Fashion’s Brand Extension & Stretching Strategies
Question:
It’s risky for fashion brands with centuries of hard-earned reputations to step into uncharted territory. But when successful, brand stretching can help them reach billion-dollar valuations and capture new customers. The risk is high, but the rewards are even greater. From Armani to Dior, adidas to Crocs, most fashion brands have stretched at least once. But is brand stretching healthy for the fashion industry? And should startups stretch too?