Kate Spade New York: Will Expansion Deepen or Dilute the Brand?
Below are the available bulk discount rates for each individual item when you purchase a certain amount
Register as a Premium Educator at hbsp.harvard.edu, plan a course, and save your students up to 50% with your academic discount.
Publication Date:
January 14, 2015
Industry:
Retail & Consumer Goods
Source:
Columbia Business School
In 2012 Kate Spade New York’s executive management believed that KSNY’s brand equity could be further leveraged to benefit from explosive growth in the global luxury accessories market. Tasked to provide input on how to achieve this goal, the marketing team considered both how to expand the demographics of their customer base and how to brand any new products designed to target these new customers. Based in part on the company’s own market research and interviews with President and Chief Marketing Officer Mary Beech, this case asks students to consider the course of action that would allow KSNY to preserve its established brand identity while continuing to grow sales among its loyal customer base.
If you’d like to share this PDF, you can purchase copyright permissions by increasing the quantity.
Copyright © 2021 Harvard Business School Publishing. All rights reserved. Harvard Business Publishing is an affiliate of Harvard Business School.
Kate Spade New York: Will Expansion Deepen or Dilute the Brand?
Research & References of Kate Spade New York: Will Expansion Deepen or Dilute the Brand?|A&C Accounting And Tax Services
Source