Brand Extension through Management Decision Skills
Suppose you are senior manager with the Italian luxury goods house best known for its leather goods with the signature leather-weaving technique called intrecciato. Bottega Veneta was founded in 1966 and grew renown over time thanks to its craftsmanship and the appeal of its discreet, no-logo design, following its tag line "When your own initials are enough". In the 90s, the brand had abandoned its understated ethos and ventured into more trend-driven fashion territory, resulting in a decline of its popularity and luxurious perception. With the new creative director Thomas Maier in 2001 (in the course of the acquisition by Gucci Group/ PPR), the brand returned to its original identity: he removed visible logos, focused on the signature intrecciato weave and artisanry instead and made the brand live up to earlier success.
Meanwhile, Bottega Veneta is successfully offering a broad range of products including leather goods, women's and men's ready-to-wear, fine jewellery, furniture, fragrance and more.
You are responsible for the development of the product portfolio and the board is asking you to enhance the brand's success by broadening Bottega Veneta's product offer. Would you follow the board's request and extend the product range? Explain your decision. Please base your recommendation on a sound analysis of opportunities and potential threats of extending the brand.
In case you decide on extending the brand: Which strategic decisions would you take? Which categories could you imagine? What is important to consider when extending the brand? Feel free to include additional aspects in your reasoning.
In case you decide not to extend the brand: How would you pursue the goal of enhancing the brand's success other than by extending the brand? What other measures would you take to enhance the brand's success? Feel free to include additional aspects in your reasoning.