Shivan and Narresh, growing luxury markets in and out of India

Atlas-AFMI Label "recommended of pedagogical interest"

Shivan & Narresh is typical of the new fast growing luxury brands from India. Created by two smart and ambitious young designers in 2010, it met great initial success in India, promoting beachwear to a target of wealthy Indian women previously deprived from the experience of wearing such garments. Profoundly innovative and traditional, the brand has a unique personality. Sustaining fast growth at home and contemplating international markets is a primary concern for young Indian luxury brands. However, the specificities of Indian consumer behavior for a very culture-bound product, question the capabilities of the firm to attract non-Indian consumers abroad.

- To expose students to the realities of the luxury sector in India characterized by unmatched unique and complex features compared to other luxury emerging markets (China, Russia, the Emirates...).
- To develop students' creative capabilities in building the personality of a young Indian luxury brand.
- To evaluate students' competencies in terms of international marketing analysis and strategic decisions to be made to grow abroad.

Made in India, Indian retailing, luxury branding, Shivan & Naresh, international marketing strategy, marketing in emerging markets, international business

M1, M2 et mastères spécialisés - MBA et Executive MS - Formation continue

Luxury

This case is enriched by a detailed teaching note including a 34-slide debriefing.

Année de la problématique : 2015

Livraison : Livraison par lien de téléchargement

Nombre de pages : 29 avec 9 page(s) annexe(s)

Temps d'utilisation : 3h00 (de 1h30 à 3h)

Code du secteur d'activité : 17 - Industrie textile