags to celebrate KFC’s 80th anniversary.” (KFC 2021)
Karl designed a bag and changed his branding so it was the theme of KFC including it’s colours. They didn’t stop at bags they also designed specific KFC uniforms for its employees, which it showcased in an exclusive fashion show.
“The world’s premier artisanal jeweller has collabed with sportswear giant Nike to create a brand-new pair of Air Force 1 Low.” (hello magazine 2023)
This product is a black suede trainer with a tiffany blue swoosh on the outer sides as well as an engraved chrome hardware detailing. The collection also came with silver accessories that include a whistle, shoehorn and toothbrush.
