This proposal presents a 10-year expansion strategy for Bottega Veneta, aiming at doubling the brand’s revenues while strengthening its brand equity. Our main concern for this strategy was to determine where to expand the brand’s offering and where to reduce it, while staying true to the brand’s heritage and identity.

Our strategy aims at refocusing the brand and taking it back to its core competencies, by for instance removing product categories that do not best contribute to the BV brand proposition and elevating our position in the connoisseur brand category, in order to communicate relability, competency, and quality to our target consumer. Our strategy also focuses on encouraging brand loyalists and new customers looking for refined, understated luxury to engage with the brand, be it through experiences, services, or customization; in order to foster interactions within the brand's universe and reinforcing the brand community.

Personal roles: research, analysis, critical & creative thinking, marketing insights.

Credit:

Teammates: Ashita Dobariya, Ben Clark, Abby Alsdurf

Professor: Alessandro Cannata.