Case study: Leona Handmade: transforming a local label into a luxury brand

Detalhes bibliográficos
Ano de defesa: 2023
Autor(a) principal: Grossi, Alice Simões
Orientador(a): Pereira, Luís Henrique
Banca de defesa: Não Informado pela instituição
Tipo de documento: Dissertação
Tipo de acesso: Acesso aberto
Idioma: eng
Instituição de defesa: Não Informado pela instituição
Programa de Pós-Graduação: Não Informado pela instituição
Departamento: Não Informado pela instituição
País: Não Informado pela instituição
Palavras-chave em Português:
Crochê
Luxo
Gestão
Marca
Palavras-chave em Inglês:
Crochet
Branding
E-commerce
Luxury
Management
Link de acesso: https://hdl.handle.net/10438/34671
Resumo: Leona Feito à Mão, founded by Alice Grossi in December 2020, translates heritage with its family history and the crochet craftsmanship passed down through generations. The brand's mission is to empower women artisans in southeast Brazil, particularly those who live in the rural areas in Minas Gerais. The company began creating affordable crochet clothing products with meaningful stories promoted on social media and its website. The brand cultivated a loyal customer base and achieved substantial growth during the first year of operations. However, the consumer shifting preferences prompted Leona to pivot the business towards the luxury market with the launch of the Catharina Bag, increasing the conversion rates. In the current scenario, the founder faces a strategic decision: continue entering the luxury market or explore alternative directions to maintain the business.
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spelling Grossi, Alice SimõesEscolas::EAESPFerreira, Viviane Moura RochaStrehlau, SuzanePereira, Luís Henrique2023-12-27T12:23:33Z2023-12-27T12:23:33Zhttps://hdl.handle.net/10438/34671Leona Feito à Mão, founded by Alice Grossi in December 2020, translates heritage with its family history and the crochet craftsmanship passed down through generations. The brand's mission is to empower women artisans in southeast Brazil, particularly those who live in the rural areas in Minas Gerais. The company began creating affordable crochet clothing products with meaningful stories promoted on social media and its website. The brand cultivated a loyal customer base and achieved substantial growth during the first year of operations. However, the consumer shifting preferences prompted Leona to pivot the business towards the luxury market with the launch of the Catharina Bag, increasing the conversion rates. In the current scenario, the founder faces a strategic decision: continue entering the luxury market or explore alternative directions to maintain the business.Leona Feito à Mão, fundada por Alice Grossi em Dezembro de 2020, traduz a herança com sua história de família e a arte do crochê passada por gerações. A missão da marca é empoderar mulheres artesãs no sudeste do Brasil, especialmente aquelas que vivem nas zonas rurais em Minas Gerais. A empresa começou a criar produtos de vestuário em crochê acessíveis, com histórias marcantes divulgadas nas redes sociais e no próprio site. A marca cultivou uma base de clientes leais e alcançou um crescimento substancial durante o primeiro ano de operações. No entanto, as mudanças nas preferências dos consumidores levaram a Leona a direcionar o negócio para o mercado de luxo com o lançameno da Bolsa Catharina, aumentando as taxas de conversão. No cenário atual, a fundadora enfrenta uma decisão estratégica: continuar entrando no mercado de luxo ou explorar direções alternativas para manter o negócio.engCrochetBrandingE-commerceLuxuryManagementCrochêLuxoGestãoMarcaAdministração de empresasComércio eletrônicoBranding (Marketing)Pequenas e medias empresas - AdministraçãoLuxoCrochêCase study: Leona Handmade: transforming a local label into a luxury brandinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/openAccessreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVORIGINALCase Study_ Leona Handmade_ Tranforming a Local Label into a Luxury Brand.pdfCase Study_ Leona Handmade_ Tranforming a Local Label into a Luxury Brand.pdfPDFapplication/pdf980058https://repositorio.fgv.br/bitstreams/acec6fa9-366e-45aa-8876-02147c1d3b36/download6f2cf10938e805de0d3924250dffee67MD51LICENSElicense.txtlicense.txttext/plain; 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dc.title.eng.fl_str_mv Case study: Leona Handmade: transforming a local label into a luxury brand
title Case study: Leona Handmade: transforming a local label into a luxury brand
spellingShingle Case study: Leona Handmade: transforming a local label into a luxury brand
Grossi, Alice Simões
Crochet
Branding
E-commerce
Luxury
Management
Crochê
Luxo
Gestão
Marca
Administração de empresas
Comércio eletrônico
Branding (Marketing)
Pequenas e medias empresas - Administração
Luxo
Crochê
title_short Case study: Leona Handmade: transforming a local label into a luxury brand
title_full Case study: Leona Handmade: transforming a local label into a luxury brand
title_fullStr Case study: Leona Handmade: transforming a local label into a luxury brand
title_full_unstemmed Case study: Leona Handmade: transforming a local label into a luxury brand
title_sort Case study: Leona Handmade: transforming a local label into a luxury brand
author Grossi, Alice Simões
author_facet Grossi, Alice Simões
author_role author
dc.contributor.unidadefgv.por.fl_str_mv Escolas::EAESP
dc.contributor.member.none.fl_str_mv Ferreira, Viviane Moura Rocha
Strehlau, Suzane
dc.contributor.author.fl_str_mv Grossi, Alice Simões
dc.contributor.advisor1.fl_str_mv Pereira, Luís Henrique
contributor_str_mv Pereira, Luís Henrique
dc.subject.eng.fl_str_mv Crochet
Branding
E-commerce
Luxury
Management
topic Crochet
Branding
E-commerce
Luxury
Management
Crochê
Luxo
Gestão
Marca
Administração de empresas
Comércio eletrônico
Branding (Marketing)
Pequenas e medias empresas - Administração
Luxo
Crochê
dc.subject.por.fl_str_mv Crochê
Luxo
Gestão
Marca
dc.subject.area.por.fl_str_mv Administração de empresas
dc.subject.bibliodata.por.fl_str_mv Comércio eletrônico
Branding (Marketing)
Pequenas e medias empresas - Administração
Luxo
Crochê
description Leona Feito à Mão, founded by Alice Grossi in December 2020, translates heritage with its family history and the crochet craftsmanship passed down through generations. The brand's mission is to empower women artisans in southeast Brazil, particularly those who live in the rural areas in Minas Gerais. The company began creating affordable crochet clothing products with meaningful stories promoted on social media and its website. The brand cultivated a loyal customer base and achieved substantial growth during the first year of operations. However, the consumer shifting preferences prompted Leona to pivot the business towards the luxury market with the launch of the Catharina Bag, increasing the conversion rates. In the current scenario, the founder faces a strategic decision: continue entering the luxury market or explore alternative directions to maintain the business.
publishDate 2023
dc.date.accessioned.fl_str_mv 2023-12-27T12:23:33Z
dc.date.available.fl_str_mv 2023-12-27T12:23:33Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://hdl.handle.net/10438/34671
url https://hdl.handle.net/10438/34671
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
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MD5
repository.name.fl_str_mv Repositório Institucional do FGV (FGV Repositório Digital) - Fundação Getulio Vargas (FGV)
repository.mail.fl_str_mv
_version_ 1799582990024572928

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