A cross‐cluster and cross‐region analysis of fashion brand extensions

To obtain sustainable growth in revenue and market share, many fashion brands deploy category extensions and line extensions. In this paper, we examine how different fashion brands in Europe, North America, and Asia execute their brand extension strategies over different periods. By classifying different fashion brands into four clusters according to different price points and fashion contents, we conduct a cross‐region and cross‐cluster analysis to examine how different fashion brands execute their brand extension strategies. Our analysis is based on publicly available data associated with 48 fashion brands over a 90‐year period. We discuss our findings along with managerial insights.