Reasons to Read

Through 2020 and 2021, we saw numerous luxury brands enter partnerships to capture the attention of consumers through unique products, creative marketing and limited-time merchandise. With the ongoing hype around the metaverse, several luxury brands are collaborating with unlikely partners to participate in the trend.

We discuss the key benefits of collaboration and examine recent major luxury brand mashups, such as between Gucci and Disney (Mickey Mouse); Gucci and The North Face; and Dior and NIKE.

• Read our separate report on brand mashups in fashion.
• Click here to read more Coresight Research coverage of luxury brands and retailers.

Contents (Click to navigate)

Introduction

What’s the Story?

Why It Matters

Brand Mashups in Luxury: Coresight Research Analysis

Three Benefits of Collaboration

In-House Collaborations

Multibrand Collaborations: Balenciaga, Gap and Yeezy

Luxury Collaborations in the Metaverse

What We Think