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