Marketing Management Report: Co-branding and Capsule Collection

This report delves into the marketing strategies of luxury brands, specifically examining their collaborations with fast-fashion brands through co-branding and capsule collections. The research addresses the motive behind these collaborations, exploring the benefits for both luxury and fast-fashion entities. The report outlines the research problem, which involves understanding the rationale behind luxury brands' decisions to collaborate, especially considering the potential impact on brand image and revenue. It also explores the research objectives, highlighting the significance of co-branding and capsule collections within these partnerships. Furthermore, the report poses key research questions, such as the reasons behind the collaborative strategies, the relationship between co-branding, capsule collections, and the collaborative approach, and the interests and rational reasons driving these collaborations. The scope and boundaries of the research are defined, acknowledging potential limitations in data extraction and respondent bias. Overall, the report aims to provide a comprehensive understanding of the dynamics and motivations behind the collaboration between luxury and fast-fashion brands, offering insights into their strategic marketing decisions.

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT
Name of the Student
Name of the University
Author Note

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Table of Contents
1. Research problem........................................................................................................2
2. The research objective.................................................................................................2
3. Research Questions........................................................................................................3

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1. The Research problem
1.1. Research problem:
The collaboration of the fast fashion and luxury brand through the association of co-
branding and capsule collection requires discussion for understanding the motive behind
luxury companies.
1.2. Relevant problem:
The concept of the capsule collection is still unknown in the world. The idea of capsule
collection encourages people to structure their wardrobe collection up to the things that
are essential and are usually in fashion. The concern with the strategy of collaboration
between the luxury and fashion brand can arise with the reputation linkage, issues with
one brand can easily affect other brand’s image. The reason behind collaboration choice
of fast fashion brands can be due to the increased revenue. However, the idea behind the
strategy of the collaboration of luxury brands with fast-fashion brand needs research.
2. The research objective
2.1. The specific purpose of the research:
The purpose of the research paper is to understand the relationship between the luxury
brand and fast fashion brand by relating the concept of co-branding and capsule
collection. The paper also aims to deduce the reason behind the strategy of luxury brands
in collaborating with the fast-fashion brand.
2.2. Importance and contribution to research
The research will demonstrate the strategy behind the collaboration of luxury brands with
the fast-fashion brand. The reasons for collaboration have only highlighted the benefits of

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the fast fashion brand in the past researches but have not extracted the motive of the
luxury brand. The research will reflect the concept of co-branding and capsule collection,
where co-branding includes the collaborative branding of the two brands and capsule
collection includes the concept of keeping clothing items that are necessary and can be
utilized for different purposes. Although, the meaning of capsule collection and co-
branding is already existent the link of these concepts to the collaborative approach still
needs to be researched.
The contribution in this research work will develop the methodological understanding
of the decision process of luxury brands in collaborating with the fast-fashion brand.
2.2. Research scope and boundaries
The research will be able to establish a logical or rational connection between fast
fashion brands and luxury brand companies. The establishment of the relationship will
also determine the research behind the decision of collaborating with the luxury brand.
The research will be facilitated through various forms of data extraction method with the
association of ethics and biasness. The boundary or limitation of the research work will
be the extraction of the data without persuading the respondent of a luxury brand to
respond.
3. The Research Questions
3.1. Main research questions
The main research question is:
What is the motive behind constructing the strategy of collaborating by luxury brands
with fast fashion brands?
3.2. Underlying questions

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Q1: What is the reason behind the collaborative strategy of luxury brands and fast fashion
brands?
Q2: What is the relation between the concept of co-branding and capsule collection with
the collaborative approach of luxury brands and fast fashion brand?
Q3: What are the interest and rational reason behind the step of collaboration by luxury
brands with fast-fashion companies?