VIDEO: Precious stones, precious people. Extending a Luxury Brand

16 Mar
16/03/2016
Foto del profilo di Luana Carcano

by Luana Carcano

SDA Professor of Strategic and Entrepreneurial Management

In 1884, Sotirio Bulgari founded Bulgari and the first store of jewelry in via Condotti was opened in Rome. Since then, the brand has set a steady growth path around the core business. In 2001, they launched the first Bulgari hotel in Milan in joint venture with Ritz-Carlton. How did they manage to establish a luxury product-based brand in the luxury hospitality business?

In this interview Attilio Marro, Director of Operations at Bulgari Hotels and Resorts and Luana Carcano, Director of the MBA Full-Time Luxury Business Management Track at SDA Bocconi share their ideas on how to move successfully across different businesses and from goods to services while staying true to your DNA and heritage.

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1 risposta
  1. Foto del profilo di Sonia Sbolzani
    Sonia Sbolzani says:

    Intervista interessante, ma è opportuno ragionare seriamente sugli eventuali limiti alla brand extension, con l’obiettivo di non svilire il concetto di lusso e, quel che è peggio, “annoiare” i consumatori finendo per devitalizzarne i desideri. Di troppa diversificazione si può morire.

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