How does co-branding between luxury fashion brands and sportswear brands influence the purchase intention of Gen Z?

Abstract

In the context of a competitive and rapidly evolving fashion industry, co-branding between luxury fashion and sportswear brands has emerged as a strategic method of leveraging distinct brand equities and appealing to diverse consumer bases. This study investigates the influence of such co-brandings on the purchase intentions of Generation Z (Gen Z), a consumer cohort characterized by their digital fluency, emphasis on authenticity, preference for innovative designs, and strong alignment with their personal and aspirational identities. The study employed a combination of qualitative and quantitative methods. Semi-structured interviews with Gen Z consumers, industry professionals, and a brand manager provided in depth qualitative insights, while a survey targeting Gen Z consumers offered quantitative data by examining key variables and their influence on purchase intention. The study’s results demonstrate that product design and brand fit have a significant impact on the purchase intention of Gen Z consumers, while product quality and product innovation show interrelated influences moderated by gender differences, as males indicated a higher appreciation for product innovation. Authenticity was identified as a critical factor, particularly among participants with a high level of familiarity with co-branding, underscoring the importance of partnerships perceived as genuine rather than profit-driven. Younger Gen Z participants place greater emphasis on product exclusivity and value for money, thus highlighting the presence of nuanced preferences within the demographic. While brand reputation has been shown to have a significant impact on purchase intention, environmental and social sustainability efforts are secondary considerations for most Gen Z consumers.

Date of Award	31 Jan 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Miguel Torres Tavares (Supervisor)