CABAÏA: The marketing strategy of a committed brand

The case study focuses on the development and distribution policy pursued by French brand Cabaïa, created in 2015.
Initially positioned as a Digital Native Vertical Brand (DNVB) specialising in colourful, modular and sustainable accessories and backpacks, the brand has successfully built an original business model based on product innovation, digital experience and community proximity.

The cas contains detailed information on Cabaïa's history, marketing mix and strategic choices, as well as developments in the backpack market.
Learners are asked to analyse the brand's marketing strategy and Cabaïa's ability to maintain the consistency of its identity by expanding its model to phygital.

- Understand the potential of the French backpack market and Cabaïa's market share
- Analyse the brand's desired vs perceived positioning and its segmentation choices
- Identify the key variables of the marketing mix and assess the role of phygital for a DNVB
- Propose growth opportunities that preserve the digital DNA while optimising physical expansion

Backpack market - DNVB - Phygital - Positioning - Marketing-mix

M1, M2
Masters spécialisés
MBA
Cadre

Luggage and fashion accessories

PPT debriefing (55 slides)

Année de la problématique : 2025

Livraison : Livraison par lien de téléchargement

Nombre de pages : 11 avec 5 page(s) annexe(s)

Temps d'utilisation : plus de 3 heures

Code du secteur d'activité : 17 - Industrie textile