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  • October 2015 (Revised October 2016)
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Paez

By: Jill Avery, Maria Fernanda Miguel and Laura Urdapilleta
  • Format:Print
  • | Language:English
  • | Pages:19
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Abstract

Paez, an Argentine start-up fashion brand, sold traditional alpargatas, a sleepy shoe category that suddenly woke up when U.S. company TOMS borrowed the traditional alpargata design, covered it with fashionable colors and prints, and tied it to a social cause. Paez's founders were keenly aware of the present and future challenges they faced due to the resources and capabilities of their well-capitalized and marketing-savvy competitor. How could a small brand compete against a company that had captured the hearts and minds of consumers? Which brand positioning concept should Paez choose to best capture consumers' attention and interest and compete against TOMS? How would the choice of positioning affect the rollout of Paez' distribution strategy and its product line strategy?

Keywords

Brands; Brand Management; Brand Positioning; Entrepreneurship In Emerging Markets; Retailing; Fashion; Competitive Strategy; Marketing; Advertising; Brands and Branding; Marketing Strategy; Entrepreneurship; Competition; Fashion Industry; Retail Industry; Argentina; Spain

Citation

Avery, Jill, Maria Fernanda Miguel, and Laura Urdapilleta. "Paez." Harvard Business School Case 316-085, October 2015. (Revised October 2016.)
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About The Author

Jill J. Avery

Marketing
→More Publications

Related Work

    • February 2017
    • Faculty Research

    Paez

    By: Jill Avery
    • October 2015 (Revised October 2016)
    • Faculty Research

    Paez

    By: Jill Avery, Maria Fernanda Miguel and Laura Urdapilleta
Related Work
  • Paez By: Jill Avery
  • Paez By: Jill Avery, Maria Fernanda Miguel and Laura Urdapilleta
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