This gallery contains 9 photos.
In Part I we looked at how premium brands use own flagship stores and retail partners that project exclusivity to keep their glow while extending their distribution. Horizontal geographic expansion around the globe – rather than penetrating a single market … Continue reading
Tagged Aesop, brand extension, brand myth, craftsmanship, exclusivity, expansion, Giorgio Armani, growth, Hermes, horizontal extension, iPhone, John Lobb, line extension, linkedin, Murchison Hume, outlet mall, Outlet store, Renova, Starbuck's
This gallery contains 20 photos.
Marketing “guru” Martin Lindstrom is concerned about the effects that ‘reaching-down’ and the ‘fashionization’ of Luxury labels has on their long-term ability to maintain desirability and premium price points. He writes in his piece “The Luxury Catch 22” “With a … Continue reading
Tagged Aesop, brand manifestation, desirability, exclusivity, expansion, Godiva, Greater China, growth, Gucci, Kiehl's, linkedin, Louis Vuitton, luxury, Martin Lindstrom, point of purchase, price discrimination, Stihl
This gallery contains 10 photos.
I received this e-mail from ‘The Laundress’ this morning. It might surprise you to think of a candle collection by a ‘laundry brand’.’ But then you might also not be familiar with The Laundress. For scented candles are just the latest addition to what … Continue reading
Tagged brand extension, detergent, expansion, growth, J.Crew, laundry products, Le Labo, linkedin, megabranding, prestige household care, The Laundress