Skift Take
European car pick ups have been a thing for decades now, but BMW's move to add B&R to the mix is an additional selling point for the right kind of traveler.
Brand collaborations are an increasingly popular way to supercharge consumer reach. According to U.K.-based WGSN, a global trend forecaster, 78 percent of luxury brands surveyed plan to collaborate by 2020. In its study, How to Attract the Luxury Consumer in 2020, WGSN notes that "whether it's for content distribution or the creation of a co-branded product, brands are looking for new ways to differentiate and re-position sales strategies."
The report notes advantages to teaming up include opening wider sales channels, creating newness and exclusivity, and driving international growth. "Collaborations, of course, are not a new currency for brands," according to the study. "But to stand out, the best luxury names
