Product details

The case traces the growth of Patrizia Pepe into a leading brand in the middle/high market range thanks to an innovative business model: advanced quick fashion. In the structure of Patrizia Pepe's market offering, two production flows run parallel: seasonal make-to-order collections and a quick fashion element, consisting of weekly collections that are on display every week for retailers in the company's diffusion showrooms. The positioning of Patrizia Pepe is different, both with respect to quick-fashion chains like Zara or H&M - because Patrizia Pepe offers quality and a distinctive style - and with respect to traditional designer brands - because symbolic gratification is similar but Patrizia Pepe has the price edge, speed and proximity to the market. After having described the business policies that the company followed to reach its innovative positioning, the case concludes with a discussion on the long term sustainability of the Patrizia Pepe brand versus the competition coming both from the stylistic upgrading of quick fashion retailers in the mass market, and the improved efficiency of traditional designer brands' supply chains.