Luxury brand marketing: Designer extension

Nicola Ko
Ledbury Research

Providing high net-worth customers with a total experience means luxury brands are expanding, but they must proceed with caution if their designer credentials and brand equity are to remain intact.

Luxury brands are continually looking to expand their product base to deliver an 'experience' to their customers.

In yet another step in a rather curious product expansion strategy, Bentley has recently announced the launch of a limited edition luxury handbag collection. Teaming up with a former Louis Vuitton leather bag designer and craftsman, Bentley's head of product design has developed two distinct models – The Barnato and The Continental – each coming with the option to be personalised to the owner and their car. Earlier this year, it also launched a line of fragrances for men, as well as a line of Lalique crystal ware.