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tory burch shoes sale Research methodology: the TODS caseAs shown, the examples of brand extensions given by Luxury Companies are several but in order to simplify this research and the following analysis which will be carried out, it will be taken in consideration one of the latest example of brand extensions given by the Luxury Womens wear and accessories market: the Tods new Sunglasses line. It was the epitome of an ideal: that of casual, handmade shoe, perfect for every occasion. The same outcome is true for luxury brands, but there is an added risk, that is to lose their prestigious character in the case over diffusion is too high (Dubois and Paternault ).III. More recent ones could be Tods (initially famous for moccasins shoes, now offers a wide range of luxury products), Montblanc (one of the most luxury Company known for writing instruments and leather goods) or Marc Jacobs and Stella McCartney (both are Luxury Textile and accessories Company, they are expanding year after year their product range). Della Valle launched the signature shoe,hermes bags sale, a luxury moccasin ; ;gommino; ; with rubber pebbles on the sole as a trademark. In , Diego Della Valle expanded his vision to bags, creating a collection in touch with the spirit of the brand: quality-minded and attentive to design.;TODS is Luxury, Art and Craftsmanship;Researches on non-luxury brands have shown that a major contribution of extensions is the enhancement of brand awareness. For the actual Customers Brand Extensions for Luxury Brands improves Brand Awareness, however the Brand Loyalty could be damaged, since the brand lose his prestigious. The examples are various and involve most of the Luxury Company existing, this demonstrates the important role that Brand extensions are assuming in the field.To avoid the risk of brand dilution due to over-extended products and to reach the satisfaction of the Clients (antecedent of Brand Loyalty ; Torres-Moraga, Vasquez (known for the ;Haute jewellery; since some years creates silver jewellery), Louis Vuitton (prêt-a-porter fashion, jewellery, agendas and several other products have been introduced during his life, as for instance the eyewear collection in ).ies originally known for luxury products due to their long history of ;Haute Couture; have extended their brands widely, examples are Christian Dior (prêt-a-porter fashion, perfumes, cosmetics, skin care products, jewellery), Hermes (prêt-a-porter fashion, watches), Tiffany & Co.In the late ‘s, Mr.After having seen the context of this research it is time to go thru the methodology. It means that brand extensions could damage the brand image of luxury brands, as these brands may be seen as widely available and accessible to the majority of people. Eyewear collections are becoming a real trend in Luxury Brand extensions as it happened in the last years for Louis Vuitton, Montblanc, Miu Miu, Dsquared, Hogan, Marc Jacobs and finally Tods.