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商品編號： 9-523-077 出版日期： 2023/02/21 作者姓名： Deshpande, Rohit 商品類別： Marketing 商品規格： 3p 再版日期： 地域： Switzerland 產業： Apparel accessories;Retail trade 個案年度： 2022 - 2022
商品敘述：
In March 2022, the Swatch Group launched the MoonSwatch, born out of a secret in-house collaboration among its street Swatch and its luxury Omega brand, in tribute to one of Omega''s most legendary watches. The launch created a frenzy among watch fans worldwide, with huge lines forming outside of the select Swatch stores selling the product and with social media channels lighting up. The case discusses some of the initial reactions to the hyped Omega X Swatch product launch, which represented a break with the distinctive brand positioning strategy that the group had been known for so far.
涵蓋領域：
Branding;Manufacturing processes;Market segmentation;Marketing strategy;Product management;Product positioning
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