Chanel continues to lend its brand by allowing Luxottica to sell Chanel eyewears with the license. Both brands developed a very strong and valuable partnership over the past 20 years and shaped the idea of luxury eyewear together with highly exclusive and iconic product. This collaboration brought mutual success and satisfaction for both brands.

This way they leveraged the fame of the two stars and drew interest and attention from the celebrities' fanbase. After that they may be able to keep the consumer gaze on them thus increasing their overall consumer base.

• Example: Nike collaborates with Apple to integrate fitness technology into their products. This collaboration enhances Nike's brand by associating with a technology leader, offering customers innovative fitness solutions.

• Explanation: Collaborating with other leading companies allows Nike to tap into new customer bases and markets, while also benefiting from the technological advancements of its partners.

• a weekend bag

• a garment bag

• a pair of travel bags

This partnership aligns BMW with luxury and high fashion, enhancing the brand's appeal to more affluent customers and helps to associate BMW with the image of sophistication and style