LORO PIANA in Saudi Arabia

This project, part of our Corporate Strategies class, required us to develop a strategy for introducing the luxury brand Loro Piana into the emerging Saudi Arabian market. The assignment focused on understanding the factors influencing the international positioning of luxury brands, analyzing strategies for differentiation in the global market, and studying successful cases of international brand expansion. We delved into the key aspects of the Saudi market, including its religious, cultural, and economic environment, as well as geographical positioning, such as the hot desert climate and the social preference for modest clothing. To adapt Loro Piana’s offerings, we proposed a range tailored for travelers heading to colder regions, addressing the growing trend of Saudis seeking snow destinations to escape the heat. We also examined the distribution strategy, recommending Saudi Jawahir Trading Company, a well-established player in luxury brands, as a partner for seamless market entry. Furthermore, we analyzed the challenges and potential in the Saudi market, referencing the KSA BCG study and considering the shift in the supplier landscape under Vision 2030, highlighting the opportunities for luxury brands in this rapidly evolving market.

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