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The Cashmere Collection: launching a new brand

Purpose – The purpose of this paper is to provoke further research and analysis into what it takes to successfully start and grow a new global venture, which sources a product in China, and resells it in Europe and the USA. Design/methodology/approach – This paper explores the early stages of the establishment of a new venture, and a new brand. The venture – Zelective, was founded by two MBA students working on an applied research project that was then turned into a company located in the Principality of Monaco. Importing their cashmere clothing from Inner Mongolia, China, this small firm has enjoyed significant success by designing a line of clothing that is colorful, sexy, and distinctive, while also executing a sales and marketing strategy that has increased their brands awareness, and consequently, their sales to some top tier retailers in Europe. Findings – The next challenge for the firm is to expand their efforts, while maintaining the provocative edge. Originality/value – This case provides insight into the challenges of starting up a new venture which sources product from China. Students have a series of questions which are designed at having them research the opportunities for Zelective moving forward, helping them determine the firms growth strategy. This case can be used in a wide range of context, from marketing, sales, and brand management, to strategy and logistics. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Chinese Entrepreneurship Emerald Publishing
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