Please use this identifier to cite or link to this item:
Title: “Carolina Herrera” internationalization strategy : democratic luxury or maximum exclusiveness?
Authors: Porral, Cristina Calvo
Dopico, Domingo Calvo
Keywords: Fashion -- Spain
Branding (Marketing)
Benchmarking (Management)
Dress accessories
Luxury goods industry
Issue Date: 2011
Publisher: University of Piraeus. International Strategic Management Association
Citation: Porral, C. C., & Dopico, D. C. (2011). “Carolina Herrera” internationalization strategy : democratic luxury or maximum exclusiveness? European Research Studies Journal, 14(2), 3-26.
Abstract: The Company Carolina Herrera has identified a market niche that demands garments, apparel and accessories and to which it can offer a somewhat differentiated product with excellent quality. This market niche is the target of several companies such as Loewe and Vuitton, which may be clearly identified as the leading companies and worldwide references. In this scenario, the question of which internationalization strategy must be pursued to access the luxury fashion product market should be raised. A Benchmarking analysis was carried out for the purpose of identifying best commercial performances of leading worldwide Brand names to determine the marketing planning strategy. Results show the companies’ recognition of a globalised luxury and the discovery of a global market niche with huge growth potential, such as luxury handbags, make us state that there are still growth opportunities that have not been exploited.
Appears in Collections:European Research Studies Journal, Volume 14, Issue 2

Files in This Item:
File Description SizeFormat 
ERSJ,_14(2)_-_A1.pdf511.64 kBAdobe PDFView/Open

Items in OAR@UM are protected by copyright, with all rights reserved, unless otherwise indicated.