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"Carolina Herrera" Internationalization Strategy: Democratic Luxury or Maximum Exclusiveness?

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  • Domingo Calvo Dopico
  • Cristina Calvo Porral

Abstract

The Company Carolina Herrera has identified a market niche that demands garments, apparel and accessories and to which it can offer a somewhat differentiated product with excellent quality. This market niche is the target of several companies such as Loewe and Vuitton, which may be clearly identified as the leading companies and worldwide references. In this scenario, the question of which internationalization strategy must be pursued to access the luxury fashion product market should be raised. A Benchmarking analysis was carried out for the purpose of identifying best commercial performances of leading worldwide Brand names to determine the marketing planning strategy. Results show the companies’ recognition of a globalised luxury and the discovery of a global market niche with huge growth potential, such as luxury handbags, make us state that there are still growth opportunities that have not been exploited.

Suggested Citation

  • Domingo Calvo Dopico & Cristina Calvo Porral, 2011. ""Carolina Herrera" Internationalization Strategy: Democratic Luxury or Maximum Exclusiveness?," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 3-26.
    • Handle: RePEc:ers:journl:v:xiv:y:2011:i:2:p:3-26
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    References listed on IDEAS

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    More about this item

    Keywords

    Internationalization; Benchmarking; Branding; Fashion Markets;
    All these keywords.

    JEL classification:

    • L21 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Business Objectives of the Firm
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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