Innovation Strategy to Control and Grow a Global Niche Market: China’s Design Queen Guo Pei in the French Haute Couture Industry

Innovation Strategy to Control and Grow a Global Niche Market: China’s Design Queen Guo Pei in the French Haute Couture Industry

  • Case
  • Teaching Notes
Abstract

On the catwalk, mythological dragons take center stage in creations by Guo Pei, founder of Rose Studio. As founder of one of the first design studios in China, Guo Pei soon became the designer of choice for celebrities, with a reputation for innovative clothes. In the West, Guo Pei broke into the international scene when she dressed pop star Rihanna for the Met Gala. This case illustrates how an innovation strategy in a limited market niche can put a successful practitioner in the position of a practical monopoly.

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