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Onefinestay: Building a Luxury Experience in the Sharing Economy, Teaching Note
Avery, Jill; Keinan, AnatTeaching Note HBS-520092-EMarketingTeaching note for case 515072.Starting at €0.00
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La Martina: Leveraging Polo's Luxury Lifestyle
Keinan, Anat; Miguel, Maria Fernanda; Crener, SandrineCase HBS-515085-EMarketingFounded in 1984 in Buenos Aires, Argentina, La Martina has grown from a high-end polo equipment company into a global fashion brand with operations in 56 countries. Polo, which is not only a sport but also a way of life, is at the core of the brand DNA. Polo is a unique sport with a long history and strong culture that the brand intends to protect, preserve, and share with as many people as possible. The world of polo has traditionally conjured u...Starting at €8.20
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Leveraging Polo's Luxury Lifestyle (Spanish version)
Keinan, Anat; Miguel, Maria Fernanda; Crener, SandrineCase HBS-216S06MarketingFounded in 1984 in Buenos Aires, Argentina, La Martina has grown from a high-end polo equipment company into a global fashion brand with operations in 56 countries. Polo, which is not only a sport but also a way of life, is at the core of the brand DNA. Polo is a unique sport with a long history and strong culture that the brand intends to protect, preserve, and share with as many people as possible. The world of polo has traditionally conjured u...Starting at €8.20
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Mauboussin
Keinan, Anat; Crener, Sandrine; Azoulay, AudreyCase HBS-515076-EMarketingMauboussin is a French jewelry brand founded in 1827 in Paris. In the 1920's, the company earned a huge notoriety for capturing the aesthetic and emotional dimension of the Art Deco movement in its design and gained a world-wide reputation for innovation and expertise in the realm of colored stones. Known as the designer for royalty and Hollywood stars, Mauboussin was a legendary jeweler but became complacent and lost its clients. Taken over in 2...Starting at €8.20
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Repositioning the Brand (Spanish version)
Keinan, Anat; Avery, Jill; Wilson, Fiona; Norton, Michael I.Case HBS-513S34MarketingWell-established fashion brand Eileen Fisher has traditionally appealed to older women. However, to drive growth, Eileen Fisher's management team wants to target a younger demographic and has revamped its Fall product line to offer more fashionable styles to appeal to younger women. But, repositioning the brand has proven to be harder than expected. This case explores the challenges of appealing to new target markets, without alienating existing ...Starting at €8.20
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Jimmy Choo
Keinan, Anat; Crener, SandrineCase HBS-515073-EMarketingJimmy Choo is a British luxury accessories brand, specializing in shoes, handbags, accessories, and fragrances. Founded in 1996 in London by couture shoe designer Jimmy Choo and Vogue accessories editor Tamara Mellon OBE, the brand enjoyed immediate success and rapidly acquired a sophisticated clientele. The brand's reputation as a celebrity favorite helped fuel its rapid international expansion and in the early 2010s Jimmy Choo had a store netwo...Starting at €8.20
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Shang Xia: The Creation of a Chinese Luxury Lifestyle Brand
Keinan, Anat; Crener, Sandrine; Xu, Jing; Borgerson, Janet; Schroeder, Jonathan; Wu, ZhiyanCase HBS-517032-EMarketingThe case traces the birth of Shang Xia, a joint venture between the Herm s Group and Chinese designer Jiang Qiong Er. Launched in 2009 in Shanghai, the new brand's core mission is to revive and promote China's 5,000-year-old cultural heritage and leverage Chinese craftsmanship to design contemporary products. Describing the brand evolution over its first eight years of existence, the case allows for an exploration of the challenges associated wi...Starting at €8.20
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1436: The First Pure Chinese Luxury Fashion Brand
Keinan, Anat; Crener, Sandrine; Chang, Hannah H.Case HBS-517100-EMarketingThe case traces the birth of 1436, a new luxury brand specialized in cashmere garments. It describes how this venture emerged organically out of a combination of manufacturing and retail expertise with the ambition of creating the first pure Chinese luxury brand. The brand name was inspired by the measurement of superfine baby cashmere fibre (14 micrometers in diameter and 36 millimeters in length). It is estimated that only 2 out of 1,000 grams ...Starting at €8.20