Marketing : Impact of Co-branding Strategies in Fashion Industry

Running head: MARKETING
Research proposal on “Impact of co-branding strategies on the growth of buying behaviours
and intentions within the fashion industry”
Name of the student:
Name of the university:
Author note:

1MARKETING
Table of contents
Introduction................................................................................................................................2
Research rationale......................................................................................................................2
Research aim..............................................................................................................................2
Research objectives....................................................................................................................2
Literature review........................................................................................................................3
Research Methodology...............................................................................................................4
References..................................................................................................................................6

2MARKETING
Introduction
The concept of co-branding has brought favourable results for the past few years and
thus, the phenomenon of co-branding strategies and collaboration between the fashion and
non-fashion brands have tend to bring major improvements in the fashion industry largely1.
The business organisation, especially the fashion brands named Karl Lagerfeld and also the
non-fashion brands including the L’Oreal and Puma, which are major fashion retail
companies.
Research rationale
The rationale of research demonstrates about the problem that might be experienced
due to lack of implementation of co-branding strategies, which also might create complexities
for the business to sustain in the competitive business environment. The companies need to
form co-branding alliances with the help of implementation of strategies so as to create an
additional stream of revenue while at the same time, create scopes and opportunities to attain
competitive advantage in business as well.
Research aim
The aim of this research is to study the impact of new co-branding strategies on the
the fashion industry. The research also aims to use literature review as a method of
assessment along with 2 case studies from H&M, Karl Lagerfield and Balmain.
Research objectives
 To identify the impact of co-branding strategies on the consumer buying behaviour of
the fashion industry
1 Shen, Bin, Tsan-Ming Choi, and Pui-Sze Chow. "Brand loyalties in designer luxury and fast fashion co-
branding alliances." Journal of Business Research 81 (2017): 173-180.