This case study follows the journey of William Shum, who left his banking career to pursue his passion for watchmaking by establishing Memorigin, a brand specializing in tourbillon watches. The case explores how Memorigin competes with well-established luxury watch brands by creating unique, culturally inspired designs and collaborating with global franchises such as Marvel and Star Wars. Students will learn about consumer motivation, the importance of culture in marketing, and the role of brand and design partnerships in creating competitive advantages.
After learning with this case, students will be able to:
1. Understand the concept of consumer motivation and how it influences purchasing behavior.
2. Identify the four major factors that influence consumer motivation: personal relevance; value, needs, goals; perceived risks; and moderate inconsistency with attitudes.
3. Understand how a brand creates personal relevance and value for its targeted customers.
4. Evaluate the importance of culture in market acceptance of luxury products.
5. Analyze how a brand can leverage design and branding partnerships to create unique competitive advantages for the brand.