A cross-cluster and cross-region analysis of fashion brand extensions
Journal
Journal of the Textile Institute
Journal Volume
102
Journal Issue
10
Pages
890-904
Date Issued
2011
Author(s)
Abstract
To obtain sustainable growth in revenue and market share, many fashion brands deploy category extensions and line extensions. In this paper, we examine how different fashion brands in Europe, North America, and Asia execute their brand extension strategies over different periods. By classifying different fashion brands into four clusters according to different price points and fashion contents, we conduct a cross-region and cross-cluster analysis to examine how different fashion brands execute their brand extension strategies. Our analysis is based on publicly available data associated with 48 fashion brands over a 90-year period. We discuss our findings along with managerial insights. ? 2011 The Textile Institute.
Subjects
Cross-cluster and cross-region analysis; Fashion branding; Fashion business
SDGs
Other Subjects
Cross-cluster and cross-region analysis; Fashion branding; Fashion business; Line extension; Market share; Sustainable growth; Competition; Cluster analysis
Type
journal article