How "brand tourists" can grow sales

• Autores: Silvia Bellezza, Anat Keinan
• Localización: Harvard business review, ISSN 0017-8012, Vol. 92, Nº 7-8, 2014, págs. 27-28
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • The article discusses how exclusive brands can increase their sales by moving "downmarket" without diminishing their prestige or alienating existing customers. The authors suggest various ways to cater to new, non-core customers in a way that differentiates the newcomers from a brand's core clientele. Examples are cited for apparel-maker Lululemon, fashion label Prada, and jeweler Bulgari.