An investigation into hotel group and luxury fashion designer collaborations
This article is a preliminary exploration, aiming to identify the drivers of a plethora of developments led by luxury fashion designers. It was found that both luxury fashion designers and the hotel companies realised a strategic fit between brands and products offer, based on the consumer demand for the luxury experience. One common motive amongst the two industries was to capitalise on each other’s brand reputation, particularly known for its capability to provide quality and luxury products. This article also identified that the Chinese market has the potential to grow and could be a lucrative location into which to expand the luxury fashion designers’ hotel concept.