Herschel Case Update

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For Social Media & Mobile Marketing Strategy from Oxford University Press

Herschel Supply Company

  1. Read the case on page 26 of Social Media & Mobile Marketing Strategy.
  2. What would you recommend for Herschel’s social
  3. media strategy in the US at this point?
  4. Would it be possible to grow the business in China?
  5. What are the obstacles to growth in the US and China?

The company is expanding, and continues to rack up partnerships with valuable global brands. They now sell their bags and laptop sleeves through Apple’s highly curated stores and online, including Apple stores in China, which is the next chapter. So far, Herschel has only established a couple of small taste maker relationships, such as with Lane Crawford, which sells high-end brands (Jimmy Choo, Givenchy and so on) into Hong Kong, Beijing, Shanghai and Chengdu.

“Although we sell in all the surrounding countries around China, we’re really still strategically coming up with a plan for how we’re going to execute the business in China. You have one chance for a first impression, and when we enter the Chinese market, we’re going to make sure the first impression is on point,” Lyndon says. “We’re just scratching the surface.”

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Sources: Euromonitor Passport and http://www.theglobeandmail.com/report-on-business/rob-magazine/how-vancouvers-herschel-sells-millions-of-bags-worldwide/article26423150/

 

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