Road, News
MAY 07th 2021
Erin Baker

Erin Baker

The tricky art of brand collaboration

Collaborations between luxury brands are tricky things: both want to please, retain and find customers, and the pool of HNWIs is relatively small compared with the customer bases of mass market brands, so there isn’t much room to reposition (anyone who saw the fly-on-the-wall TV documentary about Asprey will know how close you can come to diluting the luxury markers that have taken decades to build up). Disruptor brands have more freedom and have shown recently that the right synergy can unlock new customers and steal from other brands. French marque DS showcased a successful partnership with French designers EgonLab at this year’s Paris Fashion Week: a capsule collection that absorbs CO2 and releases oxygen.

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