Brand Extensions has always been a very dynamic concept and theoretically there have been line extensions and product extensions.
So how far can you extend? Virgin is a case in sight where the Virgin brand is extensions into many diverse categories, some successful, others not so much.
Brings to my mind when Neiman Marcus extended the NM brand to Galleries by NM - a smaller, jewelry focused format. Think they had 3 stores going but this extension didn't quite work for them. From competing with Saks 5th Avenue their competition for this format changed to Tiffany. They did decently on the organization structure for this format, but perhaps they could never get past the fact that large stores were destination stores but a medium sized store couldn't do that.
There must have been multiple reasons, so I will revisit with more dope on Neiman Marcus and brand extensions.....
Ciao!
So how far can you extend? Virgin is a case in sight where the Virgin brand is extensions into many diverse categories, some successful, others not so much.
Brings to my mind when Neiman Marcus extended the NM brand to Galleries by NM - a smaller, jewelry focused format. Think they had 3 stores going but this extension didn't quite work for them. From competing with Saks 5th Avenue their competition for this format changed to Tiffany. They did decently on the organization structure for this format, but perhaps they could never get past the fact that large stores were destination stores but a medium sized store couldn't do that.
There must have been multiple reasons, so I will revisit with more dope on Neiman Marcus and brand extensions.....
Ciao!
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