It’s the final installment of the Partnership Day 2025 blog series, and this one won’t disappoint. Moderating this panel discussion was Karla Stevens from LYST, diving deep into the evolving world of luxury partnerships and the imperative shift towards a full-funnel affiliate strategy. Joined by our panellists, Viviana Lozada from AMI Paris and Danielle Hiam from Space NK, the discussion offered invaluable insights into how brands are navigating this exciting new landscape.
Left to right: Karla Stevens., Lyst, Danielle Hiam, Space NK, and Viviana Lozada, AMI Paris
The panel explored everything from changing perceptions of affiliate marketing to the integration of awareness with conversion programs, adapting to market pressures, the nuanced role of “Buy-Now-Pay-Later” (BNPL) and content partners, and crucially, safeguarding program integrity.
Beyond Last-Click: Driving Awareness and Engagement
Karla kicked off by asking about the market forces propelling this shift towards upper and mid-funnel partnerships. Viviana, while still firmly focused on ROI, highlighted the critical need to reach a broader audience, particularly in the US. This has led them to explore new partner types like creators and content platforms – a clear signal that luxury brands are expanding their horizons beyond traditional performance-only channels.
Karla Stevens, Lyst
Danielle further elaborated on the evolving perception of affiliate marketing. She noted that even larger, more prestigious publishers are now actively participating, and brands are adopting a more portfolio-based view of ROI across the entire funnel. This holistic approach empowers them to invest in upper-funnel activities that contribute significantly to the overall brand story, not just immediate sales.
The Power of Data: A Holistic View
How do we gain a truly holistic view of these upper-funnel partnerships? Danielle emphasized that data analytics is a two-way street. It’s about seamlessly combining the brand’s internal data with the publisher’s analytics to understand performance from both perspectives. She shared a compelling example with a BNPL partner where a huge traffic spike didn’t translate into conversions. This immediately flagged the need for better communication and more targeted approaches, showcasing the power of data in refining strategies.
Curating Excellence: Partner Selection and Brand Narrative
When it comes to luxury, protecting the brand narrative is paramount. Karla pressed on how partners are selected and integrated without diluting that coveted luxury experience. Danielle from Space NK was unequivocal: brand alignment is non-negotiable. She simply won’t work with a partner who doesn’t align with the brand, regardless of potential traffic or revenue. Transparency in data is also a key criterion.
Viviana echoed this sentiment for AMI Paris, stressing the importance of partners connecting with their core values, visual identity, and storytelling in an authentic and elevated manner. For them, resonance takes precedence over mere performance and reach. This discerning approach ensures that every partnership enhances, rather than detracts from, the luxury experience.
Viviana Lozada, AMI Paris
Illuminating Success: Partnership Examples
So, what do successful partnerships look like in practice? Viviana highlighted AMI Paris’s collaboration with LYST as a prime example of a full-funnel partnership. It encompasses both upper-funnel placements for brand visibility and lower-funnel activities that drive controlled, brand-safe conversions.
Danielle pointed to a successful partnership with LTK, emphasizing the crucial role of giving creators the freedom to infuse their own unique spin on content. This authentic approach, she explained, resonates far better with their audience.
AI: The Future Co-Pilot in Partner Selection?
The potential of evolving analytics and AI in shaping partner selection was a hot topic. Danielle believes AI will be instrumental in improving efficiencies – think automated link checks or identifying emerging trends. However, she acknowledged the crucial need for brand sensitivity when it comes to AI-generated content, especially in the luxury space. The human touch and discerning eye remain irreplaceable.
Navigating Economic Headwinds: A Complex Landscape
Karla steered the conversation towards the impact of economic pressures and tariffs. Viviana noted that AMI Paris doesn’t currently have specific partnerships to mitigate tariff risks, given their fluctuating nature. Danielle revealed that Space NK is still grappling with the implications of tariffs, which led to a temporary pause in their US website operations and related partner activities.
While the US market remains vital for AMI Paris, Viviana indicated a plan to continue collaborating with US partners selectively, focusing on products with less tariff impact. Danielle added that while the US is a focus, they are intensifying recruitment in other active markets to compensate for the current US situation. These insights reveal the agility and strategic adjustments luxury brands are making in response to global economic shifts.
BNPL and Content: A Nuanced Approach
The role of “Buy Now Pay Later” (BNPL) and content partnerships in a full-funnel approach sparked a nuanced discussion. Viviana indicated that BNPL isn’t a significant strategy for AMI Paris as a luxury brand, underscoring the importance of maintaining an exclusive brand image.
However, Danielle believes BNPL can be suitable for luxury brands, provided it’s messaged carefully to preserve brand perception and encourage responsible spending. She sees its potential for acquiring new customers. Danielle expressed strong support for content partnerships, highlighting their unique ability to tell compelling brand and product stories that genuinely influence purchasing decisions.
Danielle Hiam, Space NK
Best Practices and Safeguarding Brand Reputation
When asked about best practices, Danielle emphasized the need for flexibility. Allowing partners to remain authentic to their own brand while aligning with yours is key. If AI helps partners achieve this, she noted, it indirectly benefits the brand.
Brand protection and integrity are paramount, especially when broadening partnerships. Viviana stressed this point for AMI Paris, particularly with their expansion into upper-funnel activities. They work closely with Partnerize, have strict onboarding processes, and prioritize partners who align with their brand image, tone, and luxury customer base. AMI Paris actively monitors transactions and traffic to identify suspicious activity and avoid commission payments to unauthorized coupon websites, all to maintain their pristine brand safety.
Looking Ahead
This panel truly highlighted that affiliate marketing, especially in the luxury sector, is no longer just about last-click conversions. It’s about building a cohesive, full-funnel strategy that blends awareness, engagement, and conversion, all while meticulously safeguarding brand integrity. The future of affiliate is bright, strategic, and deeply integrated into the broader marketing mix.
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