Luxury Brands Find Their Sea Legs 23/9/10

It seems that luxury brands are attempting to anchor in the super yacht market. Two worlds collide as Fashion goes nautical- and if you think we mean stripes and boaters, we don’t. Its an unusual collaboration, but one that is certainly intriguing.

Last year, Hermes and Wally co-created WHY (Wally Hermes yachts), a joint venture that, naturally, inspired a brand of luxury the world has never seen. Wally founder Luca Bassani Antivari, launched a $170 m AUD triangular yacht last year, co-designed, to be seaworthy and unrivalled in elegance. This month, Gucci partnered with PPR and last year, Armani and Ralph Lauren with Feadship.

These kinds of collaborations are much more than a race to the top. Beyond trying to out-do one another, the brands are strategically aligned to maximise their appeal to a very elite group of consumers. It’s a symbiotic relationship, whereby two brands combine their power to create a super brand! Gucci becomes more lifestyle, and PPR becomes more chic- are there any losers in this situation?

Image credit: insidelux.com

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