Luxury Brands Cross Industry Lines for Loyalty Collaborations
Skift Take
The success of this, and all brand partnerships, is dependent on a synergistic approach to luxury whether that be sleek and understated or bold and brash. We expect to see more cross-industry partnerships emerge as brands wrestle for the attention and trust of the new luxury consumer.
The luxury space was once firmly separated into its different camps: Watches and perfume on one side, luxury safaris through Nairobi on the other. Those silos are breaking down, as we often cover at Skift, and luxury brands are reaching outside their sector in search of brands with a similar ideology and affluent customer base.
Being seen in the same room, or more likely same Instagram post, can simultaneously give a legacy brand a boost in its cool factor or add legitimacy for a new player.
An interesting partnership we recently came across is that between Audi's relatively new loyalty program Audi Preferred Benefits and premium luggage company Arlo Skye. Both are just one year old, and their collaboration lends something to ea
