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Published cases (2016), ESSEC Business School

Moschino: When Luxury meets Pop Culture

Kuhn Nina, SOM Ashok

Unlike most luxury brands, Moschino is founded during the most eccentric and colorful decade of the 20th century. - How did the rebel of the fashion industry manage to create an eponymous world-known luxury brand? What is Moschino most valuable competence? - Can "cheap" be luxury? - Are Moschino designs fashionable (fashion industry) or timeless (luxury industry)? What does the success of Moschino tell about the luxury industry nowadays? - Can the brand rely on its eccentric identity in a time when luxury customers seek elegance and refined Link to the article

KUHN, N. and SOM, A. (2016). Moschino: When Luxury meets Pop Culture. ESSEC Business School.

Keywords : #Luxury, #Affordable-Luxury, #US, #Portfolio-Management, #Global-Operations, #International-Management, #International-Expansion, #Trading-up-and-trading-down, #Core-Competencies, #Brand-Identity, #Restructuring, #Turnaround-Management, #Growth-Strategies, #End-of-a-Legacy, #Left-and-Right-Brain, #Licensing, #Strategy-and-General-Management