CASE ANALYSIS

Luxury fashion brands operate in the global industry. Traditionally, their target segment is the ultra-wealthy. Due to the intensity of competition within this segment, luxury retailers are compelled to expand the appeal and accessibility of their brands to broader audiences. This expansion mandates integrated strategic management and marketing efforts, breaking with the
more traditional approaches.
As Virgil Abloh stated (Woolf, J. 2016), “what I’m attempting to do is challenge notions of luxury, challenge notions of men’s and women’s clothes, and exploring these things to put them into one.” For creating a new genre of fashion (streetwear) that infuses cultural aesthetics and dynamic marketing (“drops”), each element of marketing mix was renovated and expanded to brand partnerships within and outside of the industry.

Using the above as a backdrop, analyze the case along the following lines:
1. Explore the nature, purpose, rewards, and risks of collaborations with complementary and competitive brands. (Additional reference: Brandenburger (2020) and Newmeyer et al.
2018))
2. Analyze the fashion genre of streetwear marketing and sales contrasting with the
traditional application of marketing mix. (Additional reference: Leeb et al. (2019) and
Mard (2019)).