Publications
Publications
- March 2018
- HBS Case Collection
Mavi: Fashioning a Path to Brand Growth
By: Jill Avery and Gamze Yucaoglu
Abstract
Mavi, a leading Turkish apparel retailer, had sales of $419 million in 2015, up 20%. Growth rates like these were becoming routine at Mavi. But, its path to growth was getting more challenging, and Turkven, Mavi’s private equity partner, was planning its exit options after seven years of investment. There were three growth levers Mavi could pull, but each involved selecting one growth path while neglecting another. Should the company invest in growth domestically or internationally? Should they change the price positioning of its brand to move up-market and/or down-market? Which type of brand value proposition offered the most future promise for brand extension: functional differentiation, lifestyle differentiation, or celebrity endorsement? Managers realized that these choices would not only determine the company’s short term growth trajectory but also shape the longer term value of the Mavi brand as it was extended into new areas. Teaching Note for HBS No. 517-075.
Keywords
Retailing; Fashion; Brand; Brand Management; Brand Extension; Brand Equity; Private Equity; Marketing; Marketing Strategy; Brands and Branding; Growth and Development Strategy; Decision Choices and Conditions; Retail Industry; Fashion Industry; Turkey; Europe
Citation
Avery, Jill, and Gamze Yucaoglu. "Mavi: Fashioning a Path to Brand Growth." Harvard Business School Teaching Note 518-094, March 2018.