Subject category:
Marketing
Published by:
OMNES EDUCATION Group
Length: 42 pages
Data source: Field research
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Abstract
The ‘Maison Fabre’ is a famous family business dealing with luxury leather gloves. After numerous renowned collections and a very good resistance to the ups and downs of the market, the Fabre brothers are definitely pondering over the various changes to be brought in order to make their company evolve. Designing new products has become a key strategy because international competitors and also delocalised French hand-crafted brands are now worldwide and therefore the worries due to cost differentiation are brewing Aware that they must react, they are determined to commercialise brand new products. But what novelty is there to bring, when the sole core of the business is ‘gloves’? Ranges of leather goods have already had their outlet and today’s market is overburdened and very innovating products would necessitate a lot of money in manufacturing and advertising and the company would not cope. Both brothers being nature-lovers and happy to open a boutique in the ‘Cour des Senteurs’ (‘Fragrance Promenade’) at Versailles, they are dreaming of new perspectives.
About
Abstract
The ‘Maison Fabre’ is a famous family business dealing with luxury leather gloves. After numerous renowned collections and a very good resistance to the ups and downs of the market, the Fabre brothers are definitely pondering over the various changes to be brought in order to make their company evolve. Designing new products has become a key strategy because international competitors and also delocalised French hand-crafted brands are now worldwide and therefore the worries due to cost differentiation are brewing Aware that they must react, they are determined to commercialise brand new products. But what novelty is there to bring, when the sole core of the business is ‘gloves’? Ranges of leather goods have already had their outlet and today’s market is overburdened and very innovating products would necessitate a lot of money in manufacturing and advertising and the company would not cope. Both brothers being nature-lovers and happy to open a boutique in the ‘Cour des Senteurs’ (‘Fragrance Promenade’) at Versailles, they are dreaming of new perspectives.