Brioni

David E. Bell

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Case | HBS Case Collection | February 2003 (Revised April 2003)

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;

Language: English

Format: Print

24 pages

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