Product Development Mode Of Luxury Fashion Brand Extension

Firstly, in this paper, the author aims to clarify the definition for luxury fashion brands and fix the pitfalls and narrowness of traditional concepts. This paper mainly belongs to brand management and design as a crossover study. Through searching national and foreign literature, the author found that the researchers of design discipline mostly prefer to study the main production line of luxury fashion brands ——garment. Normally, they’ll not take deeply attention to the series behavior of brand extension, especially its product design. It is almost a blind spot among each academic research. However, precisely, the extended products have become increasingly important for luxury fashion brands. Similarly, the brand operation research tends to ignore the special status of art and design for the industry either, even though it has already became the important element which can make critical commercial decisions.The author combined multiple perspectives, which based on actual cases, such as commercial layout, operational behavior, development strategy, style & seriation and product design, etc. Through the overview of the developing process and the status quo of luxury fashion industry, the author comparatively fully analyzed the developing extension mode of this kind of brands, and partially made up the overlook between design and business. This paper also historically made a comparison of luxury fashion industry, based on the existing research achievement. In the aspect of operation behavior and design method, the author concluded several common characteristics of brand extension between the traditional and leading edge cases, turned to the study of revealing the law of extension development of international luxury fashion brands, and be the reference of future trend.