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  • February 2003 (Revised April 2003)
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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.)
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About The Author

David E. Bell

Marketing
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More from the Author
  • In-housing Digital Marketing at Sprint Corp. By: David E. Bell, Rajiv Lal and Olivia Hull
  • Danone: Changing the Food System By: David E. Bell, Federica Gabrieli, Daniela Beyersdorfer, Amy Klopfenstein and Aldo Sesia
  • Bayer Crop Science By: David E. Bell, Michael Norris and Mel Martin
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