1. Introduction

Let us conceive of that we have gone back a decennary in clip. There is a adult female in some portion of the universe tossing through the pages of a high-fashion magazine. The minute she opens the magazine she is bombarded by images of luxury goods. Luxury trade name names like Versace, Chanel, Gucci and Christian Louboutin shout out to her. All she desires is to have at least one piece from these luxury manner goods. Unfortunately, the adult female earns a average income and can merely woolgather about having a Versace frock or a brace of Christian Louboutin places. Fortunately for her, in 2004 Hennes & A ; Mauritz ( H & A ; M ) came up with a superb coaction which made all her dreams come true.

For a long clip entree to luxury manner goods had been limited to the elect categories. Since the 1990s there has been a roar in the luxury market because as times progressed traditional luxury trade names such as Christian Dior started confronting competition from emerging new luxury trade names like Jimmy Choo. These new luxury trade names brought in new stigmatization and placement schemes ( Truong et al. , 2009 ) . The consequence of these schemes was the materialization of ‘masstige trade names ‘ . Even though masstige trade names are priced lower than ace premium or traditional luxury trade names, they still hold a topographic point above conventional merchandises and bask a high degree of prestigiousness ( Silverstein et al, 2005 ) .

In order to undertake competition faced from these masstige trade names, certain traditional luxury trade names took an unconventional measure. In June 2004 Hennes & A ; Mauritz ( afterlife referred to as H & A ; M ) announced that they would be let go ofing a limited edition aggregation designed by none other than Karl Lagerfeld, main interior decorator of Chanel ( H & A ; M, 2004 ) . With this measure, H & A ; M began a fresh tendency of ‘co-branding ‘ in the manner industry between high-street and luxury manner trade names. Since so H & A ; M have undergone an one-year coaction undertaking with some of the biggest names of luxury manner, the latest being Gallic label, Maison Martin Margiela. With H & A ; M doing uninterrupted headlines in the manner industry for its coactions with luxury manner trade names, the demand to analyze the scientific discipline of co-branding, particularly in manner, is going critical. Therefore, this thesis aims at researching and look intoing the term ‘co-branding ‘ and the function it plays between high-street manner and luxury manner trade names. As H & A ; M are the modern-day of this tendency in the manner industry, the issues discussed in this thesis will be chiefly based on them.

1.1 Company Profile

Company name

H & A ; M Hennes and Mauritz AB

Industry

Retailing

Sub Industry

Manner ( vesture, accoutrements )

Headquarterss

Stockholm, Sweden

Employees

94,000

Cardinal Peoples

Laminitis: Erling Persson

Chairman: Stefan Persson

CEO/Managing Director: Karl-Johan Perrson

Table: Company Profile of Hennes & A ; Mauritz ( H & A ; M, 2012a ) H & A ; M Hennes and Mauritz AB is a Swedish retail company, working in the vesture industry. The company is known for planing fast manner i.e. smart manners at inexpensive monetary values. The first shop was opened in Sweden in 1947 under the name ‘Hennes ‘ , selling lone adult females ‘s vesture. In 1968 the company bought Mauritz Widsforss, a hunting and fishing equipments shop, altering the company name to Hennes & A ; Mauritz. This was besides the twelvemonth the company started selling work forces ‘s and kids ‘s vesture. Today, H & A ; M have branched out into five independent trade names which are globally recognised – H & A ; M, COS, Monki, Weekday and Cheap Monday. Besides vesture, today the company besides offers footwear, accoutrements, cosmetics and furniture. As of 2012, the company operates around 2600 shops across 44 states. H & A ; M ‘s top two rivals are Spanish manner group Inditex ( who own Zara and Bershka ) and American retail giant The Gap, Inc. From 2004 H & A ; M started join forcesing with some of the biggest names in the luxury manner industry, a tradition they have since followed every twelvemonth. Besides H & A ; M ‘s one-year coaction with some of the biggest luxury manner houses, the company besides has a long-standing tradition of acquiring together with ace theoretical accounts and popular music artists to either design or be the faces of their seasonal aggregations and runs.

1.2 Problem Definition and Purpose

Co-branding is a comparatively new construct in the field of selling. The construct has been in pattern for merely the past few decennaries and the coactions have frequently yielded assorted consequences. Co-branding has taken topographic point in all sectors and industries from baccy to automobile to retail to film-making to consumer goods. Co-branding is a reasonably new term in the concern vocabulary which is used to depict incorporate selling activities affecting two or more trade names ( Blackett, Boad, 1999 ) . It is of import to analyze and understand the pattern of co-branding as it has been deriving acknowledgment in the recent old ages and can hold a considerable impact on the hereafter of branding. More and more consumer merchandise makers are going interested in co-branding schemes as it is a agency to derive more exposure in the market place, fight competition and menaces innovatively and at the same clip portion expensive promotional costs with a spouse ( Spethmann, Benezra, 1994 ) . Co-branding gives companies a great chance to make something new, while sharing costs, and besides provides them with an chance to show consumers with a market they may hold non explored before. Besides undergoing classical trade name extensions and other trade name confederation schemes ( like advertisement confederations and double stigmatization ) , co-branding is a scheme which presents a trade name an added method to distinguish themselves in a competitory environment ( Helmig et al. , 2008 ) .

While co-branding in other sectors has returned second-rate consequences, co-branding in manner has by and large been highly good appreciated. American price reduction retail merchant, Target, has frequently collaborated with interior decorators such as Jason Wu, Issac Mizrahi and Neiman Markus, offering their designs for a somewhat higher monetary value than Target ‘s usual rate. These efforts have been really good received by the mass consumers. H & A ; M, particularly, have a high success rate when it comes to this concern pattern. More than 1000 people entered New York ‘s Fifth Avenue shop in the first hr when Karl Lagerfeld, Chanel ‘s haute couture and off-the-rack head interior decorator, created pieces for H & A ; M ( de Chernatony et al. , 2011 ) . Another illustration would be the success of H & A ; M and American designer Stella McCartney coming together. Queues were reported outside several H & A ; M shops all across the universe, organizing from the dark before the aggregation was launched ( Okonkwo, 2007 ) .

However, every bit successful as H & A ; M ‘s efforts at co-branding have been, this pattern of luxury trade names and high-street trade names coming together has lead to a batch of argument and even unfavorable judgment. Harmonizing to the reviews, co-branding frequently shackles with the company ‘s original trade name equity and confuses the consumer. Although the names of the trade names that come together are familiar to the consumer, the existent co-branded merchandise is wholly new. Therefore, unable to do out what to believe of the new merchandise, the consumer makes a opinion based on the known trade name names involved ( Washburn et al. , 2000 ) . There have besides been inquiries raised sing the consequence of co-branding on the image of one or both of the parent trade names. Some reviews believe that co-branding shackles the repute of extremely ranked trade names.

There have been sufficient plants every bit good as research conducted on co-branding which are available to us. Considerable research has been conducted on co-branding in the retail sector. However, there has non been much detailed research on co-branding specifically between high-street manner trade names and luxury manner trade names. There are inquiries still left unreciprocated in this peculiar country. Therefore, this thesis aims to look into and analyze the pattern of co-branding in this peculiar field and hopes to give a better apprehension of this phenomenon.

1.3 Research Aims

Taking into history the intent of this thesis, the chief research aim that this survey will seek to reply is:

Researching and understanding co-branding between high-street and luxury manner trade names.

In order to assist present relevant replies for this thesis, the chief research aim can be farther divided into the undermentioned sub-objectives:

To understand why co-branding occurs between high-street manner trade names and luxury manner trade names

To analyze the perceptual experience of consumers sing co-branding in the manner industry

To analyze the consequence of such a coaction on the trade name image and repute of both parties involved

To understand whether co-branding between a high-street and a luxury trade name can give successful consequences

1.4 Relevance of the Research

The undermentioned subdivision provides a justification about the relevance of this survey. Arguments for both, academic and practical, relevancy are discussed.

1.4.1 Academic Relevance

This thesis certainly has academic relevancy in today ‘s clip. In order to analyze co-branding in the manner industry, this survey has merged assorted subdivisions of selling. Brand confederations, trade name equity, trade name purchase and consumer behaviors are combined and discussed together to assist understand the phenomenon of co-branding. Although there is important work already done on co-branding, merely a few discuss the country in which co-branding has gained the most success – manner. Therefore, this thesis tries to give a clear and more elaborate account of why and how co-branding in manner occurs and the effects it has on the consumer.

1.4.2 Practical Relevance

The practical relevancy of this thesis is besides of significance. Co-branding is being often used as a scheme to stand out in a crowded market topographic point ( Dieleman, 2010 ) . By understanding the scientific discipline of co-branding, non merely for general apprehension, but particularly for the manner industry, more retail vesture trade names can partake in it. By analyzing consumers ‘ perceptual experience towards the coaction of high-street and luxury manner trade names, directors can make up one’s mind on whether or non making a co-branding scheme is the right attack for them. Directors can besides hold a better grasp of the effects of co-branding on their trade name equity and trade name repute.

1.5 Restrictions

As mentioned in the company profile, H & A ; M have besides collaborated with popular music creative persons like Madonna and Kylie Minogue to gestate and be the faces of limited edition lines and aggregations. Besides, the fast-fashion company has collaborated with Finnish fabric company, Marimekko, in the yesteryear to utilize their fabric designs on their merchandises ( Wettergren, 2010 ) . These famous persons and companies are besides trade names in their ain ; nevertheless, this thesis will non be discoursing them. Merely H & A ; M ‘s coactions with luxury manner trade names will be taken into history. Therefore, this thesis merely examines the relationship of a high-street and luxury trade name, and non between other classs of trade names.

This thesis does non discourse the procedure of co-branding between H & A ; M and the luxury trade names, but the motivation and effects of the coactions. The inquiries this thesis tries to reply are why co-branding occurs and what are the possible results of it. How co-branding occurs is a inquiry this survey does non venture into. Besides, this thesis does non travel excessively profoundly into the selling activities of the co-branded merchandises and retail aggregations. Therefore, replies to these inquiries will non be available in this survey.

1.6 Structure

The undermentioned subdivision of this thesis talks about bing constructs, theories and research conducted that led to the formation of this survey ‘s research inquiry. The subdivision is a reappraisal of bing literature every bit good as a presentation of the theoretical model. Concepts such as trade name direction, co-branding, manner selling, co-branding schemes, manner schemes and so on will be discussed. The 3rd chapter negotiations about the methodological analysis selected to carry on this research. The chapter negotiations about the justification of taking the research method every bit good as the possible restrictions of the same. Chapter four represents the findings of this research every bit good as gives a treatment for each of the findings. This chapter evaluates the relevant research findings for each of the research sub-objectives. The concluding chapter of this thesis presents a general treatment of the full survey, foregrounding the cardinal countries and of import research findings. At the terminal of the thesis is a list of mentions ; beginnings which helped with the research of this survey every bit good as beginnings one can look into for the intent of farther reading.

2. Literature Reappraisal

2.1 The Concept of Branding

Branding edifice is an of import construct in the scientific discipline of selling and several definitions of this construct exist. The official definition of branding given to us by the American Marketing Association is that a trade name is “ a name, term, mark, symbol, or design, or a combination of them, intended to place the goods or services of one marketer or group of Sellerss and to distinguish them from those of rivals. ” This means that even though a merchandise or service may fulfill the same demand as another, a trade name provides it with an component which differentiates it from other merchandises or services of the same sort ( Kotler, Keller, 2011 ) . The procedure of trade name edifice is imperative for about all companies, merchandises and services because constructing successful trade names promises future income watercourse and net income. Brands help construct consumer trueness which means that consumers will maintain coming back to purchase the trade names and will back up them even during crisis state of affairss ( de Chernatony et al. , 2011 ) .

However, the profile of the consumer is altering from what it used to be. The market topographic point is acquiring more and more crowded with the changeless add-on of new merchandises and services. Not merely does this mean that there is a batch of ferocious competition, but besides today ‘s consumer has a batch more pick than from a decennary ago. Therefore, it is highly necessary to do one ‘s trade name base out. This is where the construct of trade name direction comes in. Appropriate and effectual practise of trade name direction can impart a manus in leveraging a trade name, which leads to the devising of a successful trade name. The construct of trade name direction was created by Procter & A ; Gamble ‘s Neil McElroy ( Harvard Business School, 2000 ) . Effective trade name direction can take to high trade name equity. Brand equity is the extra value which merchandises and services are seen to hold, besides the functional value that they possess. This value is measured on the footing of what consumers feel and think about the trade name every bit good as the market portion and profitableness that the trade name enjoys ( Keller, 2008 ; Aaker and Joachimsthaler, 2000 ; Aaker, 1996 ; Aaker, 1991 ) . Proper pattern of trade name direction can besides make admirations for the trade name image. Brand image is feeling of the trade name ‘s personality ( existent or fanciful ) that has been developed in the consumer ‘s head ( Business Dictionary ) .

Assorted techniques can be applied under trade name direction in order to leverage a trade name. One of these techniques is trade name extension. Brand extension is a selling scheme wherein a company uses a trade name name which already exists in order to perforate into a new, different merchandise class than which it is established in ( Swaminathan, 2003 ) . A slightly new development has been formed from trade name extension in recent decennaries which is known as the procedure of co-branding.

2.2 Co-Branding

Co-branding is a trade name leverage technique where two or more trade names, each holding important acknowledgment in the eyes of the consumer, co-operatively come together to make “ a individual alone merchandise ” while retaining the names of all the trade names involved ( Blackett and Russell, 1999 ; Leuthesser et al. , 2003 ) . This term is besides referred to as ‘brand confederation ‘ and ‘composite stigmatization ‘ . Co-branding provides sellers with the pick of choosing for a short-run confederation, therefore doing it an attractive chance. It is non necessary for co-branding to be a long-run matter, as along other benefits, sellers are chiefly looking for a speedy gross revenues encouragement ( Spethmann and Benezra, 1994 )

As discussed by Nunes et Al. ( 2003 ) , co-branding can be divided into four different types. They are as followers:

Promotional/sponsorship co-branding – Here a company co-brands by being a portion of an event ‘s activities so as to associate its image to that peculiar event in the head of the consumer.

Example: Conseco ‘the official fiscal services supplier ‘ of NASCAR

Ingredient co-branding – In this type there is a primary trade name, which acts as an of import constituent of the secondary trade name.

Example: Sony Vaio laptop with an Intel microprocessor

Value concatenation co-branding – Here two or more companies come together in order to make a trade name new experience for the consumer to increase distinction. It can be farther divided into three types:

Product-service co-branding – Yokel! and SBC Communications coming together to organize SBC Global Networks

Supplier retail merchant co-branding – Architect Michael Grave making a line of co-branded merchandises specially for American retail merchant, Target

Alliance co-branding – Airline confederations such as Star Alliance and SkyTeam

Invention based co-branding – In this type two or more companies come together in order to show a trade name new merchandise or offering, to increase client value every bit good as corporate value.

Example: Boating shoe maker Sperry Top-Sider join forcesing with New Balance to make an ‘athletic boat shoe ‘

It is a known fact that brands play an of import function in act uponing civilization in consumer societies. They non merely fulfill one ‘s useful demands, but besides serve some hedonistic intent. It is non in the power of the seller to make the hedonistic value that the trade names hold. It is merely the consumer who is in control of the feelings and significances associated with a peculiar trade name. Therefore, it is safe to state that a portion of the trade name ‘s equity is in custodies of the consumers. Therefore, the ground sellers decide on a co-branding scheme is to non merely entree the useful benefit which a certain trade name offers, but besides to bring forth the hedonic value which the association with that trade name would convey. There is a transportation of position, imagination and repute of one trade name to the other. Co-branding besides reduces costs, as the R & A ; D, production and selling disbursals get shared between the parent trade names. Therefore, co-branding is a speedy manner of bettering all the facets of selling related issues ( Askegaard and Bengtsson, 2005 ; Nunes et al. , 2003 ) .

There are besides hazards and disadvantages to co-branding. There is the hazard of dilution, where a trade name loses intending for a consumer because of the co-branded merchandise. There is a opportunity of a co-branding scheme ensuing in a possible rival. This happened when IMB partnered with Microsoft to develop DOS. Microsoft so had really low trade name equity, but today they are a elephantine in the computing machine universe. There is besides the hazard of devaluation. When alining with a low valued trade name, a high value trade name may lose its repute in forepart of the consumers. Co-branding may besides restrict a trade name ‘s market range as they might be aiming the same consumer group with the new merchandise every bit good ( Nunes et al. , 2003 ; Leuthesser et al. , 2003 ) .

Many theories and research have been conducted on trade name confederations and their possible spillover effects. One of the first 1s was by Simonin and Ruth ( 1998 ) . A survey was conducted by them to measure the alteration in the attitude of consumers due to the spillover effects of co-branding. The consequences of that survey have matched the consequences of many other newer surveies conducted on trade name confederations. Baumgarth ( 2004 ) created a trade name confederation survey, based on Simonin and Ruth ‘s survey. The consequences of the survey matched with the hypotheses presented by Simonin and Ruth. Baumgarth ‘s theoretical account added betterments by giving importance non merely to the trade name tantrum, but besides to the anterior attitudes consumers have towards the trade names. In a survey conducted by James et Al. ( 2006 ) , it was found that the personalities of the two trade names involved have an impact on the perceptual experience of the consumers towards the co-branded merchandise. Bouten et Al. ( 2011 ) excessively conducted a survey, establishing it on the Simonin and Ruth paper. The consequence of their survey was that a perfect tantrum of both, the trade name image every bit good as the bing merchandises of the parent trade names is required for a successful trade name confederation.

As trade name confederations started acquiring popular, research workers started concentrating on the term ‘co-branding ‘ . Abratt and Motlana ( 2002 ) devised a five-step trade name passage procedure for companies who wanted to set about co-branding. The procedure stresses on the importance of understanding consumer perceptual experience every bit good as the tantrum of the trade names involved. The same consequence was seen in the strategic model for co-branding created by Leuthessar et Al. ( 2003 ) which would assist sellers assess co-branding chances in order to leverage their trade names. On the footing of this model, possible co-branding can be assessed by the nature of the parent trade names every bit good as their mark audiences. Co-branding was easy get downing to be seen as an of import selling scheme. As a consequence of this, an ontology based co-branding scheme system, called OnCob, was created by Chang ( 2008 ) . This system helps sellers and trade name directors research the co-branding phenomenon based on the constructs of purpose, class and consequence. Co-branding was further researched by Chang ( 2009 ) to show a roadmap and usher for companies desiring to co-brand. Different industries were discussed wherein some consequences were successful, while some were a complete failure. Besides, a co-branding matrix was presented, which gives research workers a better apprehension of this emerging scientific discipline.

The effects of co-branding on trade name equity were studied by Washburn et Al. ( 2000 ) . The research consequences showed that co-branding is a win-win state of affairs for both the trade names involved, irrespective of their perceived trade name value. When a high equity trade name is paired with another high equity trade name, the concluding co-branded merchandise is perceived to hold high value every bit good. Besides, Washburn et Al. found that in the instance of a low equity-high equity trade name coupling, it is the trade name with a lower value that benefits the most from the co-branding, and although the positive effects might be less for the higher valued trade name, co-branding does non hold any negative effects on it. Motion et Al. ( 2003 ) conducted a research on corporate co-branding and its consequence on corporate trade name equity. The research was conducted by analyzing the sponsorship of rugger squad, All Blacks, by Adidas. The consequence of the survey was that co-branding has a positive consequence on the corporate trade name equity, nevertheless as concluded by other surveies, it is of import that the parent trade names have a common vision and similar trade name values. Besharat ( 2010 ) undertook a survey uniting the schemes of co-branding and trade name extension. A comparing between co-branding and trade name extensions with regard to trade name equity was carried out. The concluding consequence of the survey matched the consequences of many old surveies i.e. the success of a co-branding scheme depends on the bing trade name value of the parent trade names. However, there was no important difference between consumer perceptual experience of co-branded merchandises or trade name extensions. Equally long as the consumers saw a tantrum between the new merchandises and the trade name, they accept the new merchandise positively.

A research was conducted by Thompson and Strutton ( 2012 ) to happen out the effects of co-branding when one of the parent trade name co-brands into a merchandise class where it does non be. However, the analysis showed that such an confederation is non likely to be successful. For a co-branding scheme to be successful, it is of import for consumers to comprehend a high degree of tantrum between the trade names involved. Another determination is that if a low value trade name collaborates with a trade name that is perceived extremely in the eyes of the consumers, the co-branded merchandise is likely to be viewed favorably. Therefore, the trade name tantrum plays an highly of import function in the success or failure of co-branding schemes.

Erevelles et Al. ( 2008 ) conducted a survey on ingredient co-branding in the B2B sector, an country which does non hold much research done. The determination of the research is that ingredient co-branding occurs in B2B sector normally when there is a menace of entry from a more in fiscal matters rich rival. Therefore, trade names get into an ingredient co-branding scheme to barricade out this competition. Besides this, the secondary trade name besides has pecuniary benefits as the ingredient provider provides their constituent at a decreased cost.

Askegaard and Bengtsson ( 2005 ) proposed the importance of cultural significance in co-branding. Compared to the conventional attack to co-branding, their paper provides us with a new position. They suggested that each trade name characterises certain symbolic and cultural significances to the consumers, 1s that may non be seeable to us straight. The cultural significances of the parent trade names have a heavy influence on the significance that the co-branded merchandise represents. However, the readings provided by Askegaard and Bengtsson are far excessively inventive and descriptive. No affair how creatively trade name directors develop cultural significance for a co-branded merchandise, at the terminal it is merely the consumer whose reading of trade name image and significance count.

2.3 Manner

2.3.1 Luxury Fashion

Luxury trade names consist of those merchandises and services which are by and large associated with the flush and the elect category. The luxury manner industry is a planetary multi-billion dollar sector. Hundreds of trade names are a portion of this industry, some of them being Louis Vuitton, Chanel and Prada. Besides being valuable, luxury trade names are some of the most influential in the universe. For luxury goods, branding dramas an highly of import function and is the nucleus competency. This sector places high importance on stigmatization and selling scheme development by the usage of human emotions and psychological science ( Okonkwo, 2007 )

Tynan et Al. ( 2010 ) sought out to turn to the nature of the value of luxury trade names and how value can be co-created. Alternatively of taking the more common managerial position, they took into history the position of the consumer. They developed a theoretical model and researched instance surveies to happen out what types of value consumers look for in luxury branded goods. The consequence was that although a useful value was a must for all luxury goods, it was the hedonic or symbolic value which acted as drivers for the purchase of a luxury good and was seen as the distinguishing factor by the consumers.

Reddy et Al. ( 2009 ) studied the chance of trade name extensions for a luxury trade name. In order to make so, they fashioned a ‘Premium Adgency Grid ‘ , which “ measured the extent to which a peculiar trade name extension matches up to the values embodied by the nucleus trade name ” . The luxury trade names were divided into the four quarter-circles of the grid – Star Brand, Aspiring Star Brand, Waning Star and Dying Star. With the aid of this grid, sellers could mensurate their luxury trade name ‘s trade name adgency and so see enlargement chances and the possible hazards.

A model was created by Moore and Fionda ( 2009 ) exemplifying the assorted dimensions of the luxury trade name to steer its selling in the manner sector. Their theoretical account identified nine cardinal constituents which were deemed of import for the creative activity of a luxury trade name. Each of the nine constituents included sub-categories, which harmonizing to them, must be consistent for the successful creative activity of the trade name. All of these constituents must be managed at the same time for the creative activity and care of a successful luxury manner trade name place. Therefore, the Moore and Fionda theoretical account provinces that the direction of a luxury trade name should be consistent and coherent. However, the instance companies in this research were all British and therefore, the consequences are geographically and culturally narrow. A cross-cultural probe would hold provided a firmer penetration in the selling of luxury manner trade names.

A five-factor theoretical account and trade name luxury graduated table was designed by Vigneron and Johnson ( 2004 ) to supply luxury merchandise sellers with an instrument to mensurate the sum of luxury a certain trade name contains. Harmonizing to Vigneron and Johnson, luxury is contained in trade names in a affair of grade. Some trade names have a really high degree of luxury, while some really low. The brand-luxury graduated table helps mensurate the degree on luxury in a given trade name. The research found that luxury is a multidimensional factor and this can be proved by the five-factor theoretical account. These dimensions can be established and monitored by utilizing the trade name luxury graduated table in order to make a permanent luxury trade name. However, Miller and Mills ( 2012 ) argue that more than anything else, it is the perceptual experience of trade name leading that counts. In order to achieve lucidity on the topic of luxury trade name selling, they developed a conceptual theoretical account – the Brand Luxury Model ( BML ) . This findings of this theoretical account province that trendy, up-to-date and airy trade names and perceived to be more epicurean than trade names that try to be alone, inventive or original. The BML besides showed that consumers perceive a lucifer between themselves and the image of the luxury trade name user ‘s with psychological or symbolic value. This determination is in sync with the research carried out by Liu et Al. ( 2012 )

Liu et Al. ( 2012 ) explored the consequence that the assorted constructs of self-congruity theory have on the consumer. Self congruousness theory was developed by Sirgy ( 1986 ) , which refers to the likelihood of a possible consumer to psychologically compare themselves with other objects and stimulations ( trade names in this instance ) . This theory has been widely used to understand trade name purchase behavior ( Sirgy, 1986 ) . The three constructs studied by Liu et Al. are Brand Personality Congruity, Brand User Imagery Congruity and Brand Usage Imagery Congruity. The relationship of these three types of self-congruity to the client attitude and trueness toward a luxury trade name are studied in this paper. The survey focuses on two trade names – CK and Chanel – to understand the consequence of a possible consumer ‘s ego congruousness in the buying of luxury trade names. The survey found that Brand User Imagery Congruity and Brand Usage Imagery Congruity are much stronger forecasters of attitude and trueness than Brand Personality Congruity in either of the trade names. It was found that the consumer ‘s ain self-image and perceptual experience of a typical user ‘s image every bit good as use imagination play an of import function in a consumer ‘s purchase purpose and attitude towards a trade name. The findings of this survey were similar to the old claims made by Sirgy et Al. ( 1997 ) , Liu et Al. ( 2008 ) and Sotiropoulos ( 2003 ) .

2.3.2 High-Street Manner

High-street manner describes the vesture retail merchants who cater to the mass-market. These retail merchants design and sell apparels which are low-cost and are used for mass-consumption. The trade names either have independent shops, franchises or are a portion of concatenation shops. As the high-street manner market started acquiring crowded with the debut of more and more trade names, competition started running high. In order to battle this competition, many of the high-street trade names started the construct of ‘fast-fashion ‘ . These are trade names like Zara, H & A ; M and Mango who create low-cost, voguish and disposable points to provide to the consumers ‘ demands. Fast-fashion gives brands a competitory border as they turn the latest track designs to chic disposable apparels that the mass-market can afford ( Tungate, 2008 ; Hines and Bruce ; 2001 ) .

Following the success of fast manner, Cachon and Swinney ( 2011 ) developed a modeling model to place the cardinal facets of fast manner i.e. enhanced design and speedy response. The theoretical account showed that fast-fashion has an highly speedy impact on the purchase determination of consumers. Therefore, there are consumers who are rapidly and volitionally buying high-street manner goods. With the patronages of high-street trade names increasing, the survey of the perceptual experience of these trade names became of import. Willems et Al. ( 2012 ) conducted a survey on the feeling consumers form based on another ‘s manner shop backing. The intent of the survey was to happen out if people associate the personality of the trade name with the personality of that trade name ‘s buyer. Backing of luxury every bit good as high-street trade names was studied and it was concluded that non merely does a high ranking trade name like Armani contribute to consumer individuality, but besides a high-street trade name like Zara does the same. Therefore, trade name image direction should be given importance by high-street trade names and non merely high-flying luxury trade names.

Besides traditional luxury manner trade names and high-street manner trade names, a new class of ‘new luxury trade names ‘ surfaced out in the early 90s. Truong et Al. ( 2009 ) provided an empirical grounds of the being of masstige placement schemes for new luxury trade names. The research studied two new luxury trade names. The findings are that both the trade names studied are perceived, by the consumers, to be closer in prestigiousness to the degree of traditional luxury trade names, even though the monetary values of the new luxury trade names are much closer to those of the high-street/fast-fashion trade names. This masstige scheme led the traditional luxury trade names ( and some new luxury trade names ) to organize manner coactions. A survey on the coaction schemes of manner companies was conducted by Chun and Niehm ( 2010 ) . They wanted to place the types of coactions that occur in the dress companies and give an overall statement on the coactions. It was found out that luxury trade names and mass trade names are the two countries where coaction is often performed. Although the two join forcesing trade names tend to hold differences, the overall consequences show that there are more common benefits involved. They besides found out that the product/design was given the most importance in the result of the coaction.

Based on all the literature reviewed it can be seen that there is sufficient work written on co-branding, luxury manner and fast-fashion separately. Not merely that, there are many smaller constructs linked to them that have been exhaustively researched excessively. However, there are non many empirical or theoretical researches conducted on the combination of the three constructs. The consequence of co-branding in manner does non look to be profoundly delved into. Therefore, this thesis aims to bridge that spread and show a relevant survey of co-branding between high street and luxury manner trade names.

3. Research Methodology and Restrictions

3.1 The Methodology

Research for this thesis has been carried out with the aid of the secondary research informations already available. Secondary information is made up of beginnings of informations and other information which is collected by others, normally for an aim other than the job at manus, and is archived in some signifier. The beginnings of secondary information are authorities studies, industry surveies every bit good as text editions and journal articles found in libraries and databases. Secondary research is normally conducted before the beginning of any kind of primary research. Advantages of this research method are that it is a comparatively economical method, being an cheap manner of roll uping informations. This method is besides time-saving and speedy, as frequently the beginnings are found archived in a certain location. Relevant secondary informations can supply new and alone penetrations to the research job at manus. However, there are certain disadvantages to this method every bit good. As most of the secondary research already conducted is for a job different than the 1 at manus, there are issues of truth and relevance that one might confront. The anterior research might non be relevant to the research being conducted or might non be sufficient for it. Primary research might be necessary to derive full penetration on certain issues. There is besides the possibility of the informations being outdated ( Stewart, Kamins, 1992 ; Malhotra, David, 2007 ) .

This thesis has collected and summarised informations which already exists in the industry sing co-branding, particularly in the retail sector. Co-branding has been highly popularised in the last decennary and considerable sum of research has been done on this topic.

3.2 Why Secondary Research?

Co-branding can be analysed either through primary research or secondary research. Ideally, primary research for this survey would do usage of interviews with top directors of high-street manner trade names every bit good as luxury manner trade names and questionnaires distributed among the consumers. However, due to limitations placed on available employees of relevant companies, there has been some trouble to carry on primary research. Unfortunately, senior employees and direction have non been available for an interview.

That would go forth us with the option of taking into history merely the positions and sentiments of the consumers. However, merely carry oning primary research with the consumers would non be sufficient. It would non warrant this survey because this survey investigates the overall demand and consequence of co-branding, taking into history both, the two parties involved, every bit good as the consumer perceptual experience towards the pattern.

In order to non show a half-view thesis, this research survey is wholly based on the recent literature refering co-branding. Since several surveies exist, the available beginnings are deemed to be sufficient. Although there is non much research conducted to the usage of co-branding entirely in the manner industry, considerable research is available on the usage of co-branding in other retail sectors. These conducted researches have rules and theories which can be applied to the manner industry every bit good.

3.3 Secondary Research Data Beginnings

The secondary information for this survey has chiefly sourced from text editions and academic literature based on branding techniques by widely recognized writers like Tom Blackett, Bob Boad, Leslie de Chernatony and David Aaker. These writers are known to be the gurus of stigmatization and trade name direction and have written noteworthy plants on the topics, particularly on co-branding. Other academic text editions based on the basic rules of selling and consumer behaviors have besides been used to look into this thesis. Besides these, text editions refering the manner industry and manner tendencies have besides been looked into.

Besides the usage of text editions and academic literature, web-based articles and publications have besides been sourced out. Marketing diaries, trade name direction diaries, consumer selling diaries and manner diaries are sought and exhaustively read. Databases are loaded with academic articles sing co-branding, trade name confederations and consumer behavior. These articles are of enormous importance to this survey.

When it comes to the manner industry, it is one of the most fast-changing industries out at that place. Not merely manner tendencies, but besides the selling tendencies in this industry are quickly altering every twenty-four hours. Therefore, newspapers and magazines play a really of import function as they are the most recent beginning of information and therefore, they excessively have been utilized.

Another of import section here is the manner blogging community who play a really of import function in the influence of manner on the mass market. Not merely do the consumers consider them influential, but so make the manner brands themselves. Therefore, the sentiment of manner bloggers is imperative to be considered. These manner web logs have besides been read and reviewed in order to back up the academic and industrial research.

3.4 Restrictions

As mentioned above, this thesis does non roll up any signifier of primary informations. This survey does non take into history the direct positions and sentiments of manner trade names and their consumers, but bases the analysis and findings on the secondary research that has already been conducted in this survey ‘s field. Therefore, the thesis does non travel into every bit much of the inside informations of co-branding in the manner industry as the writer would hold liked, particularly when describing the perceptual experience of consumers towards this pattern. However, in malice of these restrictions, this thesis has tried to give an accurate history of the proposed research aim.

To reason, all of the findings and consequences from the above mentioned beginnings have been carefully analysed to come to a meaningful and consistent decision on the influence and credence of co-branding in the manner industry. The findings of this research can supply an penetration into the lifting popularity of retail co-branding and more significantly, whether or non it is best suited for the manner industry every bit good. This survey is an mentality into the phenomenon of manner co-branding which is quickly gaining popularity. However, the research result is in no manner meant to be unequivocal as it has taken into consideration merely secondary research beginnings due to non-availability and deadness of the senior employees of the relevant industries.

4. H & A ; M and Co-Branding

This subdivision is an analysis of the research aims based on the illustration of H & A ; M co-branding with assorted luxury trade names. The analysis is conducted by the usage of secondary research beginnings, most of which are discussed in the literature reappraisal. Textbooks, diary articles, theses, newspaper articles and magazine articles have been analysed in order to show the research findings.

4.1 H & A ; M ‘s Co-Branding History

Since 2004 H & A ; M has had an one-year tradition of join forcesing with invitee interior decorators to make limited edition aggregations for the Swedish retail trade name. These guest interior decorators are some of the biggest names in luxury manner, known for their expertness in haute couture, daring and pret-a-porter designs.http: //www.thestylecolumnblog.com/wp-content/uploads/2011/12/smhm.jpeghttp: //www.thestylecolumnblog.com/wp-content/uploads/2011/12/karl-lagerfeld1.jpg

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Figure 1: ( Clockwise ) Karl Lagerfeld, Stella McCartney, Lanvin and Matthew Williamson for H & A ; M ( The Style Column, 2011 )

H & A ; M ‘s first coaction was with German manner interior decorator and originative manager for Chanel and Fendi, Karl Lagerfeld, for H & A ; M ‘s fall 2004 season. The aggregation, called ‘Karl Lagerfeld for H & A ; M ‘ consisted of 30 pieces designed by Karl Lagerfeld and was reported to be sold out within half a twenty-four hours of release all over USA and Europe ( H & A ; M, 2004 ; WWD 2004 ) . The following coaction was in 2005 with English interior decorator, Stella McCartney. Called ‘Stella McCartney for H & A ; M ‘ , the 40 piece erstwhile aggregation was designed entirely for adult females ‘s wear and released in merely 400 H & A ; M shops around the Earth. The designs were based on old aggregations by Stella McCartney ( H & A ; M, 2005a ; H & A ; M, 2005b ) .

Dutch couple, Viktor & A ; Rolf, was the 3rd to come into coaction with H & A ; M for their fall 2006 aggregation. The aggregation was called ‘Struck by Love ‘ and was made up of 35 pieces for adult females ‘s wear, including a nuptials frock, and 25 pieces for work forces ‘s wear ( H & A ; M, 2006a ; H & A ; M, 2006b ) . The 4th coaction H & A ; M partook in was with Roberto Cavalli, Italian luxury manner giant. ‘Roberto Cavalli at H & A ; M ‘ was a 20 pieces work forces ‘s wear and 25 pieces adult females ‘s wear party aggregation having Cavalli ‘s signature carnal prints. Like the old invitee interior decorator aggregations, this aggregation excessively was limited edition and sold in merely 200 shops ( H & A ; M, 2007a ; H & A ; M 2007b ) . The following coaction was in 2008 with Nipponese manner label Comme de Garcons. The label ‘s caput interior decorator, Rei Kawakubo, designed an sole aggregation for H & A ; M having adult females ‘s wear, work forces ‘s wear, kids ‘s wear and accoutrements. This coaction besides marked the gap of H & A ; M ‘s first shop in Tokyo, Japan ( H & A ; M, 2008a ; H & A ; M, 2008b ) .

Sing the successful consumer response, from 2009 onwards H & A ; M decided to undergo a coaction undertaking twice in a twelvemonth. The first coaction that twelvemonth was with English interior decorator, Matthew Williamson. Matthew Williamson designed non one, but two aggregations – one for spring and the other for summer which were released individually ( H & A ; M, 2009a ) . The 2nd coaction that twelvemonth was with London based couture shoe interior decorator, Jimmy Choo. An sole aggregation of insouciant to party places, bags and accoutrements for both adult females and work forces was released in fall 2009 in a limited figure of H & A ; M shops ( H & A ; M, 2009b ) . The terminal of 2009 besides saw H & A ; M join forcesing with Gallic interior decorator, Sonia Rykiel. A foremost of its sort, a intimate apparel and related accoutrements aggregation was released for Christmas 2009. Not merely was this aggregation available at H & A ; M shops, but besides at Sonia Rykiel boutiques around the universe. Sonia Rykiel besides designed a knit-wear aggregation for H & A ; M for spring 2010 ( H & A ; M, 2009c ) .

Fall 2010 saw the coaction between H & A ; M and Gallic design house, Lanvin. Lanvin ‘s artistic manager, Alber Elbaz had in the yesteryear stated that he would ne’er make a mass-market aggregation ; nevertheless he was intrigued by the construct of H & A ; M making luxury manner ( H & A ; M, 2010 ) . Another expansive coaction was seen in 2011, when Versace created a limited edition fall aggregation for H & A ; M. The aggregation was designed by Versace ‘s originative manager, Donatella Versace. The pieces were reminiscences of Versace ‘s old plants ( H & A ; M, 2011a ) . Italian interior decorator trade name, Marni was seen to be join forcesing with H & A ; M for spring 2012. A aggregation characteristic Marni ‘s signature prints and pieces was design by the label ‘s laminitis, Consuelo Castoglion. The aggregation was for both, adult females ‘s wear every bit good as work forces ‘s wear ( H & A ; M, 2011b ) . The latest coaction that H & A ; M has undergone is with Gallic design house, Maison Martin Margiela. The sole aggregation is touted to be released in autumn/winter 2012 and will have vesture and accoutrements for adult females and work forces ( H & A ; M, 2012b ) .

Based on H & A ; M ‘s co-branding history, inquiries arise as to why luxury trade names choose to co-brand with a high-street retail trade name like H & A ; M? What are the effects of such coactions and how to the consumers perceive them? Is this a successful stigmatization scheme? Answers to these inquiries will be discussed in the undermentioned sub-sections.

4.2 Motive for Co-Branding

Before measuring any other inquiry, it is of import to understand why H & A ; M undertook a co-branding scheme and besides, why do luxury trade names maintain coming to H & A ; M to co-brand?

Harmonizing to the four types of co-branding provided by Nunes et Al. ( 2003 ) , the type that fits H & A ; M ‘s co-branding scheme best is value concatenation co-branding. As explained by Nunes et al. , value concatenation co-branding occurs when the parent brands come together to offer an wholly new experience to the consumer. This type of co-branding normally occurs to bring forth a new degree of client value every bit good as distinction. Today ‘s consumers are non satisfied sitting in the manner sector ( luxury or mass manner ) that they have been allotted. A displacement has been seen in consumer penchant where the same consumer who would be willing to blast out 1000s of lbs for a Chanel bag would non mind buying a ?30 Topshop frock to travel with it.

Feeling this displacement in consumer manner, H & A ; M and Karl Lagerfeld decided to offer a merchandise which has both, the design and trade name name of a luxury trade name every bit good as the affordability of a high-street trade name. Thus, luxury trade names could demo that they excessively could provide to a mass audience, pulling a new client base in the long tally, and H & A ; M could do an image transportation from merely another fast-fashion trade name to a quality ‘massluxe ‘ trade name ( Tungate, 2008 ) .

As reported by Melanie Rickey ( 2004 ) , the latest figures showed that there was a decrease in the net income generated by luxury trade names ; nevertheless high-street trade names were basking a leap in net income by at least 10 % . The post-9/11 economic crisis saw luxury trade name consumers fastening their pockets and looking for more economical options. Besides high-street trade names were naming their ain squads of in-house interior decorators who were bring forthing track designs and quality merchandises. Consumers still desired luxury goods, but if a high-street trade name was offering something particular and of good quality at the right monetary value, consumers started seeing more sense in buying a quality high-street garment than an extortionately priced luxury garment.

While luxury trade names were confronting competition from high-street trade names, high-street trade names had started confronting competition from ‘value mercantile establishments ‘ like TK Maxx and Primark and the emerging supermarket manner trade names. The supermarket manner trade names are available at an highly inexpensive monetary value and are easy crawling towards the manners and designs offered by high-street trade names. Asda ‘s trade name, George, and Tesco ‘s Cherokee and Florence & A ; Fred had begun selling more apparels than even Marks & A ; Spencers ( Tungate, 2008 ) . Therefore, it became necessary for high-street trade names to distinguish their image from these ‘value for money ‘ supermarket manner trade names.

As a consequence of this scenario, it became necessary for both, high-street trade names and luxury trade names to accommodate a new selling scheme. This led to H & A ; M reaching Karl Lagerfeld with an offer to plan an sole limited-edition line of vesture for H & A ; M. The aggregation was a shattering success and was sold out globally within hours. Not merely did this coaction give H & A ; M an added advantage compared to other high-street trade names, but besides begun the transmutation of H & A ; M ‘s trade name image. For Karl Lagerfeld the advantages were of exposing his trade name and pass oning to a sector of the audience he had ne’er explored earlier. The benefit for both the trade names was the sharing of production and publicity costs every bit good as the promotion this short-run co-branding confederation brought with it ( Blackett and Boad, 1999 ) .

Sing the consumer response and promotion that the ‘Karl Lagerfeld for H & A ; M ‘ coaction created, shortly other luxury trade names that H & A ; M approached were thirstily acquiring into co-branding schemes with the Swedish retail giant. Their coactions with H & A ; M were short-run and for a one-off aggregation. Therefore, the luxury trade names did non hold to wholly widen downwards towards a masstige scheme, but could aim a new consumer group at the same clip. This helped in spread outing their client base every bit good as increasing visibleness and consciousness ( Ginman et al. , 2010 ) .

4.3 Consumer Response and Perception towards the Co-Branding

Both, H & A ; M every bit good as the luxury trade names, are seeking to spread out their client base every bit good as satisfy the demanding demands of the mass consumer for a new experience. However, what truly are the perceptual experiences of the consumers towards the pattern of H & A ; M co-branding with assorted luxury trade names?

Several surveies conducted on trade name confederations and their spillover effects can be applied to the illustration of H & A ; M and co-branding. One of the first surveies conducted by Simonin and Ruth ( 1998 ) stated that trade name confederations decidedly have spillover effects on the trade name attitudes of the consumers. Therefore, it is highly of import for the parent trade names to hold a good tantrum. Baumgarth ( 2004 ) expanded Simonin and Ruth ‘s survey and the research revealed that non merely consumer ‘s perceptual experience to the trade name tantrum, but besides the consumer ‘s anterior attitude towards both the trade names involved should be taken into consideration. Another thing to maintain in head is the consumer ‘s perceptual experiences of the personalities of both the trade names involved. If consumers see a tantrum in the trade name personalities of the parent trade names, the co-branded merchandise is likely to be success ( James et al, 2006 ) .

Taking these surveies in head, it is of import that the consumers see a lucifer between the trade name tantrum and trade name personality of H & A ; M and the collaborating luxury trade names. It is besides of import to see what bing attitude the consumers have towards both, H & A ; M and the luxury trade names. If the parent trade names have a common strategic intent and clear synchronism towards the co-branded merchandise, the mark audience perceives the merchandise with a positive mentality. Equally long as the mark audience sees the convergence of the trade name messages and joint benefit, the reaction is favorable towards to the merchandise ( Okonkwo, 2007 ) .

H & A ; M ‘s coaction with the luxury trade name interior decorators are non merely limited edition and one-off aggregations, but besides they are available in merely a limited figure of H & A ; M shops around the universe. This increases the exclusivity of the ‘for H & A ; M ‘ interior decorator aggregations. In a research conducted by Wettergren ( 2010 ) it was found that H & A ; M ‘s regular clients see this one-year coaction as a annual dainty and look frontward to it every twelvemonth. Multitudes of people have been reported to line up outside H & A ; M shops hours before they open on the twenty-four hours the aggregations are released. Almost all of the aggregations are known to be sold-out within hours of release. Thus, some consumers complain that these aggregations are non really accessible and many of them can non acquire their custodies on even one point. However, a research conducted by Ginman et Al. ( 2010 ) argues that non all consumers see this coaction in a good visible radiation. Some consumers who prefer luxury trade names to high-street opine that by providing to the mass audience, luxury trade names are going more accessible which in bends makes them less sole.

As reported in The Daily Mail, the latest two coactions of H & A ; M with Versace and Marni severally saw a craze of shoppers all around the universe teeming into shops. Peoples are known to do mass purchases and so sell the limited edition apparels on ebay.com at a much, much higher monetary value. In order to halt this pattern, H & A ; M released a regulation that merely one point of a certain design can be bought by one client. Hundreds of people queue outside H & A ; M shops every bit early as the dark before of the launch. In order to manage such a immense crowd of people, they are divided into groups and are given a ten-minute clip slot per group to store. Even with these direction techniques, the ‘Versace for H & A ; M ‘ aggregation was sold out in level 30 proceedingss. The ‘Marni for H & A ; M ‘ aggregation turned out to be H & A ; M ‘s most successful coaction undertaking. When asked some of the shoppers why they have been line uping since the dark before when the aggregations are sold online on H & A ; M ‘s web site every bit good, the response was that in the past, as 1000s attempt to log on and store, the web site had wholly crashed down and by the clip it was up, everything was sold out at that place every bit good ( Arthurs, 2011 ; Arthurs, 2012 ) .

Therefore, looking at the above illustration it is safe to state that the consumers are attracted towards to one-year coaction scheme of H & A ; M. A tantrum is likely to be seen between H & A ; M and the luxury trade name it chooses to co-brand with for consumers to travel perfectly ballistic each twelvemonth for the limited edition aggregations, at least when it comes to the mass consumers. In the research conducted by Ginman et Al. ( 2010 ) it was found that excluding a few, most of the luxury trade name users excessively saw the these coactions favorably. The logical thinking was that the luxury trade names are non widening into the mass market for good, but simply planing a erstwhile aggregation for H & A ; M. The luxury trade name interior decorators were merely giving their touch to the garments designed for H & A ; M and non making a wholly new entity. Therefore, like Alber Elbaz said, it was more of H & A ; M making luxury than Lanvin making mass market ( H & A ; M, 2010 ) .

4.4 Effectss of the Co-Branding

In the old subdivision it was seen that the consumers ‘ response and perceptual experience towards H & A ; M ‘s co-branding scheme with luxury trade names is majorly seen to be positive and welcoming. However, one must look into the overall effects this scheme had on H & A ; M and the luxury manner trade names, taking the trade name into position.

Many mass consumers were non cognizant of most luxury trade names until they started join forcesing with high-street trade names. It was merely when they read a name before ‘for H & A ; M ‘ that many of the mass consumers learn the being of that luxury trade name. This has been proved in Ginman et Al. ‘s ( 2010 ) and Wettergren ‘s ( 2010 ) research. When asked about the consciousness of certain luxury trade names, it was found that the least consciousness was shown in the consumers who shopped at the mass market merely. They merely recognised the trade names if they had antecedently collaborated with H & A ; M. Thus, by join forcesing with H & A ; M, the luxury trade names increased their trade name visibleness every bit good as consciousness. Most of the luxury trade names have partaken in trade name extensions. Even if the mass consumer can non afford to purchase a garment from these luxury trade names, they can salvage up to afford something from the cosmetics or accoutrements extensions of the luxury trade names.

Next, the consequence of co-branding on the trade name equity of H & A ; M and the luxury trade names is looked into. Luxury trade names are by and large seen to hold higher equity than the equity possessed by H & A ; M. However, there is no decrease in the trade name equity of the luxury trade names by being paired with H & A ; M. This has been proved in the old subdivision where it was found out that consumer perceptual experience of luxury trade names does non acquire affected as the coaction with H & A ; M is merely one-off. In fact, co-branding is a win-win state of affairs for both the trade names involved. Harmonizing to Washburn et Al. ( 2000 ) in co-branding it is ever the trade name which has the lower ( relatively ) equity that benefits the most by being paired with a high equity trade name. Therefore, H & A ; M enjoys the position of being in coaction with assorted luxury trade names, which leads to an addition in overall trade name equity. At the same clip, the luxury trade names retain the position and equity that they ever possessed. Co-branding is besides seen to hold an consequence on the corporate trade name of H & A ; M and the luxury trade names. In a survey by Motion et Al. ( 2003 ) , it was proved that by join forcesing with a trade name valued and respected by the consumers, there can be a rise in the corporate trade name equity every bit good.

With the addition in trade name consciousness and trade name equity, non merely was there an consequence on the trade names themselves, but besides their consumers. Since high-street trade names like H & A ; M started coming into the spotlight, consumers started doing perceptual experiences about H & A ; M ‘s clients. Depending on the trade name backing, perceptual experiences are made about the client. Therefore, co-branding with luxury trade names has led to necessitate for extra attending and importance towards trade name direction for H & A ; M ( Willems et al. , 2012 ) . Besides, based on the Self congruousness theories by Sirgy ( 1986 ) and Liu et Al. ( 2012 ) , trade name direction after a co-branding scheme becomes even more of import. Self congruousness is when a consumer psychologically compares themselves to trade names. Since the ‘for H & A ; M ‘ merchandises are non wholly the luxury trade names ‘ or H & A ; M ‘s, when ego congruousness occurs for the co-branded merchandise, the comparing might reassign to the parent trade names i.e H & A ; M and the luxury trade name. Therefore, H & A ; M every bit good as the luxury trade names must work hard to keep and/or better their trade name image consequently.

After old ages of co-branding with assorted luxury trade names, H & A ; M is now rumoured to be establishing its ain luxury label ‘ & amp ; Other Stories ‘ in a concatenation of luxury shops owned by them. With the success of co-branding, H & A ; M realised the consumers ‘ increasing demand for massluxe merchandises. Besides, by their changeless coaction with luxury trade names, H & A ; M are able to distinguish themselves from other high-street trade names and have easy transferred their trade name image from merely another high-street to a