East Coast Lifestyle: Expanding a Regional Apparel Brand
(7 pages of text)
In its first three years, East Coast Lifestyle, a Nova Scotia-based apparel company and one of Canada's fastest-growing business ventures, sold more than 500,000 products and received plenty of publicity from celebrities who wore its gear. To continue its substantial growth, the company needed a market that offered room for expansion. In early 2017, the 25-year-old chief executive officer faced several options, including developing the company’s Canadian brand portfolio with West Coast Lifestyle; expanding its main brand, East Coast Lifestyle, into the United States; and licensing the brand abroad. The real question was which strategy to pursue, and more importantly, how to implement the chosen strategy and roll it out.
This case is suitable for undergraduate, MBA, and executive education courses in marketing management. Ideally it would be used later in a course, after students have gained familiarity with marketing strategy fundamentals, which are applied in the novel context of national and international brand development. After completing the case, students will be able to
- develop strategies to handle the demand and rapid growth of a regional enterprise while operating within a limited marketing budget;
- identify the logistical challenges of geographical expansion and managing multiple brands; and
- propose a marketing plan for expansion that meets an organization’s specific business goals.
Canada; Japan; South Korea; United States, Small, 2017
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