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Price War: How to Maintain Margin and Brand Equity in a Tariff Economy
Price War: How to Maintain Margin and Brand Equity in a Tariff Economy 1440 428 ASG
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Premium brands used to live in a different world. They spoke to a more discerning customer. They stood for quality, design, and identity. They didn’t chase the lowest price or enter race-to-the-bottom promotions. That insulation is fading—fast.

Today, premium brands are under pressure from both sides. A volatile tariff economy is pushing sourcing costs higher, sometimes by 30 to 45 percent overnight. At the same time, shoppers—especially upper-middle income ones—are becoming more value-conscious. That doesn’t mean they’re hunting for coupons. It means they’re looking harder at what justifies the price. What once felt aspirational now needs to feel earned. This is where value perception in retail becomes essential.

And this is where many premium brands find themselves stuck. Raise prices, and you risk alienating loyal customers. Hold the line, and you absorb costs that erode contribution margin. Promote aggressively, and you weaken the brand you’ve spent years building. None of those are great options. But they’re not the only ones.

The brands navigating this moment successfully are doing it with discipline—not by compromising who they are, but by tightening the link between value and price. They’re asking the right questions: What drives willingness to pay in our category? What can we deliver that lower-cost competitors can’t touch? What’s a true value-add, not just a margin drag?

The answer isn’t always about cost. In fact, it rarely is.

It’s about brand. And brand, at the premium level, is a compound asset. It’s built through consistency, creativity, and credibility—especially during hard times. In a tariff economy, reinforcing that identity becomes more than positioning—it becomes protection.

maintain brand equity

When Exclusivity Meets Economics

Premium brands have always walked a fine line. They justify their prices through quality, storytelling, aspiration, and design. But in a tariff economy, where duties on core sourcing countries like Vietnam, Bangladesh, and China are hitting 30–45%, many of these same brands are being forced to reconsider their pricing structures—or eat into already narrow margins.

Take RH (Restoration Hardware), for example. Ahead of the most recent tariff rollout, RH made an aggressive move: pre-purchasing large volumes of inventory to lock in costs and avoid tariff exposure. It was a bold—and costly—bet. But for a brand that targets high-net-worth customers and thrives on exclusivity, it was also a way to maintain pricing power without dilution.

Other brands are negotiating hard with suppliers, exploring nearshoring options, or re-engineering products to reduce reliance on tariffed components. These are not just supply chain decisions—they’re brand equity strategies. The goal? Preserve both brand perception and financial health.

Value Isn’t Always About Price

Consumers of premium brands are value-conscious—not in the traditional discount sense, but in terms of perceived worth.

In a down market, these customers don’t necessarily stop spending. But they do demand more for what they pay. Brands that recognize this are responding not with blanket markdowns, but with:

  • Layered loyalty programs

  • Exclusive access and personalization

  • Value-added experiences

Rather than undercutting pricing integrity, they’re enhancing the overall value proposition. Think: premium packaging, limited-edition drops, concierge-level customer service, or unique in-store experiences that reaffirm the brand’s worth.

When consumers feel like they’re getting more, they don’t mind paying more. In this way, value perception in retail becomes a brand’s most powerful pricing lever.

The Dangers of Discount Drift

In times of economic pressure, even premium brands can be tempted by the fast hit of a markdown. And while targeted promotions can be a smart lever, overreliance can be fatal.

Discount fatigue is real. Once a customer sees your product at 40% off, it’s hard to convince them it’s worth full price again.

Brands like Lululemon, Sephora, and even Apple have historically been disciplined with markdowns, choosing to limit promotional exposure even during downturns. The result? Stronger brand equity, more consistent margins, and loyal customers who are conditioned to expect value without a discount.

Premium retailers need to adopt a surgical approach to promotions: limited-time offers, exclusive access events, or channel-specific discounts that don’t devalue the brand across the board. This is how you survive a price war without eroding brand perception.

Build the Moat: Invest in What Others Can’t Replicate

While lower-tier competitors race to the bottom, premium brands have an edge—they can invest in what can’t be commoditized:

  • Brand heritage

  • Design innovation

  • Cultural capital

  • Customer intimacy

These are the elements that justify a premium price, even in a cost-conscious, tariff-heavy environment. And in many ways, now is the perfect time to deepen that differentiation.

Double down on storytelling. Strengthen your digital experience. Tighten your visual identity. Expand owned brand offerings where you control margin. These moves create brand gravity—pulling your customers closer while your competitors scatter to survive.

Premium in a Price War: A CEO’s Opportunity

The current tariff economy is testing every assumption in retail. But for premium brands, it also presents a clear opportunity: to emerge not just intact, but more distinct, more valued, and more protected from future shocks.

Yes, costs are rising. But so is the reward for brands that can deliver consistency, creativity, and conviction in a time of volatility.

Maintaining margin and brand equity isn’t about holding the line—it’s about drawing a sharper one. One that separates your brand from the noise and reaffirms everything your customer already believes about you.

Because in a market that’s shouting about price, premium brands have the luxury of whispering something more powerful:

Worth it.

Alpha-Powered Brands: Shaping the Future of Shopping
Alpha-Powered Brands: Shaping the Future of Shopping 1440 428 ASG

Wielding their purchasing power and influence on family shopping decisions, Generation Alpha is setting trends and raising expectations for brands. How are these young consumers driving exciting opportunities for retail brands?

Gen Alpha‘s considerable influence on retail brands and the future of shopping stems from their role in family shopping decisions. While they may not have their own income, their influence on their parents’ purchasing decisions is substantial. Generation Alpha is known to be confident and vocal about their preferences, often influencing the brands their parents choose to buy from. Retail brands that understand and cater to the desires and aspirations of this generation can gain their loyalty and win over their parents as well.

If marketers think Gen Z is the most lucrative consumer group today, then it’s time to think again. Generation Alpha (those born from the mid-early 2010s and still being born until the mid-2020s) is tipped to be the wealthiest, most educated and technologically connected demographic of them all.“ – The Drum

Generation Alpha’s emphasis on sustainability and social responsibility is influencing retail brands to adopt more eco-friendly practices. This generation is conscious of the environmental impact of their consumption and expects brands to prioritize sustainability. Retail brands that demonstrate their commitment to social and environmental causes can resonate with Generation Alpha and earn their loyalty.

Alpha-Powered Brands

Gen Alpha’s Spheres of Retail Influence

Generation Alpha is the first truly digital-native generation, born between 2010 and 2025. The oldest Gen Alphas are barely in their teens, but their influence is already being felt throughout food, fashion, and retail. Their distinct shopping habits—from their access to technology and mostly Millennial parents—set them apart from previous generations.

Growing up with not just smartphones and tablets, but also voice-activated assistants, AI, and social influence as a way of life, they have never known a world without technology. As a result, their expectations for the shopping experience are shaped by the convenience and instant gratification that technology provides. Generation Alpha expects seamless digital experiences, personalized recommendations, and fast delivery. They are quick to adapt to new technology and are comfortable using a variety of devices and platforms to make purchases.

Retail brands need to understand and cater to these preferences to effectively engage with this generation. Let’s look at some brands targeting each of the three distinct Alpha age groups: baby, tween, and teen Alphas.

Baby Alphas: Parent-Driven Influence

For baby Alphas, parents (often Millennials) are buying products that align with their values and concerns while introducing the little tikes to brands and products that may carry forward through several stages of development. These products often represent a form of nostalgia for the parent. They’re also looking for products that are non-toxic, reducing pfas (forever chemicals), biodegradable, plant-based, low sugar, and cross-functional.

Results from recent research indicate that companies spend over $16 billion annually on marketing to tap into young children’s $286 billion influence on adult spending, Simplicity Parenting by Kim John Payne. Payne’s book also highlighted findings that children as young as 2 can recognize brands on shelves and that they have recognition of 300-400 brands by age 10.

Alpha-Powered Brands

Brands to Note

Lalo – Lalo was founded by two dads and appeals to parents who want products that work as hard as they do. Lalo’s primary products include a multifunctional highchair, a table and chair play set, and a baby bathtub, along with a variety of accessories. All the products are manufactured using non-toxic EVA and FDA-approved BPA-free plastics.

Little Spoon – Little Spoon appeals to parents of baby and toddler Alphas by providing them with a new approach to food. Using clean, organic ingredients and age-appropriate balanced nutrition with vegan, gluten-free, dairy-free, and vegetarian options and the goal of creating health habits from the start.

Lovevery – Lovevery creates toys designed to maximize the neurological development of babies and toddlers. The founders wanted “to help parents by giving them the toys and educational information they needed to help foster babies’ development through play and experiences.” The subscription company ships toys (and flash cards with info about how to use the toys with baby) every two months. Then, once baby turns one, the boxes ship every three months with a selection of activities.

Tween Alphas: Kid Influence Gains Momentum

Instead of earmarking pages in a Sears catalog, these kids have their own Amazon Wishlists and a loud voice in determining where their parents shop, what they buy, and where they eat. They value experiences over products, omnichannel experiences and profiles, meta experiences, and customizable products. Legacy brands are working hard to connect with this group and their parents.

“The way most companies look at consumers is ‘well, who’s got disposable income?’ We don’t look at it that way. We look at who is setting the agenda. Who is the future?” – Nike’s CEO, John Donahoe, told Vogue Business.

Brands to Note:

BusyKid – BusyKid is an app designed to help kids learn to budget and understand the value of money early. Kids earn money from their parents by doing chores, or parents can help enterprising tweens launch their own business. The kids get a Visa Spend Card they can use anywhere Visa is accepted, and parents see every transaction made, so kids and teens can learn how to spend wisely.

ToyBox – ToyBox is “empowering the next generation of young and creative minds by making cool technologies easy to use.” Tapping into a generation used to creating their own content, ToyBox gives kids the chance put together their own toys on the site, which are then 3D printed and shipped to them.

Ziggy Zaza – Ziggy Zaza is an Australian-based fashion retailer that ships worldwide.  The sustainable and environmentally conscious brand is “inspired by art, adventure and the wild and wonderful imagination of our children.”

Teen Alphas: Collaborative Purchasing

Throughout history, teens have been an influential consumer group. Remember Beatlemania? When brands can tap into that teen spirit and connect authentically with their target market, they can win big. Just ask billionaire Kylie Jenner, whose cosmetics empire markets directly to the teen girl demographic on social media.

Teen Alphas are influencers who not only have their own spending money, but also collaborate with their parents in making retail decisions, with a larger-than-expected voice in collaborative purchasing and family shopping.

Brands to Note

Roblox – Roblox is a social gaming platform with more than 52 million users, most of whom are under the age of 17. The app lets users play and create games, chat with others online and earn and spend virtual money. The platform also hosts live events like in-game concerts.

Hanna Andersson – Hanna Andersson targets the Alpha generation from infant through age 14 by offering sustainable, organic clothing made for play, with a focus on social responsibility, diversity, and inclusion.

Johnny – Johnny footwear is a Kickstarter company that was successfully funded and features the world’s first shoe that rapidly biodegrades underground and grows into an apple tree.

Harnessing their unparalleled command of technology, these digital natives are orchestrating a transformation in retail, unlike any seen in previous generations. As the cohort continues to grow up, retailers have an opportunity not just to adapt, but to flourish.

Kids aren’t the only ones with buying power these days; the pet retail economy is booming. Read more: https://consultasg.com/the-pet-retail-economy/

Bold Moves: The Evolution of Legacy Brands
Bold Moves: The Evolution of Legacy Brands 1440 428 ASG

Legacy brands face a specific problem when growth depends on reaching younger consumers. The brand equity that took decades to build with one generation does not automatically transfer to the next. Porsche, Lacoste, Nike, Ralph Lauren: each has had to rethink how its identity shows up across channels, formats, and experiences that did not exist when the brand was built.

The challenge is not awareness. Younger consumers know these brands. The challenge is relevance. Millennials and Gen Z evaluate brands differently. They expect presence across digital and physical environments. They reward authenticity and punish performative marketing. And with up to $70 trillion in spending power shifting to these generations, the stakes are not theoretical.

For retailers and brand operators managing multi-location portfolios, this is not just a marketing question. It is an execution question. How does a refreshed brand identity survive the transition from concept to store, from campaign to experience, from one location to hundreds?

What the $70 Trillion Wealth Transfer Means for Legacy Brand Strategy

The wealth transfer currently underway is shifting up to $70 trillion in spending power to Millennials and Gen Z. That is not just a marketing statistic. It is a forcing function for how established brands operate at the portfolio level.

Younger consumers do not just spend differently. They evaluate brands across channels simultaneously. They expect consistency between what they see on Instagram, what they experience in-store, and what they encounter on a brand’s website. For legacy brands managing dozens or hundreds of locations, that expectation creates an operational challenge that marketing alone cannot solve.

Brands that fail to adapt risk the trajectory of Sears: a gradual erosion of relevance that accelerates once it starts. But adapting is not simply a matter of refreshing creative. It requires rethinking how brand decisions get validated and executed across the portfolio.

How Ralph Lauren, Burberry, and Balenciaga Are Reaching Gen Z

Ralph Lauren changed its logo for the first time in the brand’s history. In a collaboration with Fortnite, the iconic polo rider sits atop the game’s pinata llama. That is not a minor creative refresh. It is a signal that one of fashion’s most established brands is willing to meet younger consumers in environments those consumers actually inhabit.

Burberry and Balenciaga have made similar moves, extending their brand presence into virtual environments and gaming platforms. The pattern is clear: legacy brands are following their customers into digital spaces that did not exist a decade ago.

The question for brand operators managing physical portfolios is how these digital brand expressions connect back to in-store experience. A customer who encounters your brand in Fortnite and then walks into a physical location expects coherence. That expectation creates a design and execution challenge that scales with the size of the portfolio.

Where Digital Strategy Meets Physical Execution for Legacy Brands

Brand equity built over decades now has to perform across channels that did not exist when the equity was earned. A customer might discover your brand on TikTok, research it on your website, and visit a physical location the same week. Each touchpoint either reinforces or undermines the brand promise.

For retailers operating 50 or more locations, this creates a specific operational problem. Digital campaigns can be updated in hours. Physical stores take months to refit. When brand expression shifts faster online than it does in-store, customers experience a disconnect. That disconnect erodes the trust that legacy status was supposed to guarantee.

The brands managing this well use data to inform their retail strategy and connect the dots. They track how digital engagement patterns vary by market, how in-store behavior correlates with online discovery, and where the gaps appear between brand intent and customer experience. That insight then shapes decisions about design, merchandising, and location strategy, so the physical portfolio keeps pace with the digital brand.

Why Gen Z Responds to Nostalgia in Retail Experiences

Gen Z are digital natives, but their relationship with physical retail is more engaged than many brand operators expect. This generation responds to experiences that feel tangible, specific, and rooted in a recognizable aesthetic. Nostalgia works because it offers exactly that.

Balenciaga leaned into noughties maximalism with a pink faux fur-clad London store. Coach staged a vintage drive-in cinema as the backdrop for a runway show. Old Spice opened a traditional barber shop concept with rotating celebrity barbers. Each example represents a brand investing in a physical experience that tells a story younger consumers want to participate in.

For brand operators, the question is repeatability. A one-off experiential activation generates press coverage. A themed retail concept that needs to work across 30 markets generates an execution challenge. How does the design intent survive contact with varying real estate constraints, local permitting, and construction timelines? That is where nostalgia stops being a marketing decision and starts being an operational one.

How to Measure Whether Your Brand Evolution is Working

Revenue alone does not tell you whether a brand evolution is succeeding. A spike in sales after a campaign launch could reflect curiosity, not loyalty. The metrics that matter track whether new audiences are staying.

Retention by age segment is the most direct indicator. If younger consumers try the brand but do not return within 90 days, the evolution has generated awareness without building a relationship. Cohort loyalty scores reveal whether repeat purchase behavior differs between the audiences you are trying to attract and the ones you already serve.

For retailers with physical portfolios, these metrics become actionable when they are connected to location-level data. If brand sentiment among 25-to-34-year-olds is strong in markets where you have recently refreshed store design but flat in markets with older formats, that tells you something specific about where to prioritize investment. The goal is to turn customer data into decisions about design, construction, and rollout sequencing.

Why Authenticity Determines Whether Brand Evolution Succeeds with Gen Z

Whether a legacy brand goes futuristic or nostalgic matters less than whether the effort feels earned. Gen Z consumers are highly attuned to performative marketing. A brand that launches a gaming collaboration without any prior presence in gaming culture gets skepticism, not loyalty.

When ASG surveyed Gen Z consumers directly, the responses were consistent. They said: be affordable, be present, be worthwhile. That translates to three operational requirements. Pricing architecture must reflect how this generation actually shops. Digital and physical presence must be synchronized. And every brand touchpoint must deliver enough value to justify the consumer’s time and attention.

“Nostalgia is making its way into how we spend our free time via streaming and social media. Metallica and Kate Bush are currently topping charts, each with songs released nearly 40 years ago. While many would attribute it to their recent airtime on Stranger Things / Tik Tok, we believe it’s something more significant. For many, this is their first introduction to these artists, leading a charge of discovery into a category of music and culture that many never experienced. It’s almost as if these songs were brand new.” – Chute Gerdeman

How to Manage Risk When Evolving a Legacy Brand Identity

Every brand evolution carries the risk of alienating existing customers while failing to convert new ones. The brands that manage this well share a common approach: they test before they commit.

That means piloting new brand expressions in select markets before rolling them across the portfolio. It means measuring customer response by segment, not just in aggregate. And it means maintaining clear governance over which elements of the brand identity are fixed and which are open to reinterpretation.

The operational discipline matters as much as the creative ambition. A refreshed store concept that works in a flagship location but cannot be adapted to smaller footprints or different lease structures creates more problems than it solves. Testing, measuring, and iterating at the market level before scaling ensures that brand evolution strengthens the portfolio rather than fragmenting it.

“Be affordable. Be present. Be worthwhile.”

When Gen Z consumers were asked what it takes for a legacy brand to earn their loyalty, the answers were direct: be affordable, be present, be worthwhile. Those three expectations translate into concrete operational requirements: pricing architecture that reflects how this generation shops, synchronized presence across digital and physical channels, and brand experiences that deliver enough value to justify attention.

Legacy brands that treat this as a marketing exercise will reach some of these consumers some of the time. The ones that treat it as an execution challenge, governing how brand decisions get made and validated across the portfolio, will build the kind of cross-generational loyalty that sustains growth.

Brands Inspiring Our Team Right Now
Brands Inspiring Our Team Right Now 1440 428 ASG

We love working with brands, and we’re constantly inspired by the brand landscape around us. We gathered some team members to share their insight into the brands that are moving them today and why.

Andrew Miller – Woolrich

Established in 1830: Born in Woolrich Pennsylvania- the brand equipped those with a passion for outdoors. “The Original Outdoor Clothing Company” is what they call themselves.

Woolrich has produced high-quality garments for over 190 years. Crafting fine and warm wool is their calling, and their mills have lent a helping hand during major historical moments. Woolrich made a big contribution by supplying socks, blankets, and coats to the US soldiers providing them warmth, comfort and quality during American civil war and WW1.

Being a native from PA and Woolrich within 20 minutes to my hometown – Woolrich was a brand growing up that I was educated on by my family. My great grandparents/ and grandparents always sporting their product. I’m grateful that I was gifted by my grandparents, jackets, socks, shirts growing up for holidays and birthdays which grew my interest and introducing me even closer to the brand. To this day and understanding the Woolrich brand given the history, quality, plus their mission makes a difference even more valuable when you understand what you are wearing. – to this day these are high quality pieces that I enjoy wearing time to time when the elements are right.

VALUES
American Heritage: Keeping true to their products and quality- mirroring the American dream: wear Woolrich to pursue your goals, regardless of the elements.

Iconic brand elements: The Buffalo Check, whose name was inspired by a herd of buffalo owned by the Woolrich designer who developed its distinctive red and black pattern, has been a symbol for Americana and workwear since its inception, and remains one of Woolrich’s most powerful visual codes from season to season.

Purposeful design: Their Product character is pure, considered, consistent. Woolrich collections embody a design sensibility of stylish durability. They unlock the privilege of a life lived outdoors- in nature and urban environments, and anything in-between.

Brand Mission/ Values:
Woolrich is committed to putting social responsibility at the forefront of everything they do. As a brand and company, they are committed to making a positive impact on the world around us, including by taking a respectful approach to their stakeholder relationships, encouraging environmental awareness, and promoting ethical business practices.

  • Sustainability
  • Diversity and inclusion
  • Charities
  • Responsible sourcing
  • Woolrich outdoor foundation
  • Code of ethics

Morecia – Linkedin

When I think of a brand that inspires me, I instantly think of something I use daily. In our society, social media presents us not only as a form of entertainment, but a great way to connect with people and keep up with hot topics and trends. Millions of people can connect with their relatives, lifelong friends, and even business professionals through social media. So, if you’re looking to network, LinkedIn is a great platform! Their mission is simple; to connect the world’s professionals to make them more productive and successful. I have personally connected with hundreds of people from different professions, from business to even healthcare. LinkedIn also is great for creating a space where professionals can reach out to you with job offers in fields that you may be qualified for. Having this social media presents on LinkedIn gave me the opportunity to meet with several hiring managers and that’s how I landed a job with Asset Strategies Group. I would highly recommend using LinkedIn, it’s a leading social media brand, it’s easily accessible, and you can make great connections with many different people.

Max – Gibson

I’m really digging Gibson Guitars right now. They already pull on my heartstrings as a musician… but they’ve taken their brand to another level. Gibson recently opened up a best-in-class retail experience, the Gibson Garage, loaded with exclusive products, events and even a chance to build your dream guitar. So they’re totally winning the retail thing. Not to mention they’ve really invested in their content production team, and they’re telling these amazing stories that guitar junkies (like myself) salivate over. Like all great brands, there’s a story to know and tell, and I feel that same sentiment with my guitars. I remember sinking every penny I had into my first Gibson, and it’s paid it’s worth back in priceless fashion ever since.

Zach – Homer

Homer is a luxury jewelry and accessory brand founded by Frank Ocean in 2018, starting commercially in 2021. The brand is constantly on the front end of avant-garde design, from catalogs to social media marketing, utilizing unconventional techniques and art to market the line. Homer also has a unique way of launching their collections: each collection is unannounced and launched randomly alongside pop-up stores appearing in big cities for an in-person experience. Homer’s products are very expensive, but having unannounced launches with limited product lends the brand a more curated touch rather than being strictly exclusive. The beautiful design behind the brand, combined with the sporadic launches that tend to be few and far between, give a one-of-a-kind, curated feel to the products provided.

Olivia – Dr. Martens

I’m not really brand loyal to anything and just don’t buy corporate speak, so there are few brands I really “connect” to. But my one ride-or-die brand is Dr. Martens. It’s been that way since I got my first pair when I was 14, which is wild that it was 10 years ago! I fell in love with the brand and the product when I put that first pair on. I love everything about them, honestly—the attitude they bring, authenticity, durability, and how they are still that classic work boot that they started off as. They’re still that same work boot that was designed in the 60s, but they have history and ties with the music industry and counterculture, and they’re inherently cool. The brand always does its own thing and has always been authentic to themselves. They know who they are and take pride in the product and history that they have. And I really connect with that because I have always done my own thing, authentic to myself. Dr. Martens were the first thing that I found that felt like it “fit” my style, that and my winged eyeliner, of course, so the brand is pretty special to me. Dr. Martens is an icon for a reason, and I’m sure it means something different to everyone, but those are just a handful of reasons why I admire it!

Also! It is so true how awful they are to break in! But they are so worth it because they are the most comfortable and dependable pair of shoes you’ll own. 😊 Another fun fact, I still have my first pair, and they are beat to hell, but are still perfect work boots, lol.

Steve Morris – Abercrombie & Fitch

Abercrombie & Fitch – a brand that was built on a cult of exclusivity to a total transformation to a brand that embraces inclusivity. Over the past decade, we’ve seen the brand change dramatically, from its image to its product and, ultimately, the store experience. That’s a lot of change, and for them to find success across each channel deserves some credit!

Louis So – Lego

Lego is my brand of choice. I got my 1st set of Legos from my parents when I was in kindergarten back in the 70s. Flash forward to modern times, where I can give my daughter her 1st Lego set years later. And, of course, it was nice, given that this was the 1st Lego set I bought for one of my own.

Lego continues to give us opportunities to build and foster our own imagination. Every block we touch is special, and we continue to build & tear them down repeatedly. Each Lego block allows our memories of imagination in the past, present, and future to visit us again. Lego brings us together, and it doesn’t matter where we tend to use them. Whether we build on the family dining table, on a car trip, on the living room carpet, a hospital bed with our kids, parents, grandparents, or friends, there will always be a place for Legos. Legos give us a way to heal, to love, to share, to collaborate, and most importantly, imagine.

The brand doesn’t stop at home either, as Lego continues to evolve into tons of activations. Legoland theme Park, Lego House, Lego Discover Center, Lego Retail Store, Lego Clothing, Lego life, Lego Education etc.. you get the point.

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