Launching new, lower-priced products to take advantage of the growing number of consumers demanding quality goods at lower prices.
Target: Middle income - introduce products with prices ranging from $100 to $250
Affordable luxury and Exclusive luxury…Mix?
Must assure its affluent customers that the quality of its products and service has not lessened even though its brand has become more affordable.
Has created mass amounts of short term revenue, but in the long run it could be detrimental to the once timeless, exclusive brand.