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- Brand licensing in luxury : from fashion house to lifestyle brand : the Giorgio Armani casePublication . Gomes, Natalie de Lima; Parada, PedroThis master’s thesis explores how luxury fashion brands can strategically leverage brand licensing as a form of brand extension to create a multi-dimensional lifestyle brand. Written in a teaching case format, the dissertation focuses on Giorgio Armani, a luxury company that has evolved from a traditional fashion house into a unified luxury lifestyle brand. To understand how Armani has managed this transition, the research draws on secondary papers as well as expert interviews. By analysing Armani’s tiered brand hierarchy, the thesis demonstrates how the fashion house uses both upward and downward brand extensions to reach diverse consumer segments. Furthermore, the dissertation outlines the advantages and disadvantages of licensing in a luxury context and addresses challenges such as managing multiple licenses, ensuring quality control and maintaining a consistent brand image without diluting it. The findings demonstrate that Armani successfully navigates these complexities through value-based partner selection, strong creative oversight and a clearly defined brand architecture. Ultimately, this thesis contributes to the field of luxury brand management by offering valuable insights into how licensing can function as a strategic tool for long-term brand growth and product diversification.