The Blonde Salad

By: and and and

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Synopsis
In 2014, Chiara Ferragni, a globe-trotting founder of the world's most popular fashion blog The Blonde Salad, had to decide how to best monetize her blog as well as her shoe line called the "Chiara Ferragni Collection". A year earlier, Ferragni, together with her team, had already made a decision to transform her blog into an online lifestyle magazine and to build its positioning as a high-end brand. It meant that The Blonde Salad envisaged to only cooperate with a limited number of luxury fashion advertisers, inevitably reducing the blog's revenues. Ferragni considered changing the revenue-generating model by incorporating an online market place within The Blonde Salad, but which strategy and timeline would she need to achieve her aim? Should Ferragni's shoe line, a separate company with a different ownership structure, be merged with The Blonde Salad or was it desirable to keep the two apart?
Copyright:
2015

Book Details

Book Quality:
Publisher Quality
Publisher:
Harvard Business Publishing
Date of Addition:
Copyrighted By:
HBS
Adult content:
No
Language:
English
Has Image Descriptions:
No
Categories:
Nonfiction, Business and Finance
Submitted By:
Bookshare Staff
Usage Restrictions:
This is a copyrighted book.

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