Massification

Strategy used by luxury brands to gain wider appeal

Massification is a strategy that some luxury companies use to expose their brands to a broader market and increase sales. As a method of implementing massification, companies have created diffusion lines. Diffusion lines are an offshoot of a company or a designer's original line that is less expensive in order to reach a broader market and gain a wider consumer base. Another strategy used in massification is brand extensions, which is when an already established company releases a new product under their name.

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