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商品編號： 9-515-074 出版日期： 2015/01/09 作者姓名： Keinan, Anat;Maslauskaite, Kristina;Crener, Sandrine;Dessain, Vincent 商品類別： Marketing 商品規格： 25p 再版日期： 地域： 產業： Apparel accessories;Apparel industry;Publishing industry 個案年度： -
商品敘述：
In 2014, Chiara Ferragni, a globe-trotting founder of the world''s most popular fashion blog The Blonde Salad, and Riccardo Pozzoli, her co-founder and business partner, had to decide how to best monetize her blog as well as her shoe line called the "Chiara Ferragni Collection". A year earlier, Ferragni and Pozzoli had already made a decision to transform her blog into an online lifestyle magazine and to build its positioning as a high-end brand. It meant that The Blonde Salad envisaged to only cooperate with a limited number of luxury fashion advertisers, inevitably reducing the blog''s revenues. Ferragni and Pozzoli considered changing the revenue-generating model by incorporating an online market place within The Blonde Salad, but which strategy and timeline would she need to achieve her aim? Should Ferragni''s shoe line, a separate company with a different ownership structure, be merged with The Blonde Salad or was it desirable to keep the two apart?
涵蓋領域：
Authenticity;Brand management;Branding;Business models;Consolidation;Digital marketing;Internet;Product positioning;Social media;Start-ups
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