Extending the brand: Designers take it to the limit
Great article in the Herald Tribune about how luxury goods and fashion houses are aggressively pursuing brand extension policies.
By Suzy Menkes IHT Tuesday, June 29, 2004
MILAN Nike will announce next week its collaboration with one of the coolest designers on the planet: Marc Newson, who is also designing jeans for G-Star. The Australian-born designer, who has made the Lever House restaurant in Manhattan an epicenter of cool and whose design of the interior of a Dassault Falcon private jet has already become an iconic exhibit world-wide, is a dramatic example of the mode of the moment: brand extension.