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.