DECISION SHEET
ELIE SAAB: GROWTH OF A GLOBAL LUXURY BRAND
Protagonist: Elie Saab, founder, and chairman of ELIE SAAB (ES), a global luxury brand
known for haute couture and ready-to-wear collections.
Case Facts:
1. Elie Saab's rapid growth in the ready-to-wear market, with a significant increase in
revenues in recent years.
2. The company's distribution strategy, including company-owned stores, multi-brand
retailers, and department stores across the world.
3. The in-house production of all haute couture gowns and evening dresses in Paris and
Beirut, showcasing the brand's commitment to craftsmanship.
4. The brand's presence at high-profile events like the Academy Awards, generating
significant media coverage and celebrity endorsements.
5. Challenges faced by luxury fashion houses due to the shift towards more casual
dressing and the need to finance costly runway shows.
6. Plans for expanding the brand's retail presence globally by opening stores in major
cities and exploring new markets.
Problem Statement: The brand needs to balance its rapid growth in the ready-to-wear
market with maintaining its exclusivity and luxury image in the face of changing consumer
trends and market dynamics.
Decision Problem: How can ELIE SAAB sustain its growth momentum in the ready-to-wear
market while preserving its exclusivity and luxury positioning, especially in the context of
evolving consumer preferences and market challenges?
Criteria:
1. Brand Image and Exclusivity: Ensuring that any decision aligns with maintaining the
brand's luxury image and exclusivity.
2. Market Expansion: Evaluating the potential impact of strategies on expanding into
new markets while retaining brand value.
3. Financial Performance: Assessing the financial implications of decisions on revenue
growth, profitability, and return on investment.
4. Customer Engagement: Considering how decisions will impact customer satisfaction,
loyalty, and brand perception.
Alternatives:
1. Limited Edition Collections: Introduce limited edition collections to create exclusivity
and cater to high-end clientele.
2. Personalized Customer Experiences: Enhance personalized services and experiences
for customers to reinforce the brand's luxury image.
3. Collaborations with Influencers: Partner with influencers and celebrities to reach new
audiences while maintaining brand prestige.
4. Sustainable Fashion Initiatives: Embrace sustainable practices in production and
marketing to appeal to environmentally conscious consumers.
ANALYSIS:
Brand Image Market Financial Customer TOTAL
and Expansion Performance Engagement
Exclusivity
Limited 4 3 3 2 12
Edition
Collections
Personalized 4 3 4 4 15
Customer
Experiences
Collaborations 4 2 2 3 11
with
Influencers
Sustainable 3 3 2 3 11
Fashion
Initiatives
Final Decision:
Based on the analysis, the recommended alternative is Personalized Customer Experiences.
This choice aligns with maintaining brand image and exclusivity, supports market expansion
through enhanced customer engagement, and ensures financial sustainability by fostering
customer loyalty and satisfaction.
SUSHMITA NATH
2327058
