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נקודות ציון בהתפתחות המותג PowerPoint PPT Presentation


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DK נוסדה בשנת 1984 על ידי דונה קארן ובעלה. DKNY נוסדה בשנת 1988 כמענה לצורך בקו צעיר וספורטיבי יותר. בשנת 1996 החברה הונפקה לציבור. בשנת 2001 נרכשה על ידי תאגיד הענק הצרפתי LVMH. נקודות ציון בהתפתחות המותג.

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נקודות ציון בהתפתחות המותג

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DK 1984 .

DKNY 1988 .

1996 .

2001 LVMH.


DKNY :

DKNY Jeans

DKNY Active

DKNY Kids

DKNY Baby

City DKNY


DK , .

1994 .

1999 ' .

1998 - .

2001 " .


1999 '


1998 -


2001 "


DKNY


((Retailer

.

50% .

(Distribution)

.

.

((Royalty

+ .

(Agent)

.



LVMH DKNY retailer distribution.

2001 DKNY .

.

.


???


DK 2002.

.

Royalty:

DKNY agency fee.

, .

DKNY .

WIN - WIN


.

= T.C.O.

, = (I) .

=

(Q) .


Q + I

V=

T.C.O

Sasser

  • V= value

  • Q= quality

  • I = image

  • T .C.O = Total Cost of Ownership

V


:

.

DKNY


.

.

4 20 , 10 .

DKNY


DKNY

"


DKNY

"


4


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