S.T.Dupont - The Renaissance of a French Luxury Brand: Building a Strong Brand across All Touchpoints for Sustainable Growth
Paris-based S.T.Dupont is engaged in the manufacture, marketing and sale of luxury goods for men and women, including lighters, pens, jewelry, leather goods, eyewear, watches, belts, fragrances and casual and formal attire. Founded in 1872 by an entrepreneurial French photographer and carriage-maker, the company began making luxury leather luggage for wealthy aristocrats. It was owned and managed by the same family until the 1970s, when it was sold to the American multinational Gillette. A decade later, it was sold to Hong Kong conglomerate Dickson Concepts. Having largely lost its brand identity, S.T.Dupont languished until 2006, when a new management team based in Paris successfully turned the company around with a unique branding and marketing strategy. Please visit the dedicated case website http://cases.insead.edu/stdupont to access supplementary material.