Independent menswear retailers' views on designer menswear brand extensions Available to Purchase

Given the high costs of creating and sustaining brands it is not surprising that organisations wish to capitalise as far as possible on these assets. Designers and their financial backers are also active in this process; many of their customers or would‐be customers aspire to the label but not at the market level initially catered for. Extending brands has, as the literature attests, implications for the designer, manufacturer, retailer and customer. The purpose of this small‐scale study was to examine the phenomenon at least as it relates to menswear, from the perspective of the independent retailer, who still has a major role to play in this market.