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How can a hard luxury retailer create a private brand of fine jewellery: the case of Boutique dos Relógios Plus
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Resumo(s)
Boutique dos Relógios Plus is a Portuguese hard-luxury retailer whose main focus is the retail of luxury watches. Recently the company launched a private brand of jewellery that is now aiming to expand. The focus of the current Work Project is to understand what the target of this brand should be, the styles and materials that the jewels should be made of, and where and how communication should be done. All this information constitutes the main recommendations for Boutique dos Relógios Plus. Data was obtained from primary sources by interviewing Sales Associates and by store-observations.
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Luxury Luxury jewellery Boutique dos Relógios plus Portuguese brand Direct research