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Abu Jani Sandeep Khosla: Sustaining an Indian Luxury Brand
內容大綱
Saudamini Mattu was the chief executive officer of Abu Jani Sandeep Khosla (AJSK), a successful Indian luxury brand specializing in luxe couture, interior design, and wedding decor. The brand had roots in ancient Indian embroidery, and its story was inextricably linked with the personalities of its founders, Abu Jani and Sandeep Khosla, who thought of themselves as revivalists creating luxury products and experiences using designs with an Indian ethos. The luxury brand had deeply resonated with its loyal customer base for over three decades, but AJSK had to now address the relevance and sustainability of its brand story. Mattu therefore had to evaluate whether AJSK’s brand story was relevant in the constantly shifting luxury market, and recraft the brand story for the House of AJSK, while considering missed opportunities and the viability of the business model of a creative organization in a challenging economic scenario.
學習目標
This case was developed for use in graduate-level courses on luxury brand marketing and management, to help students understand the evolution of the brand stories of luxury brands. It may also be used in courses that address how luxury brands create value and how creative organizations function. The case is also suitable for executive education courses. After working through the case and assignment questions, students will be able to do the following:<ul><li>Analyze the brand story of a much-loved Indian luxury brand with roots in Indian heritage.</li><li>Understand how a luxury brand story became intertwined with the brand owners’ personalities.</li><li>Explore trends impacting luxury apparel consumption in India and globally.</li><li>Decipher how value is created by a luxury brand for the consumer.</li><li>Interpret the opportunities and challenges brought forth by the expansion and diversification of luxury brands.</li><li>Understand the need to recraft a luxury brand’s story for the modern luxury customer.</li></ul>