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商品編號： 9-316-086 出版日期： 2016/06/15 作者姓名： Avery, Jill;Junker, Tonia;Beyersdorfer, Daniela 商品類別： Marketing 商品規格： 24p 再版日期： 2021/11/01 地域： 產業： 個案年度： 2015 - 2015
商品敘述：
Longchamp''s Le Pliage is one of the fashion world''s most successful products, a cultural icon across the globe. But managing the low priced, nylon handbag is challenging as Longchamp tries to move its brand upmarket into higher priced, luxury leather goods. How much should Longchamp focus on Le Pliage versus its leather handbags? How should the subbrand be distributed, merchandised, priced, and promoted? How does Le Pliage both contribute to and detract from Longchamp''s brand equity?
涵蓋領域：
Brand management;Consumer marketing;Product lines;Product distribution;Marketing strategy
相關資料：
Case Teaching Note, (5-517-046), 26p, by Jill Avery
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