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"Carolina Herrera" Internationalization Strategy: Democratic Luxury or Maximum Exclusiveness?

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  • Domingo Calvo Dopico
  • Cristina Calvo Porral
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    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.

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    Bibliographic Info

    Article provided by European Research Studies Journal in its journal European Research Studies Journal.

    Volume (Year): XIV (2011)
    Issue (Month): 2 ()
    Pages: 3-26

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    Handle: RePEc:ers:journl:v:xiv:y:2011:i:2:p:3-26

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    Related research

    Keywords: Internationalization; Benchmarking; Branding; Fashion Markets;

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    1. Carol J. Simon & Mary W. Sullivan, 1993. "The Measurement and Determinants of Brand Equity: A Financial Approach," Marketing Science, INFORMS, vol. 12(1), pages 28-52.
    2. Warren J Bilkey & George Tesar, 1977. "The Export Behavior of Smaller-Sized Wisconsin Manufacturing Firms," Journal of International Business Studies, Palgrave Macmillan, vol. 8(1), pages 93-98, March.
    3. Barwise, Patrick & Robertson, Thomas, 1992. "Brand portfolios," European Management Journal, Elsevier, vol. 10(3), pages 277-285, September.
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