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London Managing Partner Carol Osborne authored an article in Drapers on May 10 examining the trend of luxury and fashion brands entering into joint ventures to expand their global reach. While the concept of a joint venture as a mechanism to extend a brand’s global reach is well-established, Osborne said the fashion industry has added its own twist. “What is new about the latest retail joint ventures is the pairing of high street with luxury brands,” she wrote. “H&M has been very successful in partnering with high fashion labels such as Alexander Wang, Jimmy Choo and Versace in a bid to bring luxury into its high street stores: long queues of young customers at every launch event are a testament to the success of the strategy.” Click here to read the full article, first published in Drapers.

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