DMK: Rebranding a footwear brand to connect with millennials and Gen Z
This case study begins in October 2022, two years after Sophia and Eileen Goh, who were sisters, rebranded the footwear company to expand its customer base from baby boomers and Gen X to millennials and Gen Z. The footwear brand was originally positioned as a workwear brand, specifically to cater to...
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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2023
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| Online Access: | https://ink.library.smu.edu.sg/cases_coll_all/444 https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-23-BATCH%20%5BPDF-Pic%5D/SMU-23-0002%20%5BRebranding%20DMK%5D/SMU-23-0002%20%5BRebranding%20DMK%5D.pdf?CT=1687711095030&OR=ItemsView |
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| Institution: | Singapore Management University |
| Language: | English |