Downward Line Stretch

In the fashion world, downward and upward line stretch are commonly used by designers to expand their market and increase revenue. Downward line stretch is seen by a very high percentage of high end, haute couture designers. Many middle to upper-middle class consumers love their products but simply cannot afford the price. A downward line stretch allows these products to be attainable by a wider range of people. In addition, this helps spread the designers name and generate interest. Aside from just creating lower end garments, designers also expand themselves into the accessories market which allows a wider range of people to purchase something with their name on it as well.

The images above are a depict a prime example of a downward line stretch that was just launched. The first picture shows Alexander McQueen garments on the runway, which run up to $5,000 for one piece, and the lower picture shows the Alexander McQueen collection for target, starting at $19.99.

Augmented Service

In today's society credit cards are inseperable from money spending. People like to buy things they can't actually afford, and credit allows this to become a possibility. This is an augmented service that many retailers offer to help lure people in to spending more money than they probably should. For example, electronic and jewelry stores often have credit cards because their products are so pricey. A customer rarely has $1,500 to fork over for a new flat screen, or $5,000 for an engagement ring. Offering credit allows these stores to acquire many customers that they would not be able to otherwise, and allows these customers to buy more and spend more, while the retailer is racking up even more money than they would have originally through high interest rates.

Chanel Brand Personality

Brand personality and image is something that is important for many companies and consumers alike. In order to reach their desired target market, many brands need a highly specific image that the consumer can relate to, has something in common with, or aspires to be.

I chose to discuss Chanel because since the fashion house's creation, it has carried a very distinct and identifiable image. The brand was created by Coco Chanel, and carries her name. She began designing at a time when women were slaves to fashion, and what the male designers wanted them to wear. She proposed a change, classically elegant fashion that was surprisingly comfortable to wear. Long after Chanel's death, the brand still boasts an image modeled after it's creator: simple, and chic. Many young women desire Chanel because of its innovative and remarkable creator, and it's brand personality and image.