HBS: New Brand Strategy & Store Check

Prior to conceiving, manufacturing and launching a new product (footwear) on the market, various aspects should be considered. In this case, our preliminary analysis focussed on the identification of the criteria that make a product innovative and interesting for the reference target, and on the development of a highly selected distribution network with “trend maker” features. After selecting the most significant potential markets, an on-site investigation strategically suggested a distinctive and innovative approach to the project.