- Gen Z, who are a critical growth driver for the luxury sector, have a higher demand for luxury collaborations than other cohorts.
- The Fendace collaboration resulted in two different collections, each prioritizing a different gender mix.
- The Louis Vuitton X NBA assortment’s most prominent categories are accessories, leather goods and tops.
Luxury’s leading brands have launched viral brand collaborations within the past year, helping them tap into a wider audience, raising brand awareness and relevancy. With assortments that steer away from their core style, collaborations allow brands to bring a unique and refreshing aesthetic to their collections. Collaborations are increasingly present in the luxury sector today, as they drive brand hype, and therefore help a brand remain relevant at a time when consumer demand is shifting. The latest Lyst Index report proves how collabs are key for fashion brands, as many of the hottest items of the quarter are part of brand collaborations, and were a driving force in brand popularity.
Luxury brands thrive on building a sense of exclusivity and scarcity for their audiences and can drive demand for their product even higher by collaborating with other brands and creating limited edition capsule collections.
Is your brand ready to tackle collabs? How can you get the right strategy? Dive into Retviews’ article to discover the data behind some of luxury’s most buzzworthy collaborations and see how your brand can take advantage of the trend.
Fendace – When Two Luxury Behemoths Meet
Fendi and Versace collaborated on two distinct collections to honor the legacy of both fashion houses, from the perspective of Kim Jones and Donatella Versace. The two collections had their first appearance in September 2021 during Milan Fashion Week, while the items were made available online in May 2022.
Retviews data show a strong difference within the Fendace collections’ gender mix. Fendi’s line has a strong focus on menswear, 71% of its assortment being dedicated to the sector, as opposed to Versace 39%. Was this done on purpose, to avoid market cannibalization?