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prada infusion de fleur d oranger partnering with other luxury brands who, while they don't compete, share the same wealthy audience.Is it Strategic Alliances or Fusion Marketing?Call it what you will, fusing the marketing efforts of two, non competitive companies it is the most inexpensive, yet effective form of marketing, that while totally underused, generates the most rewards: mutual profits. Best in class companies, working together, sharing expenses and manpower build brand equity, increase their customer base and deliver on their promise of quality service. While their customer database is a valuable asset for any company and would never be shared outright, partnering on a project by linking both their names on a marketing piece for promotion is smart business. It's also a great way to infiltrate a different marketplace to generate new business.Partnering to Control Secondary MarketsLuxury companies often, and unhappily, see their high end merchandise being auctioned off on sites like e Bay, and they can't stop it. Gucci is one luxury retailer who has taken matters into their own hands by partnering with Christie's an auction house specializing in fine art to provide a service that gives owners of vintage Gucci handbags and luggage the opportunity to have their items appraised. After the collector has her piece appraised, she'll be notified if the piece is suitable for an upcoming Christie's vintage sale. The beauty of this partnership for Gucci is that they are controlling their secondary market, while Christie is gaining vintage pieces directly from the owner. Luxury companies willing to recenter their brand positioning and partner with other like minded, prestige brands will continue to create passion, desire and a new customer experience for their jet setting clientele. Not to mention that profits will start to tick upward.For more indepth reading about brand management in the luxury industry check out: Branding Strategies That Keep Luxury Brands Competitive, Can Twitter Improve Brand Loyalty for the Luxury Industry?, Luxury Brands Use CRM to Sell Smarter and Should Luxury Brands Use Facebook to Attract Wealthy Friends?.Luxury Brands For The MassesCoco Chanel once said that luxury was