The impact of brand extension on the parent luxury fashion brand: The cases of Giorgio Armani, Calvin Klein and Jimmy Choo. A retrospective commentary

Rasa Stankeviciute and Jonas Hoffmann

Journal of Global Fashion Marketing, 2020, vol. 11, issue 1, 90-97

Abstract: A retrospective commentary provides a look at valuable and unique findings that caused the article’s high impact in the literature. At the time of the study, the majority of brand extension research focused on non-luxury brands, and the existing luxury brand extension research gave more attention to the extensions rather than the parent brands. Meanwhile, our study focused on evaluations of and attitudes to the parent brand. The significant distinction between our study and other available studies at the time – our investigation was based on practice of the chosen luxury brands rather than theory. The impact of brand extensions on the parent luxury brands was analysed and the following was evaluated: the danger of parent brand dilution;the factors leading to brand extension success;the factors leading to revitalization rather than weakening of the parent brand.In this commentary we also briefly cover two new topics that could have been included in our study or could become a continuation of the previous study today: upward brand extensions;avoiding brand extensions and using other strategies to remain appealing.Additionally, we interpret the use of our findings and insights in the literature by researchers citing the article.

Date: 2020
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DOI: 10.1080/20932685.2019.1663231

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