Bottega Veneta is an Italian Luxury brand, well - known for its leather goods. It was founded in 1966 in Veneto and headquartered in Vicenza. The region, in northeastern Italy, known for its entrepreneurial spirit. The name "Venetian Atelier" represents its origins. The location specific DNA is supported by equally powerful codes, such as the discreet labelling and the Intrecciato technique that became the brand's signature. Always loyal to its heritage, the turning point for the brand came in 2001, when the brand was acquired by the Gucci Group (which was later bought by PPR, now called Kering). Later Tomas Maier, was appointed as the creative director of Botega. The brand was in a dilemma. How to manage its "Stealth Luxury" DNA, while being acquired by the French luxury goods holding company, which main goal was growth and profitability. Lien vers l'article
SOM, A. (2016). Bottega Veneta: "Stealth" Luxury. ESSEC Business School.
Mots clés : #Italy,-leather,-luxury-goods,-Kering-Group,-Maier,-emerging-markets,-tradition,-brand-DNA,-logo-strategy,-exclusivity,-M&A,-international-expansion,-Intrecciato,-brand-signature,-Stealth-Luxury, #Strategy-and-General-Management