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Case
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Reference no. 316-0263-1
Published by:
ESSEC Business School (2018)
Version:
25 January 2018
Length:
26 pages
Data source:
Published sources
Abstract:
Bottega Veneta is an Italian Luxury brand, well-known for its leather goods. It was founded in 1966 in Veneto and headquartered in Vicenza. The region, in northeastern Italy, is known for its entrepreneurial spirit. The name 'Venetian Atelier' represents its origins. The location specific DNA is supported by equally powerful codes, such as the discreet labelling and the Intrecciato technique that became the brand's signature. Always loyal to its heritage, the turning point for the brand came in 2001, when the brand was acquired by the Gucci Group (which was later bought by PPR, now called Kering). Later Tomas Maier, was appointed as the creative director of Botega. The brand was in a dilemma. How to manage its 'Stealth Luxury' DNA, while being acquired by the French luxury goods holding company, whose main goal was growth and profitability. The case discusses the following questions: (1) How did Italian luxury brands evolve and what was Italy's role in making them successful? (2) Within the Italian context, why do you think Bottega Veneta made a mark by itself? (3) Do you think the acquisition of Bottega Veneta by the Gucci Group made a difference? If so, why? If not, why not? (4) What is your opinion about French multibrand conglomerates buying Italian brands? How efficiently are they managing these acquisitions? (5) With the knowledge of the Italian brands, would you suggest Italian entrepreneurs to build more Italian brands? If yes, why? If not, why not?
Learning objectives:
1. Understanding the Italian Luxury Market, and how the 'country of origin' effect plays an important role in the luxury sector. 2. Evaluating the strategy of Bottega Veneta that it uses to distinguish itself from its competitors and how it created a new strategy called 'stealth luxury'. 3. Analyzing how the changes in the management of the company, that happened after its acquisition by the Kering Group made it the second most coveted brand of the Kering Luxury Group.
Settings:
Italy, Luxury, 1000-5000 employees
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