Hierarchy:
The hierarchy illustrated below (figure 1) organizes the
brand portfolio of the Cavalli brands starting with the Roberto Cavalli high
end luxury brand. Then Just Cavalli.
Both offer ready to wear garments for both women and men and has
expanded the collection to include hand bags, accessories, fragrances, time
wear, and eye wear. Roberto Cavalli Class is slightly lower in quality and
price than Just Cavalli and also offers products for men and women. Roberto
Cavalli Teen and Newborn is available for boys and girls and, although the
target demographic is younger, the lines project an identity and image that is
cohesive with the overall Roberto Cavalli brand. The Cavalli brand promotes
depth through expansion into other markets. Through diversification and strong
quality control, the Roberto Cavalli brand has maintained its popularity and
strong reputation among customers which contributes to higher demand and higher
value.
Figure 1
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