Publications
Publications
- February 2003 (Revised April 2003)
- HBS Case Collection
Brioni
By: David E. Bell
Abstract
Should Brioni, an internationally known, exclusive men's suit manufacturer and retailer extend its line to include women's apparel? The opportunity is to enter a much larger and profitable market. The dangers are: 1) compromising the existing image, and 2) failing to recognize the quite different organizational demands of the women's fashion business. Includes color exhibits.
Keywords
Brands and Branding; Segmentation; Expansion; Profit; Risk Management; Demand and Consumers; Fashion Industry
Citation
Bell, David E. "Brioni." Harvard Business School Case 503-057, February 2003. (Revised April 2003.)