Bynd Artisan: A retail luxury brand’s journey of innovation and transformation

Bynd Artisan: A retail luxury brand’s journey of innovation and transformation

Set in May 2020, this case describes the entrepreneurial journey of Bynd Artisan (Bynd), a Singapore-based atelier that sold premium paper and leather goods. Founded by Winnie Chan and James Quan in October 2014 as an entity distinct from Chan’s traditional paper and leather goods family business, B...

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Bibliographic Details
Main Authors: TULI, Kapil R., MITTAL, Sheetal
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2021
Subjects:
Brand management
Luxury brands
Product lines
Brand Architecture
Marketing channels
Brand positioning
Marketing
Online Access:https://ink.library.smu.edu.sg/cases_coll_all/353
https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-21-BATCH%20%5BPDF-Pic%5D/SMU-21-0006%20%5BBynd%20Artisan%5D/SMU-21-0006%20%5BBynd%20Artisan%5D.pdf?CT=1621843462286&OR=ItemsView
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Institution: Singapore Management University
Language: English

Internet

https://ink.library.smu.edu.sg/cases_coll_all/353
https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-21-BATCH%20%5BPDF-Pic%5D/SMU-21-0006%20%5BBynd%20Artisan%5D/SMU-21-0006%20%5BBynd%20Artisan%5D.pdf?CT=1621843462286&OR=ItemsView

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