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  • March 2018
  • Teaching Note
  • HBS Case Collection

Mavi: Fashioning a Path to Brand Growth

By: Jill Avery and Gamze Yucaoglu
  • Format:Print
  • | Language:English
  • | Pages:25
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Abstract

Mavi, a leading Turkish apparel retailer, had sales of $419 million in 2015, up 20%. Growth rates like these were becoming routine at Mavi. But, its path to growth was getting more challenging, and Turkven, Mavi’s private equity partner, was planning its exit 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 its brand to move up-market and/or down-market? Which type of brand value proposition offered the most future promise for brand extension: 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 as it was extended into new areas. Teaching Note for HBS No. 517-075.

Keywords

Retailing; Fashion; Brand; Brand Management; Brand Extension; Brand Equity; Private Equity; Marketing; Marketing Strategy; Brands and Branding; Growth and Development Strategy; Decision Choices and Conditions; Retail Industry; Fashion Industry; Turkey; Europe

Citation

Avery, Jill, and Gamze Yucaoglu. "Mavi: Fashioning a Path to Brand Growth." Harvard Business School Teaching Note 518-094, March 2018.
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About The Author

Jill J. Avery

Marketing
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More from the Authors
  • Case Study: Should a Dollar Store Raise Prices to Keep Up with Inflation? By: Jill Avery and Marco Bertini
  • Volt Lines: Leading a B2B Service Provider through a Crisis (C) By: Navid Mojir and Gamze Yucaoglu
  • Volt Lines: Leading a B2B Service Provider through a Crisis (B) By: Navid Mojir and Gamze Yucaoglu
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