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March 06, 2008

Brand Extensions Unleashed

Juicy2 The models at Fashion Week weren't the only ones strutting their stuff down the catwalk in New York last month. Actually, better make that dogwalk. In February, the city also happened to host the 132nd Westminster Kennel Club Dog Show down the street at Madison Square Garden.

Geography aside, what's the relation, you ask? Well, the line that once separated human from pet grooming has blurred to the point that will leave many a brand manager, well, scratching. Take the recent launch of Juicy Crittoure, a new collection of canine perfumes and cosmetics sired by Juicy Couture. Available at Bloomingdale's and Neiman Marcus, the line complements an already extensive Juicy pet offering, which runs from the functional (bowls and collars) to the flagrant (a pink-sequined top with satin-ribbon trim—perfect for those springtime walks).

Read the full Brandweek editorial here.

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About This Blog

Brand extensions are all around us — clothing from the Sierra Club, furniture polish from Steinway and, yes, even the kitchen sink from Jacuzzi. TippingSprung, a New York-based brand-extension consultancy, publishes an annual survey on brand extensions with Brandweek. If you spot a noteworthy extension for the blog or survey, email us.

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