The Impact of Brand Extension on The Parent Luxury Fashion Brand

Rasa Stankeviciute,Jonas Hoffmann 한국마케팅과학회 2010 Journal of Global Fashion Marketing Vol.1 No.2

Brand extensions are an interesting brand strategy alternative, as they may attract new segments of customers that may have not considered the brand before because of different reasons. Therefore, the brand extensions are seen as a perfect way to boost the revenues of the company. However, though the brand extensions may work quite well for consumer (value) brands, they might have quite opposite effect on the luxury ones. While the brand extensions, especially the downward ones attract attention and make the brands more accessible and familiar among new segments of consumers, at the same time they may weaken the status of the luxury brand among its existing clientele and so dilute the luxury brand. And as the luxury brands emphasize their long-term value, once the image of the luxury brand is diluted, it has to take a very difficult and long way to gain its luxury status back in the eyes of consumers, and sadly not every brand manages to get back the respect it once had. Nevertheless, there is little research done on luxury brands and especially luxury brand extensions. What is more, previous research gave more attention to consumers’ evaluations of and attitudes to the extensions themselves than the parent brands. This study explores the evaluations of and attitudes to the parent luxury brands after different extensions are introduced. The study firstly introduces previous findings on value brand extensions and luxury brand extensions. Secondly, the cases of three chosen brands, representing a question mark, a failure and a current success practice of luxury brand extensions are analyzed in-depth: Giorgio Armani, Calvin Klein and Jimmy Choo. Armani is chosen as it is one of the most diversified brands in fashion. Despite the fashion brand varying from haute couture line Armani Privé to fast fashion brand Armani Exchange, Armani today offers everything that is needed for one’s luxury lifestyle from sweets and flowers to restaurants and hotels. The study analyses Armani’s brand extensions, and reactions to them. Armani represents a successful diversification of the luxury brand, but at the same time it questions the risk of over-extension and its consequences on the brand portfolio. Calvin Klein is chosen because it illustrates an example of the brand that once lost its luxury status mainly because of licensing and in the face of such experience the brand is now digging its way back to the luxury industry with its high-end sub-brand Calvin Klein Collection. Jimmy Choo is a world famous women’s shoes brand whose creations are appreciated by a large public including red carpet stars and First Ladies. After starting as a luxury shoes maker in 1996, the brand has expanded into handbags, sunglasses, accessories and even fragrance. But it was the luxury brand’s collaborations with non-luxury brands Hunters (iconic British company producing wellington boots) and H&M (Swedish fast fashion giant) that attracted our attention. Jimmy Choo represents a current success practice of the collaborations between the luxury and non-luxury brands and shows that such brand extensions, when carefully thought through, not only makes no damage to the luxury brand, but also enhances its image and desirability instead. The study analyses these two collaborations, which are viewed as downward brand extensions, and the impact of those collaborations on the Jimmy Choo brand. Each brand approach to brand extension is presented and discussed to underline reasons for success or failure. Desk research on the brands’ annual reports, reviews, articles and interviews from fashion, marketing, lifestyle, financial, and other magazines and newspapers, as well as visual material are used for the analysis of the chosen cases. An analysis of the cases of Giorgio Armani, Calvin Klein and Jimmy Choo leads us to four conclusions:

The impact of brand extension on the parent luxury fashion brand: The cases of Giorgio Armani, Calvin Klein and Jimmy Choo. A retrospective commentary

Rasa Stankeviciute,Jonas Hoffmann 한국마케팅과학회 2020 Journal of Global Fashion Marketing Vol.11 No.1

A retrospective commentary provides a look at valuable and unique findings that caused the article’s high impact in the literature. At the time of the study, the majority of brand extension research focused on non-luxury brands, and the existing luxury brand extension research gave more attention to the extensions rather than the parent brands. Meanwhile, our study focused on evaluations of and attitudes to the parent brand. The significant distinction between our study and other available studies at the time – our investigation was based on practice of the chosen luxury brands rather than theory. The impact of brand extensions on the parent luxury brands was analysed and the following was evaluated: ● the danger of parent brand dilution; ● the factors leading to brand extension success; ● the factors leading to revitalization rather than weakening of the parent brand. In this commentary we also briefly cover two new topics that could have been included in our study or could become a continuation of the previous study today: ● upward brand extensions; ● avoiding brand extensions and using other strategies to remain appealing. Additionally, we interpret the use of our findings and insights in the literature by researchers citing the article.

The Effects of Credit Risk on the Profitability of Commercial Banks in Afghanistan

Rahmanullah RASA 한국유통과학회 2021 The Journal of Asian Finance, Economics and Busine Vol.8 No.7

The purpose of this study is to examine the effects of credit risk on commercial banks’ profitability in Afghanistan. Due to the availability of limited data, this study applies the Fixed Effects estimator on balance panel data of six domestic private commercial banks over the period 2014–2018. The study uses LLRTL, TLTA, and TLTD as credit risk indictors, size as bank-specific determinant, ROAA, ROAE, and NIM as profitability indicators. The study finds a robust negative and significant effect of LLRTL on ROAA, and ROAE, but positive and insignificant on NIM. The results also reveal significant positive effect of TLTA on NIM, however insignificant negative on ROAA while insignificant positive on ROAE. The study finds negative effect of TLTD on ROAA, ROAE, and NIM, but only significant on NIM. Further, this study reveals a robust negative and significant effect of size on all profitability indicators. The mean comparison of profitability demonstrates that NIM is in a better situation than others profitability indicators, which is a good sign for the Afghan banking sector. The findings of this study suggest that improving credit management, increasing efficiency of asset management or effectiveness of business model can increase commercial banks’ profitability in Afghanistan.

Pyrolysis of Swine Manure - Plant Availability of the Phosphorus

Kimmo Rasa,Kari Ylivainio 한국토양비료학회 2014 한국토양비료학회 학술발표회 초록집 Vol.2014 No.6

The Application of a New Maximum Color Contrast Sensitivity Test to the Early Prediction of Chiasma Damage in Cases of Pituitary Adenoma: The Pilot Study

Girena Slatkeviciene,Rasa Liutkeviciene,Brigita Glebauskiene,Dalia Zaliuniene,Loresa Kriauciuniene,Giedrimantas Bernotas,Arimantas Tamasauskas 대한안과학회 2016 Korean Journal of Ophthalmology Vol.30 No.4

Purpose: Our objective was to estimate the maximum color contrast sensitivity (MCCS) thresholds in individualswith chiasma opticum damage. Methods: The pilot study tested 41 people with pituitary adenoma (PA) and 100 age- and gender-matched controls. Patients were divided into two groups according to PA size, PA ≤1 cm or PA >1 cm. A new MCCS testprogram was used for color discrimination. Results: The mean total error score (TES) of MCCS was 1.8 in the PA ≤1 cm group (standard deviation [SD], 0.38),3.5 in the PA >1 cm group (SD, 0.96), and 1.4 in the control group (SD, 0.31; p < 0.001). There was a positivecorrelation between tumor size and MCCS result (r = 0.648, p < 0.01). In the group that had PA-producinghormones, the TES was 2.5 (SD, 1.09), compared to 4.2 value in the non-functioning PA group of patients thatdid not have clinically significant hormone excess (SD, 3.16; p < 0.01). In patients with normal visual acuity (VA)or visual field MCCS, the TES was 3.3 (SD, 1.8), while that in patients with VA <0.00 was 4.6 (SD, 2.9). Conclusions: Results of the MCCS test TES were 1.9 times better in patients with PA ≤1 cm compared topatients with PA >1 cm (p < 0.01). In PA patients with normal VA, the TES was 2.35 times worse than that ofhealthy persons (p < 0.01).

Limoniinae crane flies (Diptera: Limoniidae) new to Korea II

Sigitas Podenas,Rasa Aukštikalnienė,변혜우,Terry A. KLEIN,김흥철,김태우,강태화,서홍렬 국립생물자원관 2017 Journal of species research Vol.6 No.3

Korean species of Atypophthalmus Brunetti, 1911 and Thrypticomyia Skuse, 1890 crane flies (Diptera: Limoniidae) were taxonomically revised. New findings of Achyrolimonia Alexander, 1965, Helius Lepeletier and Serville, 1828 (Latreille et al., 1828) and Limonia Meigen, 1803 were discussed. Genera Atypophthalmus and Thrypticomyia, species Helius (Helius) flavus (Walker, 1856) were newly recorded for the Korean Peninsula, and Achyrolimonia neonebulosa (Alexander, 1924) and Limonia juvenca Alexander, 1935 were new records for North Korea. Male terminalia of L. episema Alexander, 1924 were described with detailed photographs. Identification keys, re-descriptions and illustrations of both sexes from all species in Korea were presented.

Effect of low frequency oscillations during milking on udder temperature and welfare of dairy cows

Antanas Sederevičius,Vaidas Oberauskas,Rasa Želvytė,Judita Žymantienė,Kristina Musayeva,Juozas Žemaitis,Vytautas Jūrėnas,Algimantas Bubulis,Joris Vėžys 한국축산학회 2023 한국축산학회지 Vol.65 No.1

The study aimed to investigate the effect of low-frequency oscillations on the cow udder, milk parameters, and animal welfare during the automated milking process. The study’s objective was to investigate the impact of low-frequency oscillations on the udder and teats’ blood circulation by creating a mathematical model of mammary glands, using milkers and vibrators to analyze the theoretical dynamics of oscillations. The mechanical vibration device developed and tested in the study was mounted on a DeLaval automatic milking machine, which excited the udder with low-frequency oscillations, allowing the analysis of input parameters (temperature, oscillation amplitude) and using feedback data, changing the device parameters such as vibration frequency and duration. The experimental study was performed using an artificial cow’s udder model with and without milk and a DeLaval milking machine, exciting the model with low-frequency harmonic oscillations (frequency range 15–60 Hz, vibration amplitude 2–5 mm). The investigation in vitro applying low-frequency of the vibration system’s first-order frequencies in lateral (X) direction showed the low-frequency values of 23.5–26.5 Hz (effective frequency of the simulation analysis was 25.0 Hz). The tested values of the first-order frequency of the vibration system in the vertical (Y) direction were 37.5–41.5 Hz (effective frequency of the simulation analysis was 41.0 Hz), with higher amplitude and lower vibration damping. During in vivo experiments, while milking, the vibrator was inducing mechanical milking-similar vibrations in the udder. The vibrations were spreading to the entire udder and caused physiotherapeutic effects such as activated physiological processes and increased udder base temperature by 0.57℃ (p < 0.001), thus increasing blood flow in the udder. Used low-frequency vibrations did not significantly affect milk yield, milk composition, milk quality indicators, and animal welfare. The investigation results showed that applying low-frequency vibration on a cow udder during automatic milking is a non-invasive, efficient method to stimulate blood circulation in the udder and improve teat and udder health without changing milk quality and production. Further studies will be carried out in the following research phase on clinical and subclinical mastitis cows.

Prionolabis crane flies (Diptera: Limoniidae) of Korea

Sigitas Podenas,박선재,변혜우,Rasa Aukštikalnienė 국립생물자원관 2022 Journal of species research Vol.11 No.1

This study is based on crane fly specimens collected more than 80 years ago in 1938-1939 and preserved at the United States National Museum, Smithsonian Institution, Washington DC, USA. Despite many attempts with a variety of methods, no additional specimens of this genus were captured. This likely means that that this genus is extinct on the Korean Peninsula, or its distribution is restricted to the northern areas of the Democratic People’s Republic of Korea (North Korea). The genus Prionolabis Osten Sacken, 1860 with four species, one of them Prionolabis dis (Alexander, 1950) endemic to North Korea, was recorded by Ch. P. Alexander (Alexander, 1938, 1940, 1950). All succeeding papers listing these species were based on these original works without study based on actual specimens. For each species, we present general information on genus, redescriptions of species based on Korean specimens, illustrations of important taxonomical structures, elevation range, period of activity, habitat information, general distribution, and a distribution map for the Korean Peninsula

Limoniinae crane flies(Diptera: Limoniidae) new to Korea II

Podenas, Sigitas,Aukstikalniene, Rasa,Byun, Hye-Woo,Klein, Terry A.,Kim, Heung Chul,Kim, Tae-Woo,Kang, Tae-Hwa,Seo, Hong-Yul The National Institute of Biological Resources 2017 Journal of species research Vol.6 No.3

Korean species of Atypophthalmus Brunetti, 1911 and Thrypticomyia Skuse, 1890 crane flies (Diptera: Limoniidae) were taxonomically revised. New findings of Achyrolimonia Alexander, 1965, Helius Lepeletier and Serville, 1828 (Latreille et al., 1828) and Limonia Meigen, 1803 were discussed. Genera Atypophthalmus and Thrypticomyia, species Helius(Helius) flavus(Walker, 1856) were newly recorded for the Korean Peninsula, and Achyrolimonia neonebulosa (Alexander, 1924) and Limonia juvenca Alexander, 1935 were new records for North Korea. Male terminalia of L. episema Alexander, 1924 were described with detailed photographs. Identification keys, re-descriptions and illustrations of both sexes from all species in Korea were presented.

Shape memory alloy (SMA)-based Superelasticity-assisted Slider (SSS): an engineering solution for practical aseismic isolation with advanced materials

Peyman Narjabadifam,Mohammad Noori,Donatello Cardone,Rasa Eradat,Mehrdad Kiani 국제구조공학회 2020 Smart Structures and Systems, An International Jou Vol.26 No.1

Shape memory alloy (SMA)-based Superelasticity-assisted Slider (SSS) is proposed as an engineering solution to practically exploit the well-accepted advantages of both sliding isolation and SMA-based recentering. Self-centering capability in SSS is provided by austenitic SMA cables (or wire ropes), recently attracting a lot of interest and attention in earthquake engineering and seismic isolation. The cables are arranged in various novel and conventional configurations to make SSS versatile for aseismic design and retrofit of structures. All the configurations are detailed with thorough technical drawings. It is shown that SSS is applicable without the need for Isolation Units (IUs). IUs, at the same time, are devised for industrialized applications. The proof-ofconcept study is carried out through the examination of mechanical behavior in all the alternative configurations. Forcedisplacement relations are determined. Isolation capabilities are predicted based on the decreases in seismic demands, estimated by the increases in effective periods and equivalent damping ratios. Restoring forces normalized relative to resisting forces are assessed as the criteria for self-centering capabilities. Lengths of SMA cables required in each configuration are calculated to assess the cost and practicality. Practical implementation is realized by setting up a small-scale IU. The effectiveness of SSS under seismic actions is evaluated using an innovative computer model and compared to those of well-known Isolation Systems (ISs) protecting a reference building. Comparisons show that SSS seems to be an effective IS and suitable for earthquake protection of both structural and non-structural elements. Further research aimed at additional validation of the system are outlined.