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  • May 2017 (Revised August 2021)
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Mavi: Fashioning a Path to Brand Growth

By: Jill Avery and Gamze Yucaoglu
  • Format:Print
  • | Language:English
  • | Pages:21
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Abstract

This case examines the strategic choices and business model with regards to branding at Mavi, a leading Turkish apparel retailer. The case is presented from the perspective of the company CEO and its global brand director who is also part owner. In 2015, Mavi had sales of $419 million, up 20% from the previous year. Growth rates like these were becoming routine at Mavi. But, the path to growth was getting more challenging, and Turkven, Mavi’s private equity partner, was planning its options after seven years of investment. There were three growth levers Mavi could pull, but each involved selecting one growth path while neglecting another. Should the company invest in growth domestically or internationally? Should they change the price positioning of the brand to move upmarket or down market? Which value proposition offered the most future promise: functional differentiation, lifestyle differentiation, or celebrity endorsement? Managers realized that these choices would not only determine the company’s short-term growth trajectory, but also shape the longer-term value of the Mavi brand.

Keywords

Brand Management; Brand Architecture; Brand Portfolio Strategy; Brand Positioning; International Expansion; Retailing; Fashion; Pricing; Fast Fashion; Emerging Economies; Brand Extension; Marketing; Marketing Strategy; Brands and Branding; Emerging Markets; Growth and Development Strategy; Expansion; Global Range; Decision Choices and Conditions; Fashion Industry; Retail Industry; Turkey; Europe; Asia

Citation

Avery, Jill, and Gamze Yucaoglu. "Mavi: Fashioning a Path to Brand Growth." Harvard Business School Case 517-075, May 2017. (Revised August 2021.)
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About The Author

Jill J. Avery

Marketing
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Related Work

    • March 2018
    • Faculty Research

    Mavi: Fashioning a Path to Brand Growth

    By: Jill Avery and Gamze Yucaoglu
    • May 2017 (Revised August 2021)
    • Faculty Research

    Mavi: Fashioning a Path to Brand Growth

    By: Jill Avery and Gamze Yucaoglu
Related Work
  • Mavi: Fashioning a Path to Brand Growth By: Jill Avery and Gamze Yucaoglu
  • Mavi: Fashioning a Path to Brand Growth By: Jill Avery and Gamze Yucaoglu
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