Brand Cooperation as a Marketing Tool for International Luxury Fashion brands to Attract Generation Z
- The subject of this bachelor thesis is the increasing number of brand cooperations in the luxury fashion industry with the simultaneous increase in Generation Z customers. This thesis aims to discover why and to what extent luxury fashion companies must adapt their marketing measures to reach this new generation of luxury buyers. In ad- dition, the question is to be answered whether brand cooperation can be used as an ideal marketing instrument to address Generation Z. To be able to answer these ques- tions detailed literature research will first be conducted to subsequently confirm, refute or supplement the findings by conducting a qualitative study in the form of expert interviews.