THE COLLABORATION ECONOMY IN LUXURY

Collaborations are working: nearly half of wealthy consumers bought one in the past year.

What makes luxury brand collaborations resonate with affluent and HNW consumers?

Altiant research finds affluent/HNW consumers overwhelmingly receptive to luxury collaborations, but creativity, exclusivity and authenticity matter far more than influencer involvement. The Collaboration Economy in Luxury explores not only whether wealthy consumers embrace collaborations, but what makes them work, what they do for brand perception and where consumers want luxury brands to collaborate next.

  • 300 affluent/HNW individuals across UK, US & France (n=100 per market)

  • Median investible assets of just over US$1.6m, with more than half qualifying as HNWIs.

INSIDE THE REPORT

KEY FINDINGS

• Collaborations can make brands feel more contemporary - not less luxurious

Some 68% agree that collaborations make brands appear more modern and innovative, while 59% enjoy discovering new brands through collaborations and 66% say a cross-category collaboration could encourage them to try a brand they had not previously purchased. 33% believe collaborations dilute brand image.

• Hotels emerge as the most attractive collaboration territory

Hotels and branded rooms lead consumer interest at 54%, ahead of food & drink and furniture/home furnishings (both 40%), consumer technology (37%) and art/collectibles (36%).

• The winning formula: creativity + exclusivity + uniqueness + authenticity

Among consumers able to recall a collaboration they liked, these four characteristics were the strongest drivers of positive response, each selected by around half of respondents.

• Social media dominates discovery - but isn’t the whole story

Some 67% usually discover collaborations through social media, followed by brands’ own websites (48%), in-store discovery (46%), online media (45%) and word of mouth (42%).

ABOUT ALTIANT

altiant specialises in quantitative research and fieldwork across 15+ countries, exclusively serving the luxury and wealth management sectors.

Through our deep online research expertise, sophisticated tools and a highly validated proprietary panel of affluent and high-net-worth individuals (HNWI), we turn your marketing and commercial questions into actionable insights - quickly and accurately.

  • Trusted by the leading global wealth and luxury brands and best-in-class research agencies

  • Reliable data helping research, insights and marketing teams make better-informed decisions

  • LuxuryOpinions®: our proprietary, highly validated panel of affluent and high-net-worth individuals

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