Nowadays the luxury fashion industry has changed significantly. New brands are
entering the industry, there is maturation of the existing markets and the phenomenon of
‘Luxury democratization’ with new wealthy elites having access to luxury has been
observed. Moreover due to globalization and digital revolution there is market
expansion and the needs of consumers change constantly. A new world of luxury has
been shaped, with tough competition among the existing brands which in order to
maintain their market position and profits, they need to apply efficient strategies and
business models. In this dissertation the main purpose was, keeping in mind all these
information, to propose an appropriate strategy business model which the Miranda
Konstantinidou company would follow in order to enter and expand further in the
luxury industry. The thesis applied a research based on semi structured interviews of the
company’s key whole sales customers in order to identify the brand’s market position,
its strengths and weaknesses. Combining the findings with well known brands’
strategies and business models, the internationalization strategy was proposed and in
order to support this strategy a complete plan of action was presented, with the
following four dimensions: Manufacturing capacity, expansion of the brand’s product
portfolio, distribution channels and market communication.
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