The Cashmere Collection: launching a new brand

Abstract

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.

Citation

Lightfoot, W.S. and Cohen, C. (2009), "The Cashmere Collection: launching a new brand", Journal of Chinese Entrepreneurship, Vol. 1 No. 1, pp. 65-74. https://doi.org/10.1108/17561390910916895