A few decades back luxury brands were reluctant to partner with fast-fashion retailers for fear of damaging their brand image. This is no longer true as consumer attitudes towards fashion shifted and new financial incentives have emerged.
It was in 2007, the luxury fashion label Proenza Schouler leaped into the fast-fashion world with a collaboration with Target. The collaboration proved to be a massive success, with many of the pieces selling out within hours of their release.
Similarly, Karl Lagerfeld collaborated with Amazon Fashion and released a collection featuring items such as graphic tees, sports shorts, and footwear, priced between $40 and $476. Fast fashion retailer H&M, has also been leading the charge in collaborating with luxury brands to create affordable and stylish collections. In recent years, they have partnered with high-end designers such as Versace, Balmain, and Moschino.
Mugler is the latest collaboration with H&M. Talks with Mugler reportedly started before the unfortunate passing of Manfred Thierry Mugler in January 2022. Through the collection, the duo is looking to fuse Mugler’s past, present, and future by featuring various classics and signature pieces.
It is truly an honor to collaborate with H & M, said a director of Mugler. The collection is a celebration of everything that defines Mugler as a house and each piece is authentic Mugler, from the bodysuits, which have become a signature of ours, to the sharp tailoring and worked denim.
The transformation in consumers’ perceptions of fashion is a crucial element that propels the “high-low” fashion game. Moreover, customers are expressing more openly their hesitation to splurge colossal amounts on luxury fashion when comparable designs are offered at a fraction of the cost by fast fashion retailers.
Luxury brands moreover, discover fresh economic benefits in partnering with fast fashion retailers as the fashion market becomes increasingly cut-throat and luxury brands feel the need to stay pertinent and lucrative. Collaborating with fast-fashion retailers enables them to expand their reach to a larger audience and access new markets.
According to PYMNTS data, consumers have been cutting back on non-essential items, causing discretionary retailers to feel the impact.
With over 180 million views on TikTok alone, the hashtag #lululemondupe has gained significant traction to date. Lululemon has recognized this as an opportunity to reshape the narrative by offering customers an authentic product experience.
In early May the athleisure brand hosted a dupe swap event at the Century City Mall in Los Angeles. The event targeted dupe enthusiasts, encouraging them to exchange their counterfeit products for a pair of black “Align High Rise Pant 25,” a staple item in Lululemon’s collection since 2015. Additionally, Lululemon partnered with a textile recycling company to ensure that the swapped counterfeit pants are not disposed of in the trash.
Luxury brands collaborating with fast fashion retailers
