Brand Cross-Border Co-Branding Breakthrough: Taking Supreme and Louis Vuitton as Examples of Brand Breakthrough Research

Abstract

This report studies the case of brand co-branding cooperation between the supreme brand and the luxury brand (Louis Vuitton), and explores how the cross-border co-branding cooperation between the two can help niche brands achieve "breaking the circle". The significance of the research is that it provides a reference for brand management, especially in terms of brand culture shaping. In 2017, supreme co-branded with Louis Vuitton. The research report adopted the methods of content analysis and case analysis. From the three perspectives of brand story, product design and topic, it conducts an overall analysis of relevant media reports and social discussions, while analyzing co-branded products and phase. The research results show that the cultural conflicts and topic creation in the co-branding will not only trigger different attitudes and discussions between supreme and Louis Vuitton consumer groups, but also increase the exposure of supreme in the mainstream fashion circle. In particular, the media's reports on conflict elements and consumers' interactions on social media have become important factors in promoting niche brands to break the circle. The research conclusion shows that through the cross-border co-branding strategy, niche brands can use the resources and symbols of luxury brands to boost their brand image, while triggering social topics and enhancing brand influence. This study provides a new basis for the brand co-branding strategy and its impact on consumer culture.