Okonkwo Prelims

Although product naming is important albeit not imperative in the luxury

marketing and branding strategy development, when adopted, it should be

approached with tactical objectives and implemented with caution. Above all,

the consumer audience should understand what the name stands for and asso-

ciate the product with its name.

Product and brand extension

The news of luxury product and brand extension is everywhere in the fashion

press with numerous examples. Roberto Cavalli is now into hotels and

cafés and has also launched branded Vodka. Giorgio Armani has added the

ownership of several restaurants, cafés and a nightclub to his fashion empire.

This also includes a recent venture with EMAAR Hotels & Resorts to build

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luxury fashion branding

Figure 5.10 The Louis Vuitton

classic Speedy bag in the brand’s

signature monogram

Figure 5.11 The Mulberry

signature Roxanne bag

Figure 5.12 The Hermès classic

Birkin bag named after actress

Jane Birkin

Figure 5.13 The Gucci Jackie

bag, the original version of which

was named after US former first

lady Jackie Kennedy