Abstract
"This paper examines the impact of luxury brand collaborations and their impact on the preservation of their heritage. Brand collaborations have recently become a sensation in the luxury world through achieving creative concepts to reach new audiences. As a result, they have gained interest within the academic sphere. First, the paper aims to provide insight into the multiple forms collaborations. It then examines the advantages and disadvantages of those collaborations and their potential impact on brands’ heritage. Often studied separately, the paper connects hereby cases of modern marketing efforts and the preservation of a brand’s heritage, identity, history, and know-how. Guardians of traditions and histories, the paper wishes to address how luxury houses anchor themselves in modernity by embracing collaborations. These collaborations contain risks, but key success factors of brand collaborations are made available. The study uses semi-structured interviews with luxury professionals and luxury consumers to bring fresh practical insights into brand collaborations."