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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
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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, Gwen Whiting, J.Crew, laundry products, Le Labo, Lindsey Boyd, linkedin, megabranding, prestige household care, The Laundress