Strategic Expansion Plan: David Yurman India
As part of my MA in Luxury and Brand Management at SCAD, I developed a comprehensive market entry strategy for David Yurman’s expansion into India. This capstone project proposed launching the brand’s first flagship boutique at DLF Emporio in New Delhi, supported by a one-week luxury pop-up at Palladium Mall, Mumbai. Grounded in qualitative and quantitative research, including consumer surveys, in-depth interviews, industry benchmarking, and competitive analysis, the strategy was designed to resonate with affluent Indian millennials and Gen Z. The plan featured a curated product assortment including the Signature Cable, Starburst, and an India-exclusive capsule collection, supported by localized storytelling and omni-channel outreach. The project also included a detailed retail layout, a Tata CLiQ Luxury partnership plan, and a one-year financial forecast outlining revenue, marketing investment, and operating costs. This project showcases my ability to integrate cultural insight, branding, and strategic planning for luxury market growth.
