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

Brioni

By: David E. Bell
  • Format:Print
  • | Language:English
  • | Pages:24
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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.)

About The Author

David E. Bell

Marketing
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