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International Journal of Costume and Fashion - Vol. 21 , No. 2

[ Article ]
International Journal of Costume and Fashion - Vol. 21, No. 2, pp. 65-79
Abbreviation: IJCF
ISSN: 2233-9051 (Print) 2288-7490 (Online)
Print publication date 31 Dec 2021
Received 22 Nov 2021 Revised 12 Dec 2021 Accepted 24 Dec 2021
DOI: https://doi.org/10.7233/ijcf.2021.21.2.065

An Empirical Analysis of Category Extension in the Online Luxury Fashion Market
Chikako Miura ; Sakiho Kai ; Takao Furukawa ; Kaoru Mori ; Yumi Kwon
Research and Teaching Assistant, Dept. of Home and Health Sciences, Kamakura Women’s University, Kanagawa, Japan
Research and Teaching Assistant, Dept. of Textile and Clothing, Kyoritsu Women’s University, Tokyo, Japan
Professor, Dept. of Textile and Clothing, Kyoritsu Women’s University, Tokyo, Japan
Senior Researcher, Keio Research Institute at SFC, Keio University, Kanagawa, Japan
Ph.D., Comparative Studies of Societies and Cultures, Ochanomizu University, Tokyo, Japan

Correspondence to : kyummy@hanmail.net

Citation Miura, C., Kai, S., Furukawa, T., Mori, K., & Kwon, Y. (2021). An empirical analysis of category extension in the online luxury fashion Market. International Journal of Costume and Fashion, 21(2), 65-79.


Abstract

The purpose of the present study is to reveal the actual circumstances of brand extension in the luxury fashion market by shedding light on category extensions and their relationship to the pricing strategies of each fashion brand. To perform a comprehensive empirical analysis of luxury fashion products, the study analyzed 308,154 unique products from 2,513 individual brands sold on online platforms. The study further estimated product sales according to brand category and sub-category. The research results reveal how estimated sales for clothing, bags, footwear, accessories, and jewelry confirm the fact that horizontal brand extension for luxury fashion brands result in increased sales. Furthermore, the estimated sales by sub-category reveal a complementary relationship between flagship products and affordable products. These complementary relationships enable a diagonal brand extension that prevents brand dilution and cannibalization. In short, the results reveal how effective brand extension reflects brand equity, which in turn is useful for the growth of emerging brands. Existing studies on the brand extension of luxury fashion products were limited to a consumer-centered approach, but the present study is significant in that it quantitatively analyzes brand extension for luxury brands in the online market.


Keywords: Brand extension, Luxury fashion brand, Online fashion platform, Estimated online sales

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