This case study analyzes the brand strategy of 'Elegant&Boldly,' a new fashion brand envisioned by Andy Torres. The study focuses on product assortment strategy, collection planning, and online distribution methods. The brand aims to offer a wide range of products, using a 'Go forth & be fabulous' strategy, with bodycon dresses, floral tops, and cropped tops identified as best-selling pieces appealing to the European market. The brand employs public relations tactics such as press coverage, VIP gifting, and discounts. Direct online distribution and social media marketing are key components of the online distribution strategy. References to academic sources on circular economy, sustainability, and assortment strategies support the analysis.
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