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1. Avant-Garde for the Masses - A Study of Consumer Perception of Avant-Gardist Designer Brands after Collaborating with Mainstream Fashion
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : The use of intra-industrial co-branding within fashion has increased dramatically over the last decades, with a wide range of partner combinations including even avant-garde fashion designers. These brands are often licensing collaborations with mainstream mass-market brands, but with uncertain effects for their brands. READ MORE
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