Industry Update
External Article25 January 2019

Luxury Brands Are Making Unconventional Partnerships the Next Big Thing

Convergence, collaboration, partnership. By whatever name you call the phenomenon, expect to see more luxury travel companies taking the tack of expanding their appeal through teaming up with brands their customers likely fancy.

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Collaborations and partnerships between high-end travel brands and their cousins in sectors ranging from fashion to food to automotive have been increasing in recent years.

But in 2019, such collaborations will likely become commonplace, as luxury companies seek to align with others of their ilk in order to extend their reach and increase brand awareness.

"I think we are going to see a lot more of it. After all, collaboration to survive is really important. Certain species need other species to survive. When you have a common understanding of luxury and heritage, it makes sense to partner [with companies] that believe the same things," said Marek Reichman, executive vice president and chief creative officer at Aston Martin Lagonda.

The boundaries are blurring within the world of creativity. It's about combining the creative thinking of successful brands, so that one and one is making three."

Read the full article at skift Inc.