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  • LUXURY Retail - Life Cycle For The Luxury Brand

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    RahulRaheja
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    The document discusses the life cycle of luxury brands, noting that unlike typical products, luxury brands do not have a defined date of birth or linear life cycle. Luxury brands must reinvent themselves over time to remain relevant by expanding into new categories or redefining their existing category. Even after the original founders pass away, luxury brands can continue to live on and be reborn through revivals that recreate the dream aspect of the brand.

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    LUXURY Retail - Life Cycle for the Luxury Brand

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    The document discusses the life cycle of luxury brands, noting that unlike typical products, luxury brands do not have a defined date of birth or linear life cycle. Luxury brands must reinvent themselves over time to remain relevant by expanding into new categories or redefining their existing category. Even after the original founders pass away, luxury brands can continue to live on and be reborn through revivals that recreate the dream aspect of the brand.

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    238 views4 pages

    LUXURY Retail - Life Cycle For The Luxury Brand

    Uploaded by

    RahulRaheja
    The document discusses the life cycle of luxury brands, noting that unlike typical products, luxury brands do not have a defined date of birth or linear life cycle. Luxury brands must reinvent themselves over time to remain relevant by expanding into new categories or redefining their existing category. Even after the original founders pass away, luxury brands can continue to live on and be reborn through revivals that recreate the dream aspect of the brand.

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    © All Rights Reserved
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    of 4

    Amity Business School

    Life Cycle for the Luxury


    Brand

    It Lives Differently

    Amity Business School

    No Birth (No DoB)


    Coco Channel/Gabriel Chasnel born 1883
    No 5 born 1921
    When was Channel brand born?

    Its Not Linear

    Amity Business School

    Its not constant


    Must reinvent and recreate the GAP
    Gucci: Close to fashion and accessories
    Aston Martin/Maserati: Other sectors
    Redefine category
    Lighter lost status ST Dupont Pens

    No Final Death

    Amity Business School

    Gabriel Chasnel died in 1971 but Coco


    Channel lives on
    Bugatti was once buried has revived.
    Recreate and dream aspect
    Egs of rebirth
    Balenciaga
    Lanvin
    Nina Ricci
    Aston Martin
    Maserati

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