Question

Topic: Branding

Horizontal Or Vertical Marketing?

Posted by Anonymous on 1/30/2023 at 9:53 AM ET 125 Points
Hey, I stumbled over the following article:

Marimekko has seized this opportunity by collaborating with the second-hand clothes store Vetis since 2015. For example, during the 2018 Helsinki Fashion week, Vetis set up a vending booth in a Marimekko store, encouraging customers to re-sell their Marimekko clothes, resulting in more than 1000 resold items.

And I am wondering if this is a kind of horizontal or vertical marketing.
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by Peter (henna gaijin) on 1/30/2023 at 11:33 AM Accepted
    Horizontal would be adding more similar product lines using the same or similar channels. For example, a car manufacturer who starts selling motorcycles.

    Vertical is extended what you do with the current product lines. For example, a car manufacturer who buys or sets up their own dealership network. Or a new car dealer that starts selling used cars also.

    This definitely sounds more vertical than horizontal - adding a section of business using the same products.

BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Branding)