In 1982, Saab started his first atelier in Beirut and started designing exquisite wedding dresses and luxury evening gowns. His career was fuelled by his gift for design throughout the 1980s. In the 1990s, Saab continued to expand his business by organizing exclusive fashion shows in Europe and going to a bigger atelier in Beirut. In 2000, he opened showroom and a salon in Paris to raise his cosmopolitan and international clientele. A main store in Paris opened in March 2007. In June 2010, Elie Saab (ES) started its first flagship shop in the Gulf region in Dubai's prestigious Dubai Mall. This new flagship store augmented the brand's presence in the United Arab Emirates, making its products more accessible to the local and international shoppers in the region.
The organization planned to raise its global retail existence through opening additional shops in major cities around the globe, including the USA and Asia. While notable growth was being witnessed by the business, management was coping with the challenge of selecting the right partners, identifying new markets with the greatest growth potential and, most of all, protecting the brand from dilution. From the beginning, its aim was to "attract, select and maintain customers who place value on high end, one of a kind designs created from the best fabrics and materials." The instance covers the challenges and opportunities of the organization as it expands globally.
PUBLICATION DATE: July 26, 2012 PRODUCT #: W12092-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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