Extending Auto Brand into Fashion Clothing Category: An Exploratory Study on Brand Ford
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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Brand extension strategies seek to increase revenues by prompting consumer purchases across product categories. Using an existed well-known brand name to launch new lines or categories of products reduces the need to create awareness and facilitates marketing communications (Aaker & Keller, 1990). Brand extension has been one of the commonly used strategies to launch new products for decades (Aaker, 1996).