Luxury brand marketing: Designer extension

This article discusses a number of collaborative luxury brand extensions which are aimed at delivering an experience for consumers.

Luxury brand marketing: Designer extension

Nicola KoLedbury 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...

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