2. Diffused to Death

You want to make your high-end brand more accessible (read: you want to make more money off of your high-end brand name)? Go for it. It’s always been your dream to have your brand sold at the mall, right? Make it cheaper, sell more, reach a wider audience. Just kiss your credibility goodbye and watch the “trend” that made it famous whirlpool down the drain. Inclusivity equals ubiquity, and ubiquity, we all know, equals wack. Equally dangerous is when an established brand sprouts an offshoot. These up-branded capsule collections are like trend-seeking missiles.