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The Luxury Strategy, 2nd Edition by Vincent Bastien, Jean-Noël Kapferer

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07

Luxury brand stretching

As seen in the previous chapter, in the luxury strategy the brand is linked to a specific universe where it is totally legitimate: Rolex makes watches, Ferrari makes cars. Out of its territory, a brand generally loses its legitimacy. However, every day we hear of luxury brands moving out of their original sphere and extending their reputation to other sectors: Baccarat is to put its name to a range of hyper-luxury resort hotels; fashion brands Bulgari and Armani have already done so. Ferrari inscribes watches and a PC manufactured by the Taiwanese brand Acer.

Brand extension and brand stretching

In fact, a big part of today’s luxury market is made up of luxury brands that have grown through moving out of their original ...

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