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Displaying 1 - 4 of 4 results

DMK: Rebranding a Footwear Brand to Connect with Millennials and Gen Z

by Patricia Lui, Jovina Ang, Lipika Bhattacharya
Discipline:
Brand image
This case study begins in October 2022, two years after Sophia and Eileen Goh, who were sisters, rebranded the footwear company to expand its customer base from baby boomers and Gen X to millennials and Gen Z.
The footwear brand was originally positioned as a workwear brand, specifically to cater...
S$6.00

Popular Bookstore: Evolving into an Omni-Channel Retailer

by Geoffrey da Silva, CW Chan
Discipline:
Competitive Strategy
In 2020, amid the coronavirus pandemic, Chou Cheng Ngok, CEO of Popular Holdings Limited, a local multiproduct bookstore in Singapore, wanted to develop an omni-channel retail strategy to make up for the loss of foot traffic at the store. The book industry was already changing rapidly due to...

Gucci: Staying Relevant in Luxury over a Century

by Nirmalya Kumar, Sheetal Mittal
Discipline:
Marketing
This case describes the journey of Gucci, a hundred-year-old luxury fashion brand, and how over the years it has reinvented its designs and marketing strategy to grow its market dominance world-wide.
In 2015, Gucci’s dismal performance over two successive years led the fashion house to rejig its...
S$6.00

Bynd Artisan: A Retail Luxury Brand’s Journey of Innovation and Transformation

by Kapil Tuli, Sheetal Mittal
Discipline:
Brand management
Set in May 2020, this case describes the entrepreneurial journey of Bynd Artisan (Bynd), a Singapore-based atelier that sold premium paper and leather goods. Founded by Winnie Chan and James Quan in October 2014 as an entity distinct from Chan’s traditional paper and leather goods family business,...
S$6.00

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