Moving Upmarket in Apparel and More

Student Price: 
$11.00 (€9.79)
Area of Study: 
North America
New Market Penetration, Product Development, Innovation, Channel Development, Growth
Distributed by the Global Jesuit Case Series
Average rating: 

Marc Katz, CEO of CustomInk, makes the simple observation that people tend to be more appreciative of higher quality products, like a high-quality performance wear pull-over, rather than the least expensive sweatshirt they could find. CustomInk would like to be known for high-quality apparel and assorted products from various other categories like drinkware and pens, and other branded accessories. This case challenges students to consider new product development for CustomInk and to suggest a go-to-market plan for these new high-end products.

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