Brand Portfolio Approach in Fashion Business: Cases of Armani Group & Gucci Group
Abstract
The article examines and analyzes the existed management practice of global designer brands, using the examples of Armani Group and Gucci Group. The model of brand portfolio matrix structure based on such variables as profit and time is proposed. The proposed model is possible to apply to mono- and multi-brands portfolios in fashion business.
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References
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Published
2006-10-18
How to Cite
Andreeva, A. N. (2006). Brand Portfolio Approach in Fashion Business: Cases of Armani Group & Gucci Group. Russian Management Journal, 4(3), 125–154. Retrieved from https://rjm.spbu.ru/article/view/625
Issue
Section
Practice of Management
License
Articles of the Russian Management Journal are open access distributed under the terms of the License Agreement with Saint Petersburg State University, which permits to the authors unrestricted distribution and self-archiving free of charge.
