Caste study: bally shoes..re-launch

Bally is renowned for its unique luxury products, representing style, value and quality to a demanding clientele. From its beginning, Bally has emerged as the first truly global luxury goods company. Bally was founded in the Swiss hamlet of Schönenwerd in 1851 by Carl Franz Bally. The original family business was making ribbons, but Carl decided to shift production to shoes following a trip to Paris where he was seduced by a …

…market. Over the past decade, the growth rate of the luxury goods market - which is estimated at around Euro 80 billion in 2003 - far exceeded that of the world economy, and it continues to offer remarkable opportunities for continued development. In this dynamic market, not all competitors perform evenly. Facing heightening competition and increasingly demanding consumers, only the strongest, best-managed brands, such as LVMH, are able to widen their competitive edge and gain market share.