이탈리아 가구기업의 브랜드전략에 관한 연구

A Study on Brand Strategy of Italian Furniture Companies: Focused on B&B Italia and Kartell

Italian furniture companies play a leading role in the world furniture market and are acknowledged as good design trend leader. Their craftsmanship which has been handed down from the past is thoroughly applied to the process of design and production. Two well-known furniture companies in Italy, B&B Italia and Kartell , are chosen as a case study model to grasp the key of their success. In general and objective material collecting and researching, this study aims at understanding the method of the advanced corporations design development, marketing strategy and brand identity. This study is expected to use as a research material for Korean furniture industry to escape from the serious depression after IMF shock.