How to Launch New Categories Without Losing Your Way
Expanding into new products can drive massive growth — or completely ruin a brand. Here is how industry leaders at Canada Goose, Drunk Elephant and Havaianas navigate the high-stakes business of category expansion, avoid dilution and pinpoint the right time for their biggest launches.
New product categories can either propel a brand to soaring heights or lead to its downfall. Industry leaders from Canada Goose, Drunk Elephant, and Havaianas share their insights on navigating category expansion with finesse, while avoiding dilution of brand identity. A recent study reveals that over 80% of Gen Z and Millennials consumers are checking the secondary market before purchasing items from luxury brands. This trend highlights the importance of understanding consumer behavior in today's fashion landscape.
The resurgence of low-profile sneakers, such as those from Onitsuka Tiger and Adidas, has taken center stage in this year's back-to-school sneaker conversations. These classic designs have proven to be the dominant power players in the footwear industry, offering a fresh perspective on the current market scenario.
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