Brand extension of Italian luxury fashion labels into the hospitality industry and conceptualisations of luxury: the cases of Armani Hotel Milano and Fendi Suites

Recently luxury fashion brands have been creating new spaces where people can experience a lifestyle that reflects the identity and philosophy of the brand. This article examines the brand extension practices employed by luxury fashion brands and their relationship with the concept of luxury by focusing on the ventures in the hospitality industry of Armani and Fendi. Firstly, the brand extension practices employed by luxury fashion brands are explored considering the advantages and risks associated with such strategies, contextualising them within the current shift from fashion to lifestyle affecting the luxury fashion industry. Moreover, it is discussed how brand extension practices employed by luxury fashion brands in the hospitality industry relate to the practices they employ in the fashion industry. Lastly, this article explores the relationship between the practices employed in brand extensions of luxury fashion brands into the hospitality industry and conceptualisations of luxury.