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Competing Against Bling (HBR Case Study)
Nason, Stephen; Salvacruz, Joseph; Stevenson, J.P.Article HBS-R1703X-EMarketingWei Song oversees Greater China for Rochat & Schmid, a 100-year-old Swiss maker of luxury timepieces. China is a critical market for the firm, but sales of watches have stalled there. The firm's competitors are going after China's luxury shoppers, who are younger and flashier than the traditional customer base, with new gem-encrusted products that offer "bling." To compete with them, Pearl Zhang, Song's VP of marketing, wants to launch a campaign...Starting at €8.20
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Competing Against Bling (Commentary for HBR Case Study)
Nason, Stephen; Salvacruz, Joseph; Stevenson, J.P.Article HBS-R1703Z-EMarketingWei Song oversees Greater China for Rochat & Schmid, a 100-year-old Swiss maker of luxury timepieces. China is a critical market for the firm, but sales of watches have stalled there. The firm's competitors are going after China's luxury shoppers, who are younger and flashier than the traditional customer base, with new gem-encrusted products that offer "bling." To compete with them, Pearl Zhang, Song's VP of marketing, wants to launch a campaign...Starting at €8.20
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Competing Against Bling (HBR Case Study and Commentary)
Nason, Stephen; Salvacruz, Joseph; Stevenson, J.P.Article HBS-R1703N-EMarketingWei Song oversees Greater China for Rochat & Schmid, a 100-year-old Swiss maker of luxury timepieces. China is a critical market for the firm, but sales of watches have stalled there. The firm's competitors are going after China's luxury shoppers, who are younger and flashier than the traditional customer base, with new gem-encrusted products that offer "bling." To compete with them, Pearl Zhang, Song's VP of marketing, wants to launch a campaign...Starting at €8.20
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UNIQLO: Relaunching +J Collection
Yuri Taira; David Hardisty; Rui Jorge B. Basto da Silva; William Thomas CarneCase IVEY-W26671-EMarketing, StrategyFast Retailing Co. Ltd.’s UNIQLO brand (UNIQLO) was planning to relaunch +J, its collaboration with the legendary high-end designer Jil Sander in the fall of 2020; however, the COVID-19 pandemic began in March of that year, causing many consumers to spend less on clothes and more on essentials. Just like the first launch of the +J collection in 2009, this launch would once again happen during a global recession. The affordable street fashion bran...Starting at €8.20