In 2014, Chiara Ferragni, a globe-trotting founder of the globally most famous trend site The Blonde Salad, needed to determine how to best produce her blog in addition to her shoe line called the "Chiara Ferragni Collection". A year earlier, Ferragni, together with her team, had already made a choice to assemble her blog's positioning as a high-end brand and to transform it into an internet lifestyle magazine.
It means that The Blonde Salad looks to coordinate with the restricted variety of luxury fashion advertisers, inevitably reducing the earnings of the blog. Ferragni considered changing the revenue-creating model by integrating an online market place within The Blonde Salad, but which strategy and timeline would she need to attain her goal? Should Ferragni's shoe line, a different company with a different ownership structure, be combined with The Blonde Salad or was it desirable to maintain the two apart?
The Blonde Salad case study solution
PUBLICATION DATE: January 09, 2015 PRODUCT #: 515074-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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