To maximize their effectiveness, color cases should be printed in color. Jeremy Moon, CEO of Icebreaker, merino wool, outdoor apparel manufacturer, believed the company could be a big hit in the United States, despite the presence of entrenched rivals. But Icebreaker clearly needed a new distribution approach. One option was to position Icebreaker as a brand selling fashionable sportswear. A second option was to mirror the strategy that had been effective in New Zealand--distributing through outdoor and snow sports retailers. A final option was to delay U.S. retail distribution and sell exclusively over the Internet, using direct-to-customer advertising. Case has color exhibits.

【書誌情報】

ページ数：16ページ

サイズ：A4

商品番号：HBSP-806006

発行日：2005/7/15

登録日：2011/1/25