Halston
A luxury fashion label that moved into mass-market lines.
Where Halston comes up1 book
- 1Took J.C. Penney deal$1 billion for mass-market lines
- 2Bergdorf Goodman dropped itLuxury standing lost
- 3Line failedMass-market lines did not work
- 4Never recoveredBrand power was not rebuilt
From Hamilton Helmer, 7 Powers
What was said about Halston
Halston's mass-market deal with J.C. Penney cost it its luxury standing. Halston took $1 billion from J.C. Penney for mass-market lines. Bergdorf Goodman dropped the label, the line failed, and Halston never recovered.
Hamilton Helmer uses it in 7 Powers as a Brand Power example. Brand Power rests on a long history of consistent signals, and products that stray from the image can reset that clock to zero. His advice is to refuse down-market extensions that trade exclusivity for volume, and to fight counterfeits and false claims of association.
7 Powers: The Foundations of Business Strategy
It took $1 billion from J.C. Penney for mass-market lines, Bergdorf Goodman dropped the label, the line failed, and Halston never recovered.
Halston's mass-market deal with J.C. Penney cost it its luxury standing. Halston took $1 billion from J.C. Penney for mass-market lines. Bergdorf Goodman dropped the label, the line failed, and Halston never recovered.
Hamilton Helmer uses it in 7 Powers as a Brand Power example. Brand Power rests on a long history of consistent signals, and products that stray from the image can reset that clock to zero. His advice is to refuse down-market extensions that trade exclusivity for volume, and to fight counterfeits and false claims of association.
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