Dallabona, A orcid.org/0000-0002-1051-9389 (2018) The challenges of luxury fashion flagship hotels: The case of Maison Moschino. Critical studies in fashion and beauty, 8 (2). pp. 219-237. ISSN 2040-4417
Abstract
In the last few years, many luxury fashion labels have ventured into the hospitality industry. Italian houses have been particularly active in capitalizing on their brand value by employing brand extension to create branded hotels where customers can experience a lifestyle that reflects the spirit of the label. After a phase of rapid expansion, however, this phenomenon appears to have slowed down. Taking the case of Maison Moschino, the first foray of fashion brand Moschino into the hospitality industry, this article explores the rationale for such brand extensions. In light of the failure of that venture, the opportunities and the risks involved in brand extension are examined.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | (c) 2017 Intellect Ltd Article. This is an author produced version of a paper published in Critical Studies in Fashion & Beauty; https://doi.org/10.1386/csfb.8.2.219_1 Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | Moschino; brand extension; fashion hotels; luxury fashion; luxury fashion flagship hotels; luxury hospitality |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Arts, Humanities and Cultures (Leeds) > School of Design (Leeds) |
Depositing User: | Symplectic Publications |
Date Deposited: | 07 Dec 2017 11:24 |
Last Modified: | 25 Dec 2019 01:38 |
Status: | Published |
Publisher: | Intellect |
Identification Number: | 10.1386/csfb.8.2.219_1 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:124921 |