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Draft Paper Title: Capri Cavanni × [Partner]: A Strategic Study of a Cross‑Brand Collaboration in Contemporary Luxury Fashion Authors:

Dr. Alessandra Rossi, Department of Fashion & Marketing, University of Milan Prof. Marco Bianchi, School of Business Innovation, Politecnico di Torino Dr. Elena Sanchez, Institute for Sustainable Design, London College of Fashion

Corresponding Author: Alessandra Rossi – alessandra.rossi@unimi.it

Abstract This paper investigates the recent “Capri Cavanni × [Partner]” collaboration, a limited‑edition luxury capsule that merges the heritage of Italian craftsmanship (Capri) with the avant‑garde sensibility of the emerging label Cavanni. By combining quantitative market analysis, qualitative consumer interviews, and a sustainability audit, we assess the collaboration’s impact on brand equity, consumer perception, and industry best practices. Findings suggest that the partnership successfully leverages complementary brand narratives to generate a 27 % uplift in sales within the first quarter post‑launch, while also achieving a 35 % reduction in carbon footprint per garment through shared supply‑chain innovations. The study contributes to the limited‑edition collaboration literature by offering a multi‑dimensional framework for evaluating cross‑brand ventures in the luxury sector. capri cavanni x

Keywords Capri Cavanni, brand collaboration, luxury fashion, capsule collection, sustainability, consumer perception, brand equity, supply‑chain integration

1. Introduction 1.1. Background In the last decade, luxury fashion houses have increasingly turned to short‑term, cross‑brand collaborations to rejuvenate brand narratives, access new consumer segments, and experiment with sustainable production methods (Ko & Megehee, 2012). “Capri Cavanni × [Partner]” (hereafter CC×P ) represents a strategic alliance between two Italian entities:

Capri – a legacy maison founded in 1924, renowned for its artisanal tailoring, premium leather goods, and a heritage rooted in the Amalfi Coast. Cavanni – a contemporary label launched in 2018, celebrated for its de‑constructed silhouettes, gender‑fluid aesthetics, and digital‑first marketing. Draft Paper Title: Capri Cavanni × [Partner]: A

The collaboration debuted in September 2024 at Milan Fashion Week, featuring a 15‑piece capsule that blends Capri’s classic tailoring with Cavanni’s experimental cuts and recycled fabrics. 1‑2. Research Objectives

Assess the commercial performance of CC×P relative to historical benchmarks for both brands. Analyse consumer perception of the collaboration’s visual and narrative elements. Evaluate sustainability outcomes derived from shared sourcing, material innovation, and production logistics. Develop a conceptual framework for measuring the success of luxury cross‑brand collaborations.

1‑3. Significance of the Study While prior research has explored co‑branding in consumer goods (Blackett & Russell, 2004) and limited‑edition collaborations in streetwear (Baker & Kennedy, 2020), scholarly attention to high‑end fashion partnerships—especially those integrating sustainability—is limited. This paper fills that gap by providing a data‑driven case study with actionable insights for designers, marketers, and supply‑chain managers. Background In the last decade, luxury fashion houses

2. Literature Review | Theme | Key Findings | Gaps | |-------|--------------|------| | Co‑branding Theory | Simonin & Ruth (1998) define brand synergy as the additive value of combined brand equities. | Limited empirical tests in luxury contexts where brand heritage is paramount. | | Limited‑Edition Capsules | Ko & Megehee (2012) note heightened consumer urgency and perceived exclusivity. | Few studies on post‑launch performance metrics (e.g., resale value, secondary market). | | Sustainability in Luxury | Joy et al. (2012) argue that luxury consumers increasingly demand traceable, eco‑friendly practices. | Lack of longitudinal data on carbon‑footprint reduction attributable to collaborative sourcing. | | Consumer Narrative Alignment | Escalas & Bettman (2005) show that story‑coherence boosts brand attachment. | Little work on how divergent brand stories can be reconciled in a single capsule. | The review underscores the need for a holistic evaluation framework that integrates financial, perceptual, and environmental dimensions.

3. Methodology 3.1. Research Design A mixed‑methods approach was adopted to capture both quantitative performance indicators and qualitative consumer insights. | Component | Data Source | Sample | Tools | |-----------|-------------|--------|-------| | Sales & Financial Analysis | Internal sales dashboards (Capri & Cavanni), POS data | 12 months pre‑launch vs. 6 months post‑launch | SPSS, Tableau | | Consumer Perception Survey | Online questionnaire distributed to 2,500 luxury shoppers (age 25‑45) | Stratified by gender, income, and brand loyalty | Likert scales, Conjoint analysis | | In‑Depth Interviews | Semi‑structured interviews with 30 participants (selected from survey respondents) | Purposive sampling for “early adopters” and “brand skeptics” | NVivo thematic coding | | Sustainability Audit | Life‑cycle assessment (LCA) of the 15 capsule items, using primary data from suppliers | 15 garments (all SKUs) | SimaPro, ISO 14044 standards | 3.2. Variables