دانلود رایگان مقاله انگلیسی وفاداری برند در یکپارچگی برندینگ مشترک فست فشن و طراح لوکس - نشریه الزویر

ABSTRACT

Fast fashion brands, such as H & M, have co-branding projects with designer luxury brands. However, how the brand loyalties of the associated brands theoretically affect the co-branding's performance is largely unknown. Motivated by the observed industrial practices, we build a formal analytical model to examine the impacts of brand loyalty on revenues in luxury and fast fashion co-branding. The commonly adopted schemes in industry such as the profit sharing scheme, fixed-royalty scheme and mergers scheme are examined to investigate the brand performance. It is analytically found that the associated brands would perform best under the mergers scheme. This implies that the internal cooperation within a big group is the most desirable strategy for cobranding. Moreover, we provide the analytical evidence that fast fashion brands should work with well-known luxury fashion brands for brand alliance.

5. Conclusion and managerial implications

In this study, we have proposed a general model to examine the impacts of brand loyalty on revenue management in co-branding of designer luxury fashion and fast fashion. We have considered a cobrand alliance which is consisted of two associated brands (i.e. a designer luxury fashion brand and a fast fashion brand) and their cobrand. As we have proven analytically in this paper, such an alliance is beneficial to both parties: both fast fashion and designer fashion brands can increase customers' brand loyalties and expand their consumer base with profit maximization. We have explored the commonly adopted schemes in the industry such as the PS scheme, the FR scheme and the MG scheme and reveal whether the “brand alliance” can be coordinated. We have identified the optimal brand loyalty levels with respect to the different financial outcomes of launching a co-brand and different types of brand alliance. Based on the results we derived from our analytical models, we have yielded the following managerial implications.