S.T.Dupont – The Renaissance of a French Luxury Brand: Building a Strong Brand across All Touchpoints for Sustainable Growth Case Solution
This case is about INTERNATIONAL BUSINESS
PUBLICATION DATE: January 30, 2017
Paris-based S.T.Dupont is taken part in the produce, advertising and sale of luxury goods for women and men, including lighters, pens, jewelry, leather goods, eyewear, watches, belts, fragrances and formal and casual attire. Founded in 1872 by an entrepreneurial French professional photographer and carriage-maker, the business started creating luxury leather baggage for successful aristocrats. It was owned and handled by the same family until the 1970s, when it was promoted to the American multinational Gillette.
A decade later, it was offered to Hong Kong conglomerate Dickson Concepts. Having mainly lost its brand identity, S.T.Dupont languished until 2006, when a new control team based in Paris properly switched the company around with a special marketing and marketing method.
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