From the makers of the ubiquitous Stag umbrella
Fast Company has an interesting write up on the change in strategy by the makers of the Stag umbrellas. If you’re from Mumbai, you need no further introduction to the ubiquitous, black Stag umbrellas and the reasons to own one.
Threatened by cheaper products from China, the company switched from a low cost strategy to differentiation - offering specialized, high-quality products. The timing couldn’t be any better, the Indian consumer can definitely afford a premium on personalized umbrellas. On the other hand, corporates will be more than happy to give out branded umbrellas for free.
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