Brand Extension Strategy in Response to Declining Birth Rates and an Aging Society

Brand Extension Strategy in Response to Declining Birth Rates and an AgingSociety:From a Babywear Brand to a Life-Cycle-Oriented Invisible Care Brand1. BackgroundTaiwan and many Asian markets are experiencing structural demographicchanges:Continuously declining birth ratesRapid growth of the elderly populationIncreasing caregiving pressure within familiesUnder these conditions, a brand focused solely on infant and children’s apparelfaces natural limitations to future growth.However, infants and elderly individuals share highly similar needs in terms ofcomfort, safety, and daily care, creating a natural opportunity for brandextension.