Masstige in the world of fashion: Implications and consequences for luxury brands

Against a backdrop of the democratisation and 'mass marketisation' of luxury, luxury brands are turning to new marketing strategies to reach a wider audience. Masstige campaigns - collaborations between a prestige brand and a mass-market brand - are increasingly appealing to renowned brands. For several years now, these partnerships have been very popular and have attracted a great deal of attention. These unique and short-lived alliances follow one another in quick succession, giving the general public access to luxury... But whilst mass-market retailers see a genuine strategic and commercial benefit in this, what about these elite brands that are supposed to remain exclusive? An exploratory qualitative study was conducted among experts and consumers to decipher and analyse this phenomenon. The aim is to understand the interests and challenges it represents for prestigious brands, but also to gauge consumers' feelings about these collaborations.